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Most marketing efforts aim to help a prospective buyer understand solutions to a problem, evaluate product or service options, and decide to make a purchase.

The methodology varies between initially buying a consumer’s attention or earning it as part of a strategy to build a larger brand audience. But the goals of each are the same: educate, inform, and persuade buyers to make a purchase.

Point-of-purchase marketing, however, works a little differently. It provides a last-minute way for retailers to influence the details of a shopper’s purchasing decision, and when done right, it can lead to increased sales.

POP displays are a marketing and advertising strategy used in retail stores to promote specific merchandise and special offers to shoppers who are ready to make a purchase. POP displays can be located near the checkout counter or in certain areas of the store to encourage purchasing decisions. For example, at the ends of aisles or in the center of aisles.

POP displays are used to enhance shoppers’ in-store experience and emphasize specific products or offers. It’s not a marketing strategy to increase foot traffic, but rather to increase sales once the customer comes into your store.

There’s often confusion between point of purchase and point of sale (POS), which makes sense, since they do have some similarities. But it’s important to understand how they’re different.

A POS is the specific place where the transaction happens. It’s where the sale and exchange of goods takes place. But you can also use this area of your store to display impulse items encouraging customers to increase their purchase amount at the last minute.

For example, if you have a jewelry store, the POP could be a countertop display where the customer chooses a pair of earrings, and the POS is at the checkout counter where you collect payment and wrap and bag their purchase. But you could leverage your jewelry POS by displaying jewelry cleaner or small jewelry boxes at the counter to encourage the shopper to purchase more products.

Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.

Temporary displays tend to be the most commonly used type of POP. You can use them to feature seasonal products or special promotions. These types of displays are usually less expensive, made from cardboard, and used in the form of freestanding displays, endcap displays, or dump bins, for example.

Also known as off-shelf displays or secondary displays, semi-permanent displays generally stay up for three months to a year. They are made from stronger materials, including glass, metal, wood, heavier cardboard, and hard plastics.

For example, a jewelry store would likely have shelves and tables that remain in the same place year after year, while glass display boxes and other smaller POP displays might move around the store.

Digital POP displays usually have a digital monitor or LCD screen. In most cases, they still have a physical container and are used to advertise featured products via video or slideshow.

In-store POP displays play an important role in POP marketing. Strategically placing products around your store means shoppers will notice them more, increasing the likelihood of sales. POP marketing includes a range of displays, from labels or banners that catch the attention of customers to larger displays in the middle or at the ends of aisles.

For example, a jewelry store could have a banner above a shelf display that provides an overview of the materials used to make its earrings and the quality of the metals. Highlighting the features and benefits of the products gives customers the information they need to make a purchasing decision.

Using POP displays to bring attention to products and show how they’re used will not only help you sell more, it also makes it easier for shoppers to reach for merchandise.

Most POP displays are temporary and more affordable than permanent in-store fixtures and displays. This way you can change them often to refresh the sales floor at a low cost.

Due to their temporary nature and affordability, using POP displays to test new products or the ways you display specific merchandise is a major advantage. They’re also versatile and easy to move around.

Without creating a special space or banner for your in-store promotions, customers likely won’t know they exist. POP displays are the perfect way to advertise special promotions and entice customers to buy.

Placing small, inexpensive, and relevant items on the counter can boost sales. So can using displays of these items to create an area where customers can queue while waiting to check out.

Stores like Marshalls, TJ Maxx, Nordstrom Rack, Sephora, and Victoria’s Secret all use physical displays to create a path for customers to wind down on their way to the checkout. They place small items that cost significantly less than the rest of the store’s inventory here.

“Add-on” type items that are highly relevant to your customers can trigger impulsive purchases or serve as reminders for customers. Sephora, for example, keeps its travel- and sample-size products in these displays, which are easy for customers to justify as something they genuinely need to stock up on.

