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Strategy & Insights: Up Close

How to Stand Out From the Crowd: First, Accentuate Your Shelf Presence


dog shopping in a pet store

We can dream, but unfortunately, a sales team can't reach every store to speak to every possible consumer. That's why we love shelf-talkers, also known as POP displays, at ReelPaws. The best shelf-talkers speak directly to consumers and accentuate a product's shelf presence at brick-and-mortar retail stores, just like an in-store rep. They can help tell a brand story or highlight product features and benefits. And, they are increasing in importance every day as more and more products are added to store shelves, all competing for consumers' limited attention.


What are POP and POS Displays?


Point of purchase (POP) displays are strategically placed anywhere a potential customer can engage with your product. The primary goal of a POP display is to attract shoppers away from the competition. In addition, the most effective displays tell your brand story and leave memorable impressions on consumers, so they are more likely to purchase it again the next time they are in the store.


Point of sale (POS) displays are more specific POP displays located at the check-out area. These displays persuade buyers to make impulse purchases. Some everyday examples are the packs of mints and candies at the grocery check-out.

62% of purchases are not planned.

Type of POP and POS Displays



Tips for Creating POP and POS Displays

We start every project considering the user's experience. Retail stores can be overwhelming to the senses. Thus, your POP displays must help your products stand out from the crowd. Here are our best tips to keep in mind when designing your display:


1. Size

a box or package

For POP displays, size does matter. A big in-store display is eye-catching to shoppers perusing the aisles. However, too big, and store managers may not want to add your POP display. Instead, consider where the POP will appear in the store. Are your products in the aisle, endcap, or somewhere else? The purpose behind your product display will ultimately decide how large or small the final product becomes.


2. Color

assortment of journals

Color can make a big difference in retail environments. Always start with your brand's existing color palette. Use your POP display to highlight your brand's aesthetic look and feel. However, it is just as important to consider the color of any competitor products nearby. Choose colors that will stand out from the competition. Read our color article for a more in-depth look into color psychology in marketing.


3. Diction

collection of word magnets

Every piece of text on POP displays should be legible and concise, no matter the size. Consumers need fast facts when making decisions, and this is a chance to highlight the essential features of your product. Copy on POP displays should be easy to read. Focus especially on your call to action (CTA) as this persuades customers to buy.


4. Presentation

artist drawing on virtual pad and laptop

Consider that when pairing visuals with text, 65% of information is retained three days later. We always include visuals such as pictures, icons, or other graphics to help tell the product story. Remember, any visual created for the POP display should be consistent with your brand design. Retail displays can absolutely be included in your omnichannel strategies in many ways, including:

  • A customer could start browsing on the shelf in-store and need to turn to your website to order something out of stock. They should have the same brand experience from in-store as they do online.

  • Incorporating your social media into the buying process through QR codes on your in-store display.

  • Connecting the availability of your product between in-store and online platforms.

Industry Examples

Zignature Freestanding Display

Zignature mock POP in-store display

Zignature Dog Food has an extensive line of products; thus, the brand needed a solution to help consumers choose which product best fits their needs. First, the ReelPaws team considered how consumers would find the product in a retail environment. The large eye-catching visual at the top with the company logo and tagline draws consumers to the brand's shelf space. As consumers approach the display, each part highlights a different product line. This is a great way to include more information and varying products within a POP display without compromising the brand experience.


Vetnique Dermabliss Shelf Talker



Often, store managers may limit the available space for a shelf talker, thus it is essential to use a clean design to stand out from competitors. This example uses taglines and bold colors, perfect for these small retail displays. The shelf talker also reflects the same font, visuals, and colors as the branded products, so it is easy for customers to pick out the brand from others.


Do you want to stand out from your competitors?


ReelPaws is here to help your next marketing campaign and design of in-store displays! With our award-winning digital agency, we bring together top-notch marketing minds, serious commercial photography & video production capabilities, and pet expertise, all under one roof.




Need some help?

Request our services today and improve your shelf presence!

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