Don't go overboard with POP products, says Jim Rasmus

Publish Date: 
Apr 18, 2013
By Cynthia Furey

JIM RASMUS, president of Retail Design Associates, offers some tips on how to best employ point-of-purchase displays.

  • Keep it simple. Rasmus recommends no more than eight to 10 fixture systems in a store, and warns against hanging onto fixtures over time. Fixtures also should “be neutral and match the store,” he says. “When we start bringing in too many vendor fixtures, the next thing you know we’re seeing Fox merchandise on an ICON rack. That, to me, destroys the image and quality of that particular brand.”

  • Consider the grocery store. Putting POP displays right by the front door is a tactic that’s proven profitable for your local supermarkets. These stores often have a large POP display almost blocking the front entrance; this prevents a customer from walking directly to the back of the store and instead creating a subconscious path that snakes through the aisles. “The main reason they have these things is to get products into the customers’ hands before they get to their destination,” Rasmus says.  

  • Highlight “need items” — products to which customers can form an emotional attachment. “Handlebars are not a ‘need’ item in the sense of, ‘I need it today,’” Rasmus says. “It’s a replacement item. Given the right product, packaging and display, you want a customer to say [to his significant other], ‘Oh, honey, I need that item.’”

  • Use counter POP sparingly. “When you clutter up the counter, where does the customer put their products that they pick up from the sales floor?” Rasmus asks. And with many dealerships switching from checkout counters to kiosks, space is at a premium. Putting floor racks around the kiosks and counters might be the better way to go, he notes.