x Countertop Display: the Most Direct Product Advertisement

The countertop display explained:
The most direct product advertisement
Inspiration, tips and tricks


Countertop display plays an important role to promote impulse driven brands and products. But how to develop a countertop display that drives sales? That convinces and leaves a lasting impression? And what are the different types?


Dynamic display, entirely build from metals, presenting a range of extreme sunglasses on the countertops of sport outlets. ©Pilotes

Brand manufacturers are always looking for effective ways to stand out on the countertops of stores, arouse curiosity, enhance reputation, build loyalty, and sell more. Nicely designed display can play a role to close a quick and straightforward sale. Stocked with merchandise at fingertips, it is a three-dimensional advertisement for itself.

But how to develop a POP display device that drives sales? That convinces and leaves a lasting impression? Since many years we have been appointed by brand manufacturers to create and make, among others, countertop display units. We are happy to share some key-takeaways for the most direct product advertisement.

Countertop dispenser for HOLLYWOOD
Countertop stocker for Stimorol chewing gum
Wooden countertop display for Santarome Bio

Before you move on


A contemporary and natural countertop display for the home fragrance brand DURANCE, with ash wood and light coloured highlights. ©Pilotes

For 25 years, we have been combining imagination and industrial know-how to help brands and retail present products and communications in-store. Always on the lookout for the latest trends in the field of retail marketing, we offer unique, multi-material POP displays in a combination of wood, metal, plastic, etc. We study the retail context and the challenges of the brand, and consider technical, aesthetic, and budgetary conditions for 100% made-to-measure solutions.

Countertops generate additional sale at the end of shop visits

Most of us don't like shopping, right? We're looking at it as a task-based exercise. Over an average 30 minutes shopping trip we are flooded with information. What department and categories to visit? What assortments to examine? Sometimes we make decisions in a matter of seconds — the decisions not to buy drain us too.

We want our shopping basket to reflect our values, a balance of what we came in to find and what stimulated our impulses. We have welcomed, or not, the later: serendipity is the shopper’s strongest ally.

Informative counterop display  Nespresso
Hollywood chewing-gum high volume countertop for supermarkets
Hollywood chewing-gum on counterops


A compact dispenser for LOUBSOL ski & snowboard goggles. Commercial success guaranteed! ©Pilotes

As we walk towards the checkout our self-control is probably exhausted. We experience a general feeling of relief. We have successfully succeeded our shopping trip. Possibly we deserve a reward, right?

The most successful stores know how to transform our mood into an additional sale. On their countertops they offer last-minute opportunities for an indulgent, impulse or latent purchase. All kinds of small items are on display here — potential consequences of a bad buy are negligible.

Sweets, mints, chewing gum, chocolate, gadgets, and soft drinks spark an immediate urge when we see them, even if we weren’t looking for them. Or the merchandise reminds us of items we have forgotten to pick up, such as batteries, lighters, lipstick, phone, and gift cards.

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“In the field of consumer behavior, an impulse purchase is an unplanned decision by a consumer to buy a product or service, made just before a purchase”, Wikipedia
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For the introduction in pharmacies of the premium brand OAK for essential oils this countertop device clearly plays on natural attractiveness. You only get one chance to make a good first impression and your products are no exception. ©Pilotes

If it reflects its theme, each store can adopt a categorical approach to generate impulse purchases. A pharmacy, for instance, is a destination. We come to fill our prescription. Until that mission is accomplished, we don't notice a single sign or display we pass. And when we've got some time to kill in the waiting line, we won't be distracted by anything else but the pharmacist. No wonder that around him, the offer transforms our gaze into an extra sale. With the right support behind and on the counter, health-and-beauty aids and over-the-counter cures sell themselves.

We refer to other articles on this website for the general tactics to adopt for any display. If the material pops, is distinctive, tailor-made, and reflects brand image, the hard part is done. Let's look here at some of the conditions for this specific location. After all, to be relevant, any display initiative may better be suited to store context and its intended location.

Countertops are first grade, and everybody wants a seat

Most of us only visit a fraction of a store. But, we all pass through the checkout zone. In the busiest zone, with the highest visibility, we form our last impression of the shop - and we will remember it best. This is why shops pay a lot of attention to the last point of contact with customers, also regarding product display.


