3 Ways to Create an Emotional Connection with Your Customers Through Retail POP Displays

Most of us assume that the decisions we make are based on a rational analysis of the alternatives available. However, reality would suggest otherwise. In fact, emotions play an extremely important role in our decision-making in most situations. When it comes to consumer behavior, our feelings and experiences are the primary drivers of purchasing decisions, rather than information such as product attributes, features, and facts. In today’s post, we’ll discuss 3 important ways creating a retail POP display creates an emotional connection with your customers. 

Harness the power of language – Language holds great power. 

Think about the emotional response you can generate in others with a few simple words (eg, “I love you,” “I hate you,” “you’re great”). As in life, when creating a retail POP display, think carefully about your message. Think about the emotional response you want to create in your customers, to trigger feelings and experiences that will connect them to your brand and make them want to buy your product. 

There is a video on Youtube that illustrates the power of words. The video shows a blind man sitting on the sidewalk of a busy city street. Beside him is a tin mug and a cardboard sign that says “I am blind.” please help. “Occasionally someone would pass by and drop a few coins into his glass.

The video then shows a young woman walking past the blind man before turning and kneeling in front of him. She grabbed his sign, flipped it over, and it read “It’s a beautiful day, I can’t see it.”

Suddenly, many passers-by started dropping coins into the man’s cup. What difference does the correct word make. The man’s original message failed to create an emotional connection with passers-by as they became desensitized to these typical beggars. Instead, the new message not only makes people think about the positive emotions associated with a good day, but more importantly, how it resonates when they start imagining not being able to see the good day. 

In addition to carefully choosing words that are emotionally relevant to the customer, the language should be concise and short 

One of the biggest mistakes we see clients make is trying to convey too much information in their messaging. This trend is understandable, since the writer of the message is usually the one closest to the product, proud of all the features and benefits of the product, and very eager to share it with the customer. However, as we’ve already discussed, customers don’t emotionally connect with the multitude of features and benefits, so it’s best to just focus on ideas that represent the essence of the product and how it can solve problems for customers or improve their customers. 

To illustrate this, take a look below at a showcase of the skin care products we made. If we could influence a client’s choice of artwork, we would recommend something more effective than 3 catchphrases and 10 bullet points. Consumers often cannot read or keep their eyes on the back panel.

Another example is the skincare display stand we made. We think it’s pretty smart for a well-known brand to just put the brand logo at the head of the display, but no matter how compelling a business’s story, cumbersome text delivery on the display won’t connect with shoppers.

Storytelling – Perhaps the best way to create an emotional connection with your customers is by telling a story. 

Stories bring unattainable facts and figures to the human heart. Not only are stories a great way to make your product relevant, but customers are often more likely to remember a story than a list of product attributes or benefits. The philanthropic story told by founder Scott Harrison is a great example of storytelling. It’s a bit long, but it’s instructive in terms of storytelling, so do a search yourself if you’re interested. 

The challenge with retail POP displays is that it is impossible to tell a story with long videos. Typically, you can grab a shopper’s attention in less than 5 seconds. We discussed proper use of language and minimal messaging. Another effective way to quickly and efficiently create an emotional connection with your customers is through images. The right imagery can generate a strong emotional response and go a long way in telling a story.

As you embark on your next POP retail display project, consider how you can create an emotional connection with your customers by telling your story through words, minimalist messaging and the right imagery. You can also ask us for help to design your display stand.