Point of purchase, or POP, is where a consumer encounters your product in a retail environment and makes a decision to buy it. “POP has always been a supportive part of the buying experience. POP displays are a cradle in the background allowing the product to shine in the foreground. Good POP displays support the brand through graphics, text, and the overall design. Point of purchase displays help convey a feeling to consumers that the brand is not out there alone (unlike products on peghooks or on store shelves next to other similar products). This lends additional impact to the brand message. It’s a handholding experience for the brand and the buyer.” – Rob, Creative Lead