This countertop device activates the TIGER BALM brand in pharmacies. It combines bamboo, metal and acryl for a premium presentation of five natural remedies. A golden front with an embossed logo conveys the brand's notorious history. This offer will not go unnoticed. Seeing is buying! ©Pilotes

To fully take advantage of the front row, the items on display better be popular, easy to sell to all the visitors. It’s no secret that some stores are embarrassed by choice. Every day representatives come around with another super-great countertop display to offer. Stores carefully curate the strongest items and brands, that are supported by the best sales devices.

Pull up your socks, this is the toughest battleground in any store, but also the most rewarding. Each display placed brings in.

Countertops are tiny, but expensive

When you start designing your display, the countertops are already jammed with stuff. The countertop selling space has always been in short supply. And the materials better not obstruct the 1st priority: checkout operations by cashiers who greet hurried customers as they come and go.

The need for space efficiency applies to any display initiative. For countertops in particular the balance between footprint, product and image is a real brain-twister. Because shoppers always focus on the physical product, it is best to give priority to products,

Nhoss countertop cabinet
Look Cycle KeoBlade glorifier
Countertop plinth for Innocent's This Water

Brand manufacturers want larger POP displays, which is understandable considering the relationship between size, consumer comfort, visibility and sale. Store owners, on the other hand, want smaller footprint; to distract waiting clients they want to broaden the check-out category with several items on not too tall devices. To meet the conditions of the point of sale and and the comfort of the consumers, displays still come in many sizes, but none of them has been so successful that it has become a norm. And so, the game goes on.


This countertop display for confectionery brand CARAMBAR appeals to both the young and adult customer. It is made of injection moulded acrylic, a production technique that allows for surprising shapes and a modular design. ©Pilotes

If competition is tough, the location is expensive. And all countertops are different. Any idea to optimise the space for your products is good to consider. For example, the display can be adapted to the different spaces available. From its early design stage, anticipate modularity in height or width.

However, modular design comes with a cost. Because they are polyvalent solutions without limits, it is important to match the solutions to the financial margin generated. The content of your briefing can advance these condition early in the process.

And remember, an empty display is a dead display. The stock on display better is large enough to last until the next replenishment.

Countertops are the formula-one pitstop, or not


Elegant and pristine design for this countertop spinner that introduces two innovative sporty lines for lingerie brands PRIMA DONNA and MARIE-JO. ©Pilotes

Because it is always busy at the checkout, everything revolves around quick choice. This is not the place to examine and compare brands. Remember that the aim of the countertop display is to trigger an impulse purchase. It is therefore better to use this type to highlight affordable products that can provoke immediate action. Because simplicity is key, in most cases, triple-A brands put their top sellers on countertops.

And what if the opposite is true? The countertop is also a good location to introduce innovations. Shoppers want physical stores to be interesting, with always something to discover. Specialty stores can meet those expectations. On the countertop they show enthusiasm for items that are new and exciting, with sales associates nearby for a quick explication or word of advice.

What are the types of countertop display? + examples

The key to effective countertop display? 100% customization, because the solutions are multiple; there are many supports and devices, many variants of display.

Because of their diversity, it is good to know the different types and how they are used. The focus here is on permanent display materials that can withstand intensive use in high-traffic areas over a longer period of time (unlike short-term cardboard displays).

Stockholding countertop unit

Stockholding countertop display

Equipped with shelves, they allow for more than one type of product to be displayed.

countertop blister unit

Blister countertop display

Equipped with hooks, they are the right material to complement blister type packaging.

countertop dispenser

Dispenser

Dispensers always keep smaller items, gadgets and irregularly shaped products neat and tidy.

countertop glorifier

Glorifier

A glorifier aims to arouse curiosity by creating a visually remarkable image.

countertop cabinet or case

Countertop cabinet or case

They are closed on all sides by glass or transparent plastic windows to protect the most valuable articles from direct contact with shoppers.

Spinner

Spinner

A spinner is rotating, a space-saving feature.

Sommelier or plinth

Sommelier or plinth

A sommelier display, or plinth or bottle glorifier, arouses curiosity for alcohol and beer brands on the countertop of bars, restaurants, and hotels.

Informative countertop display

Informative

Nicely designed informative display materials highlight the distinctive power of your brand. They are equipped with poster or brochure holders.

Logo material

Logo

The better option to make your brand stand out in a multi-brand environment is an attractive item that is purely focused on your brand or logo.

Display plays an important role to promote impulse driven brands and products. We hope that with these few tips your display will stand out on countertops. Do you have a project planned? Reach out today to set up a free consultation. We'll find the best solution for your brand.

Date: April 2022

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