The actual decision to purchase a product or brand is often made at the POS. It takes the right means of communication to persuade consumers at this juncture. Most notably, this includes eye-catching brand communication. That’s why the retail industry frequently uses displays – also affectionately called “traffic stoppers” – to showcase small or seasonal items.
Between 70 and 80 percent of all purchase decisions are made impulsively at the POS. This is also why it’s no longer just manufacturers of brand-name products but also retailers and their own brand labels that are vying for the so-called “first moment of truth“ – the moment that describes the crucial seconds during which a customer decides to purchase a specific product or brand. Especially when it comes to product categories that are typically purchased on impulse, displays manage to generate the required attention to spark the interest of customers and invite them to buy.