SamTop Display--retail solution expert
Specialist shops also use a large number of POP, but grocery shops use relatively few, probably due to self-imposed restrictions on the use of displays.
This is perhaps surprising given the similarity of retail formats.
Cosmetics specialist shops have on average a third fewer displays than chain pharmacies/pharmaceutical shops. However, they use more types of displays.
The most common type of POP is a complete combination of three-dimensional displays and two-dimensional signage.
Simple, inexpensive posters are the most commonly seen display type. However, more complex and expensive cosmetic test stations were the second most common, either as stand-alone displays or incorporated into larger display units.
The popularity of testing stations and small test kits underlines the importance of allowing shoppers to try cosmetics in-store, actually more so than most other fast-moving consumer goods (FMCG) categories.
Compared to other retail channels, the cosmetics and skincare categories have a wider range of display items. The pharmacy chains also make heavy use of the types of equipment on display, more than twice as much as their stand-alone counterparts.