You can turn a shopping nuisance—a long checkout line and wait time—into an extended shopping experience for your customers. Your display can keep them engaged and interested as they wait, which maintains their decision to buy a product and reduces the chances they’ll walk out empty handed simply because they saw a long line at the register.

Let’s explore these options to see how you can go beyond the impulse buy at the checkout counter and use point-of-purchase marketing throughout your store to increase your sales.

Setting up stations throughout your store to let customers actually try your product before they buy can influence buying decisions and increase sales.

Whole Foods is well known for the availability of product samples throughout its stores. Many locations invite suppliers and vendors into the store on weekends to set up booths and tables where passing customers can snag a sample of their product.

You don’t need to sell food items in order to allow customers to try before they buy. You can let customers sample most consumable goods. And you can even work with your suppliers to see if they’ll send sample-size inventory to your store for free to support your efforts to increase sales.

If you sell items that can’t be consumed, a product demo could work in place of providing samples. Best Buy is constantly practicing point-of-purchase marketing with most of its products because customers can see, touch, and interact with them via sectioned displays. Best Buy offers you the chance to try out the latest iteration of PlayStation or Xbox by setting one up and allowing consumers to play a game on the system. They also have a table with the entire line of Apple products available for shoppers to test.

This gives customers the same try-before-buying experience that can influence their decision. Adding salespeople to the mix, who can suggest additional items and demonstrate how those add-ons will provide more value to the initial purchase, can increase sales even more.

To increase the chances of bringing in shoppers who are likely to buy—and to add an air of exclusivity for customers to make them feel valued—use your point-of-sale (POS) system to track sales and what customers purchase at such an event.

Not only will you be marketing right in-store, but with the seasonal strategy you’ll create a sense of urgency around the fact buyers need to make a purchase decision now before the product is gone.

POP displays are a great place to showcase complementary or similar products. Doing this will make it easier for customers to find products they can purchase together and, in turn, can increase their average purchase amount.

For example, if the jewelry store I mentioned earlier sells earrings, necklaces, and bracelets, coordinating sets or items that look nice together can be placed on the same POP display. Additionally, you could also display jewelry cleaner and storage on the same fixture to encourage customers to purchase add-on products they may not have thought about buying before.

According to a commissioned Forrester Consulting study conducted on behalf of Shopify, 40% of brands say offering experiential retail will be a top priority for them in the next year, something 32% of consumers say they are likely to engage with. POP displays can be used to leverage experiential retail with tangible or interactive experiences.

For example, the jewelry store could create a section in its shop where products from its new summer collection are displayed in an area that has beach chairs, sand, and a bar where piña coladas are served.

Customers today are more motivated to seek out the absolute best prices and deals before they buy. Eighty-four percent of millennials use smartphones in-store to assist them in a purchasing decision.

So meet them there with a branded retail app they can use to shop with you. The specific features of your app will largely depend on your store and the products you sell, so audit other retailers’ apps to brainstorm ideas for your own.

Alternatively, you can use one of the retail POS software to closely track customer activity and purchases. With this data, you can provide customized offers and discounts to specific shoppers to increase sales or encourage a return visit to the store.

Your efforts can even include salespeople if they can provide guided demonstrations or trials. They can also act as a resource to customers engaging with displays or samples and assist them in making a purchasing decision.

As customers roam around the store, they can interact with a mobile app on a smartphone—which, if done correctly, can increase sales and sway decision making through special offers, specific discounts, or information on a specific product line (and where to find it within the store).

Take advantage of all these opportunities and you can optimize your entire retail space for point-of-purchase marketing that increases sales while feeling like a benefit for shoppers, through added value, information, and deals.

It might be difficult to keep an eye on your POP displays throughout the day, but you could assign store staff to watch performance or check your in-store cameras on a weekly basis.

Engagement. The number of shoppers who look at the display and interact with it or the products showcased by reading labels, touching, opening, smelling, or testing, for example.