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Millennial Archives - NVISION

Three Ways to Make Your POP Pop!

It’s no secret to anyone that as retail marketing technology has begun to transform in-store displays, it is also changing how retailers leverage those displays. According to an Inc.com report, 40 percent of shoppers still make in-store purchases at least once a week. And with so much revenue still flowing through brick-and-mortar retail spaces, one of the biggest ways marketers are seeking to capitalize this business is point-of-purchase (POP) displays.

That’s according to the experts at ThomasNet.com, who explain that POP displays are on the cutting edge of creating new, compelling customer experiences that encourage brand loyalty and drive greater in-store revenue. So, what does a truly exceptional POP display need to have?

three female shoppers-retail

Good POP Displays Are Interactive

Interactive experiences are not only the key to an effective POP display but the secret to a winning in-store retail experience in general. As we’ve discussed on this blog before, brick-and-mortar retailers are embracing the move towards transforming their stores into “experience centers,” where customers can interact with and experience a brand’s products in a way that online shopping just can’t match.

“The option to touch, feel, or test products when applicable is paramount to purchasing decisions,” ThomasNet says. In fact, 61 percent of consumers like trying on the item or actually seeing it in person before committing to an item, according to an Inc.com report. So whatever else your POP displays accomplish, make sure they give your shoppers something to physically interact with.

POP Displays Should Showcase Your Brand Identity

Your retail space is a brand’s world. Everything in it represents what your brand stands for, from the signage colors and materials to the music. And that includes your POP display.

“POP displays should give consumers a taste of the brand the product represents. Consumers in younger generations, especially, are looking to feel a connection with the products they buy—they want to feel good about the purchases they make,” ThomasNet explains.

You should use your POP displays to further your brand’s identity. What does your brand stand for in the minds of consumers? By customizing your POP displays, you can project whatever values represent your brand, from minimalism to environmentalism to outrageousness.

commercial printing

POP Displays Create Personal Connections

Especially among Millennial shoppers – who make up a larger and larger percentage of the buying public every day – personal connections can lead to long-lasting brand loyalty.

And POP displays are an excellent way to foster those connections. Maybe your POP display showcases “how Brand X shoppers have removed 10,000 tons of plastic waste from the oceans” by buying your recycled fashion products. Or perhaps you use it to show “real people enjoying Brand Y’s products at concerts and music festivals,” in order to let shoppers personally imagine their lives with your product.

“They want to have a medium to connect with the world around them and the causes they care about when they make purchasing decisions. Through showcasing aspects of a business that highlight these things, a retailer or marketer can anticipate a positive consumer response,” ThomasNet explains.

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By understanding the changing role of brick-and-mortar retail spaces as customer experience centers, brand marketers can start to leverage the true power of POP displays. And by working with a trusted partner who can deliver highly customized and unique POP displays, on-time and on-budget, your brand can compete and win on the quality of your retail customer experiences.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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Top Trends in Hospitality Marketing for 2018

napkin-on-table-hospitality

The hospitality and travel industry is a trillion-dollar business, according to Deloitte. As with any lucrative industry, hospitality has become highly competitive, with large chain brands and independent boutique hoteliers competing for customers’ time, attention, and dollars.

And while the way that brands across all industries market themselves begins to change with the rise of digital and other channels, the hospitality industry would be wise to keep an eye on a few trends. That’s according to Jason Dent at Campaign Monitor, who explains some of the biggest new opportunities for hospitality marketers.

Personalized Customer Experiences

The more data you have about your customers, the more you can tailor their experiences in ways that truly wow them, add value to their stay, and win over their loyalty. For example, by leveraging information about their booking dates (are they near a specific holiday or anniversary?) their check in information (are they newlyweds with a single room or business colleagues with a double?), and any host of preferences they can opt-in to providing to you, you can offer them customized onsite experiences.

Whether you want to make the newlyweds aware of the couples massages available at your onsite spa, or let the business travelers know you have a fully-stocked internet café and lounge, when you understand your customers, you can market to them in the ways they love. With a highly responsive marketing supply chain, you can make it a reality.

gen-z-holding arms together

Point-of-Sale and Moment Marketing

The unique thing about hospitality marketing is that it’s one of the only industries where, generally speaking, you know exactly who is going to show up where and when. This gives brands with agile marketing operations a powerful opportunity to create compelling moments at check-in and at the point-of-sale. For example, if you know you will be hosting numerous attendees for the same conference or convention, signage and banners in the lobbying welcoming them and promoting certain amenities are strong ways to show you value their business.

This also enables highly agile cross-selling and up-selling opportunities. If your data shows that John Q. Guest often likes to have a drink at the hotel bar, or order room service, a personalized gift card waiting at check-in entitling him to a free drink or appetizer is a great way to encourage him to continue to spend money, and return as a loyal customer.

Millennial Loyalty

According to Forbes, Millennials now make up a bigger portion of travel and hospitality customers than any other generation. That means that understanding and catering to this demographic is of major importance. Millennials feel very strongly about the brands they love, and they are actually more prone to join and actively participate in consumer loyalty programs than other demographics.

To turn this fact into revenue, smart hospitality brands are investing in better integrating their loyalty programs into their marketing materials. Kiosks in the lobby where customers can easily opt-in; offering additional loyalty rewards points for activities Millennials prefer; using new technology like RFID scanners and QR codes to allow guests to link purchases to their loyalty accounts; these are all savvy ways that smart hospitality marketers are capitalizing on Millennial loyalty.

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Hospitality is big business, and that business is changing. By prioritizing the health, agility, and efficiency of your marketing supply chain, your brand can capture more revenue, and win more customer loyalty, than ever before.

Subscribe to the Blog

Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE