snacks, and chocolate candy were constantly displayed in mass merchant stores,
conversion rates would double.
In addition to product categories, other
factors affect the overall display lift: the
type of brand displayed, the kind of display,
and the compliance of the display’s setup.
National brands are more successful
with displays than private-label brands are.
Private labels on display in both channels
caused shopper confusion and decreased
actual sales. National brands are uniformly
purchased more often off displays with
only few exceptions, like in the healthcare
category in the grocery channel, where private labels are purchased nearly four times
The types of displays with the most sales
are endcaps in both mass merchant and
grocery channels. Then in mass merchant,
in-line displays and floor stands are second and third in success. In grocery, floor
stands and then in-line displays have the
most success with purchases.
Sales boosts from compliant displays
This year, POPAI released the findings of
its Compliance Initiative Study. This study
reaffirmed the importance of displays and
distinguished a sales life attributable to displays in different channels. The Compliance
Initiative Study spanned four channels
(food, drug, mass merchant, and dollar)
and looked at different types of displays
(floor stands, endcaps, pdqs, and shippers).
A panel of qualified individuals looked at
the state of displays and how they were executed in 5,643 store locations from Oct. 1,
2014, through Nov. 15, 2014. With the data,
Quri and POPAI were able to see the sales
impact compliant displays have in stores.
Investments in displays for the mass merchant channel proved to have the greatest
impact on sales, averaging a 32% sales lift.
The dollar channel had 9%, drug channel
13%, and food channel had 19% sales lift
attributable to displays. The overall highest
impact from a display is from endcap displays (+77% incremental lift).
More displays, more sales
The implications are clear for brand marketers: If you want the highest impact on sales,
design compelling endcaps for national
brands. But in general, fight for the use of
secondary displays in stores. The overarching results of POPAI’s Shopper Engagement
Studies and Compliance Initiative Study
show that sales increase when a product
display is present in the store. The variation
in results for different channels suggest
further research for POPAI.
Katie Desir is communications coordinator for POPAI.
For more information about POPAI’s
research, email email@example.com or
call POPAI’s Research Manager, Madeline
Baumgartner at 312-863-2917.