What Is an Interactive Point-of-Purchase Display?

Point-of-purchase is where shopper interest has to become confidence, not just awareness.

Definition

An interactive point-of-purchase display is a store display that gives customers a digital action at or near the purchase decision. It may use a touchscreen, QR code, product finder, quiz, comparison tool, video sequence or guided content journey.

The job at POP

The job is different from broad advertising. At POP, the customer is close to a decision. The display should remove doubt, explain benefits quickly, make ranges easier to navigate and help the shopper take the next step in the retailer channel.

Why interactivity improves POP

Static messages can only guess what a shopper needs. Interactivity lets the shopper choose. One customer may want specs, another may want compatibility, another may need reassurance from reviews, and another may be ready to go to the retailer PDP. A good interactive POP display allows those journeys to branch.

How to design it

Keep the first screen simple. Make the CTA obvious. Avoid long menus. Use product images, short videos, feature cards, comparison tables and clear onward links. The best POP experiences respect that the shopper is standing in a store, often with limited time.