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Introduction
Point of purchase counter displays are small but powerful tools. They’re often the last thing a customer sees before ordering, checking out or walking away.
For brands operating across dozens or hundreds of locations, managing these materials requires more than design—it demands structured assignment, customization and delivery.
At IRIS Strategic Marketing Support (IRIS), we work with marketing teams to ensure POP materials don’t just exist—they land in the right place, on time and on brand. GearBox® by IRIS is the system that makes it possible.
What Are Point of Purchase Counter Displays?
Point of purchase (POP) counter displays are promotional materials placed near the checkout area or ordering counter. They help boost visibility for:
- Seasonal promos or LTOs
- New product launches
- Loyalty programs or app signups
- QR code offers
- Cross-sell or upsell items
Examples include:
- Acrylic or cardboard countertop signs
- Folded tent cards
- Small signage holders
- Menu inserts
- Branded countertop displays with takeaways (flyers, stickers)
They’re especially common in restaurants, fitness centers, banks and retail counters—where seconds of attention matter.
The Real-World Challenges of Counter Display Execution
1. One Size Doesn’t Fit All
Different store formats mean different counter layouts. A one-design-fits-all strategy leads to clutter or poor visibility.
2. Local Teams Go Off-Script
Without structured customization tools, local teams may print their own, reuse outdated versions or skip the campaign altogether.
3. Manual Fulfillment Slows Rollout
Coordinating shipments through email or spreadsheets creates confusion and delays—especially for national launches.
4. No Visibility Into In-Store Use
Marketing can't track where counter displays were used or whether stores are actively promoting the right message.
How GearBox® by IRIS Solves the POP Display Problem
GearBox® by IRIS connects creative, operations and fulfillment into one system—so point of purchase counter displays don’t get lost in execution.
Here’s how:
- Campaigns are assigned by store type, layout or location profile
- POP materials include locked branding with editable fields for hours, contact info or region
- Stores access kits in their GearBox® portal and place orders directly
- Orders are routed to approved vendors with spec accuracy
- Rollout tracking shows what was downloaded, ordered and fulfilled per location
It eliminates guesswork and builds consistency across regions.
Use Case: Applebee’s Routes POP Kits With GearBox®
Applebee’s needed to push out seasonal counter displays across hundreds of franchise-owned restaurants—each with different layouts and formats.
With GearBox® by IRIS, they:
- Assigned kits by restaurant type (bar layout, counter-only, drive-thru)
- Enabled editable signage templates for local offers and hours
- Locked legal disclaimers and brand visuals
- Routed materials to vendors based on region
- Tracked which locations launched the correct POP kits
Read the Applebee’s Case Study
They reduced rollout time, increased campaign accuracy and empowered franchisees to execute without creative risk.
Conclusion
Point of purchase counter displays may seem simple, but at scale, they’re often the hardest campaign assets to get right. Timing, layout, compliance and local edits all matter—and when they’re wrong, sales can suffer.
GearBox® by IRIS helps brands assign, route and track POP signage by location—turning countertop campaigns into consistent brand moments.
Talk to IRIS to put structure behind your next POP rollout.
