“Our company is forward-thinking, innovative, creative…”
We all say it, but do we actually put the action behind our words? If you sell in retail, you might live out that mantra in many aspects of your business, but you likely don’t apply that same standard to your P.O.P displays.
That’s a problem!
If your P.O.P. displays don’t capture attention while being both affordable and eco-friendly, you’re doing it wrong – and your competitors won’t wait on you to get it figured out.
The world of retail is evolving and “2020” accelerated the pace of change. Adaptation – as in nature – is a core tenant in whether we will simply survive, thrive, or cease to exist. Consumer expectations are changing as their attention is being fought over like never before. Consumers see 5,000 ads per day! That is not a typo – that’s your competition.
Take a moment to process that. In addition to your brand, your target customer will be inundated four thousand nine hundred and ninety-nine times per day by other brands. The thought of that is hard for your brain to even comprehend as you leisurely read this blog. Now imagine how hard that actual experience is to process for the average consumer.
Fortunately for consumers, the brain has evolved to be able to tune out certain forms of stimuli, including standard P.O.P. displays.
Unfortunately for companies, the brain has evolved to be able to tune out certain forms of stimuli, including standard P.O.P. displays.
We all have two systems in our brains – System 1 and System 2. System 1 is our autopilot, and it navigates us through the minutia of daily life; this is where 98-99% of each person’s brainpower goes each day. System 2 is the part of our brain that performs critical thinking. To capture the attention of prospective consumers, we must engage their System 2’s.
So, what easiest thing for the brain to ignore? The things that are most common and present no threat or reward. We have been exposed to certain things so many times we associate no value, positive nor negative, with them. And that is at the crux of P.O.P. in the retail environment.
As consumers, what stops our brains in their proverbial tracks? New. That’s right, NEW. The notion that this thing is not like other things. This forces our brain – rather, the System 2 within our brain – to make a value judgment on this new thing. Here’s what happens next, our System 2 begins looking for similarities between this new thing and things with which it is already familiar.
As a vendor or retailer, this is your big shot! This is the moment of greatest potential impact. Your best chance at being able to acquire this potential customer is by keeping their System 2 engaged for as long as possible. This is why your competitors are rethinking their P.O.P.
This means your P.O.P. will not be effective if consumers’ System 2 easily identifies your P.O.P as similar to the P.O.P. they are used to seeing. Their brains will quickly file it away as just another one of the 5,000 ads a day that creates no value for them. However, you can use that psychological dynamic to your advantage! By simply defying their expectations – and requiring their System 2’s to engage longer – you can force their minds to pay attention to your product.
What is this I’m seeing? What is this product? The human brain hates unknowns and will engage longer to seek resolution. This is where the Semiotic Standout sets your brand apart. It hacks the phycological wiring of potential consumers System 2’s and forces the critical thinking part of the brain to engage – something it only does with a handful of brands each day.
Your brand’s Semiotic Standout caught their attention at a subconscious level; now that they’re engaged, your brand must make a positive impact. This is where the potential consumer will make their first impression of your display, and maybe even your brand.
The Semiotic Standout is the first 3D P.O.P. display that is affordable to produce, can be shipped flat to locations across the globe, and made from eco-friendly materials. Our Standouts force consumers to pay attention as the visual experience they encounter exceeds their preconceived expectations. This forces their System 2’s to contemplate both your product and brand; something they might not have done in many years, if ever.
The brand that garners the most attention from consumers – and uses that attention to paint their brand in a positive light – will win the retail battle. There is no P.O.P. display alternative that captures the attention of your desired consumers while helping you achieve your overall business objectives (lower costs, eco-friendly) like the Semiotic Standout.
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