How many categories would be used for in-store display?

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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.

Types of display

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Number of top ten display types used by retail channel

• Poster
• Tester Bar/ Station
• Fixture Header -Brander
• Display Card
• Free-Standing Display Unit
• Main Fixture -Retailer
• Tester Display Box 
• Wall Unit – Branded

From POPAI