DaumAn-Retail-Displays.co.uk
Title
Dauman Displays International Limited - home page
Description
What is POP for?
It has been said that POP has only one purpose - to make the customer stop and investigate! This may be to ignore some other benefits of POP but it is the main reason for POP to exist. A merchandising unit has only seconds in which to create interest and in turn persuade the customer to make a purchase. The importance of the instant imagery that the merchandising creates is therefore hard to overstate. This is not something that the product could achieve on its own. In those critical few initial moments, the merchandising unit is the brand!
Having drawn the customer's attention POP has then to convey something about the brand and the product that will entice the customer to dwell for longer.
Reflecting the brand imagery can be achieved in a number of ways, including lighting, colour, shape, graphics and choice of material. A good example is the unit we designed for the Karen Millen range of cosmetics in Boots. The back-wall colour and shelf down-lighting created an immediate snapshot illustration of the corporate brand imagery, encouraging further investigation.
Languages
English
