POP (Point of Purchase materials) refers to in-store displays that highlight products and drive purchase decisions—like shelf signage, counter displays, and banner stands.
It's often used interchangeably with POSM (Point of Sale Materials), but they’re not quite the same. POSM covers allmarketing materials used in stores, from fixtures to uniforms. POP is a subset, focused specifically on converting shoppers at the decision point.
Here’s a quick comparison:
Category
POP
POSM
Core Purpose
Drive Purchases
Elevate Brand Experience
Scope
Visuals that push sales
POP + Branding elements
Usage
Displays, promotions
Full in-store brand presence
Examples
Banners, posters, wobblers
POP + brochures, signage, uniforms
POP displays are especially critical in industries with strong consumer touchpoints—like food & beverage, beauty, electronics, and fashion—where in-store decisions happen fast. Matching the display strategy to the shopper’s behavior is key.
2. Why POP Matters in Trade Marketing
Trade marketing is about making your product more visible, attractive, and credible. POP displays help you do just that—by catching the shopper’s eye, communicating your message, and nudging the buyer to act.
The Shop! Association found that 80% of purchase decisions happen in-store, and strategic displays significantly boost conversion. POP can increase sales by 1.4x on average, and sometimes even 2x depending on the category.
Bottom line? POP isn’t just a design element—it’s a sales lever. When your product display aligns with store layout, product type, and shopper flow, POP becomes a high-impact tool.
3. Types of POP Displays and Examples
To choose the right POP for your goals, it helps to know what each type is designed to do. Here’s a breakdown based on function:
Wobbler
Hangs from the shelf and sways to catch attention
Use case: Promote a discount or new arrival
Floor Stand (FSDU)
Standalone display unit in high-traffic zones
Use case: Highlight seasonal or premium items
Window Display
Grabs attention outside the store
Use case: Campaign storytelling or spotlight products
Endcap
Placed at aisle ends to boost visibility
Use case: High-demand or bundled items
Standee
Freestanding cutout or branded panel
Use case: Use influencer visuals at the store entrance
Shelf Talker
Delivers key info right at the shelf
Use case: "Best Seller," "Now Improved" tags
QR Code
Connects to product pages, videos, or reviews
Use case: Link to tutorial or detailed specs
Info Card / Feature Board
Summarizes key benefits
Use case: Recommend by skin type or list features
Brand Leaflet or Guidebook
Provides a broader product or brand story
Use case: Showcase full product line or usage guide
Digital Display
Uses video, motion, or sound to engage
Use case: Demo tech or show product in use
Checkout POP
Targets impulse buys at the register
Use case: Small add-ons like gum or mini items
Sidekick
Adds related products next to the main item
Use case: Conditioner next to shampoo
Clip Strip
Clips onto shelves to cross-sell small items
Use case: Cheese near wine, snack bar near coffee
4. Key Checkpoints for Flawless POP Execution
Even the best-designed POP won't drive results if it’s not installed properly.
A 2014 Shop! Association study showed that only about 50% of planned displays were executed correctly in-store.
Here’s what typically goes wrong:
Inconsistent setup across store locations
Missing displays that break the brand message
Promoters unsure how to install the materials
To fix this, focus on these execution checkpoints:
Checkpoint
Why It Matters
Clear Setup Guide
Provide easy, visual instructions by display type
Photo Verification
Use photos to confirm real-time installation
KPI Integration
Tie accurate setup to promoter performance
Creative design matters—but so does follow-through. The right digital tools help brands track every display, stay consistent, and drive in-store results.
5. How Shopl Helps You Get It Done
Shopl helps you go beyond just creating POP—we help you ensure it actually hits the floor.
With Shopl, you can:
Use photo-based checklists to confirm setup
Track store-level POP status in real time
Identify and resolve missing installations fast
Connect execution to KPIs and motivate your field team
✨ Creating great POP is only half the battle. Shopl gives you the tools to turn plans into action—so your message gets delivered, and your products get seen.
