POPAI/Shop! Standards for Digital Signage
The Retail Industry Standard
POPAI (Point of Purchase Advertising International), now known as Shop! Association, is the global nonprofit trade association for the shopper marketing industry. Their standards define how digital signage and point-of-purchase displays should be designed, measured, and evaluated in retail environments.
What is POPAI/Shop! Association?
Shop! Association (formerly POPAI) is the leading global trade organization representing the $100+ billion shopper marketing industry. Founded in 1936, the association:
- Sets industry standards for in-store marketing displays
- Conducts research on shopper behavior and display effectiveness
- Provides certification programs for professionals
- Hosts the annual Global Awards for retail marketing excellence
- Publishes guidelines for digital and physical displays
Name Evolution
| Year | Name | Focus |
|---|---|---|
| 1936 | Point of Purchase Advertising Institute (POPAI) | Physical POP displays |
| 2014 | POPAI – The Global Association for Marketing at Retail | Expanded scope |
| 2017 | Shop! Association | Modern shopper marketing |
Industry Note: While the organization is now "Shop! Association," industry professionals still commonly use "POPAI standards" when referring to retail display guidelines. Both terms refer to the same standards body.
Display Classification System
Shop! Association maintains a comprehensive classification system for retail displays, including digital signage categories.
Primary Display Categories
Permanent Displays
Long-term fixtures with expected lifespan of 1+ years:
| Type | Description | Digital Signage Application |
|---|---|---|
| Endcap Displays | End of aisle fixtures | Digital promotional screens |
| In-Line Displays | Within regular shelving | Digital shelf edge displays |
| Power Wings | Side-of-gondola displays | Interactive product kiosks |
| Floor Stands | Free-standing fixtures | Digital totems and kiosks |
| Counter Displays | At checkout areas | POS digital displays |
Semi-Permanent Displays
Promotional fixtures lasting 3-12 months:
| Type | Description | Digital Signage Application |
|---|---|---|
| Promotional Endcaps | Seasonal end displays | Seasonal promotional screens |
| Inline Merchandisers | Shelf enhancers | Digital shelf talkers |
| Pallet Displays | High-volume stocking | Digital pallet wrap screens |
| Counter Units | Promotional countertop | Small format LCD displays |
Temporary Displays
Short-term displays (under 3 months):
| Type | Description | Digital Signage Application |
|---|---|---|
| Dump Bins | Bulk product bins | Mounted promotional screens |
| PDQ Trays | "Pretty Darn Quick" trays | Attached mini displays |
| Standees | Cardboard stand-ups | Digital standees with screens |
| Banners | Hanging signage | Digital banners and strips |
Digital Display Standards
Shop! Association has established specific standards for digital signage in retail environments.
Screen Placement Guidelines
Zone Classification
┌─────────────────────────────────────────────────────────────────┐
│ RETAIL STORE │
│ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ ZONE 1: ENTRANCE │ │
│ │ • Welcome messaging │ │
│ │ • Brand awareness │ │
│ │ • Store navigation │ │
│ │ Recommended: Large format (55"+) │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
│ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ │
│ │ ZONE 2: │ │ │ │ │ │
│ │ AISLE/ENDCAP │ │ │ │ │ │
│ │ • Promotions │ │ │ │ │ │
│ │ • Category │ │ │ │ │ │
│ │ messaging │ │ │ │ │ │
│ │ 32"-49" │ │ │ │ │ │
│ └──────────────┘ └──────────────┘ └──────────────┘ │
│ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ ZONE 3: SHELF EDGE │ │
│ │ • Price/promotion at point of decision │ │
│ │ • Product information │ │
│ │ Recommended: Shelf-edge strips, small tablets │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ ZONE 4: CHECKOUT │ │
│ │ • Impulse purchase promotion │ │
│ │ • Queue entertainment │ │
│ │ • Brand reinforcement │ │
│ │ Recommended: 22"-32" forward-facing │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
Screen Size Recommendations
| Zone | Primary Purpose | Recommended Size | Viewing Distance |
|---|---|---|---|
| Entrance/Perimeter | Brand awareness | 55" - 98" | 10-30 feet |
| Aisle Endcaps | Category promotion | 32" - 55" | 5-15 feet |
| In-Aisle | Product messaging | 22" - 43" | 3-10 feet |
| Shelf Edge | Point of decision | 6" - 15" strips | 1-3 feet |
| Checkout | Impulse/entertainment | 22" - 43" | 3-8 feet |
| Deli/Service | Menu/queue | 43" - 65" | 5-15 feet |
Height Guidelines
Shop! standards specify optimal mounting heights:
| Display Type | Height (to center) | Rationale |
|---|---|---|
| Floor-standing kiosk | 48" - 54" | Comfortable interaction height |
| Wall-mounted general | 60" - 72" | Eye-level for standing adults |
| Above checkout | 84" - 96" | Visible above queues |
| Shelf edge | Shelf height | Aligned with products |
| Endcap topper | 72" - 84" | Visible down aisle |
Measurement Standards
Impressions and Reach
Shop! Association defines standardized metrics for measuring digital display effectiveness:
Opportunity to See (OTS)
The number of people who had the opportunity to view the display:
OTS = Store Traffic × Zone Traffic Factor × Display Visibility Factor
| Factor | Definition | Typical Values |
|---|---|---|
| Store Traffic | Total store visitors | Measured via door counters |
| Zone Traffic Factor | % passing display zone | 0.3 - 1.0 depending on placement |
| Display Visibility Factor | % who could see display | 0.5 - 0.9 depending on angle/obstruction |
Actual Views (AV)
People who actually looked at the display:
AV = OTS × Attention Rate
| Display Type | Typical Attention Rate |
|---|---|
| Large format video | 35% - 55% |
| Static digital | 20% - 35% |
| Interactive kiosk | 10% - 25% (self-select) |
| Shelf edge | 15% - 30% |
Dwell Time
Time spent viewing the display:
| Content Type | Average Dwell Time |
|---|---|
| Video content | 5 - 15 seconds |
| Interactive content | 30 - 120 seconds |
| Informational | 3 - 8 seconds |
| Promotional | 2 - 5 seconds |
Content Effectiveness Metrics
Message Takeaway Rate
Percentage of viewers who recall the message:
| Message Length | Typical Recall Rate |
|---|---|
| Single word/number | 60% - 80% |
| Short phrase (3-5 words) | 40% - 60% |
| Full sentence | 20% - 35% |
| Multiple messages | 10% - 25% |
Purchase Influence
Lift in sales attributed to digital display:
| Category | Typical Lift |
|---|---|
| Promoted items at endcap | 15% - 40% |
| Category messaging | 5% - 15% |
| Brand awareness (no promo) | 2% - 8% |
| Interactive engagement | 20% - 60% |
Content Guidelines
Shop! Association provides detailed content guidelines for retail digital signage.
The 3-Second Rule
Content must communicate its core message within 3 seconds:
Second 1
Capture attention with movement, contrast, or bold imagery
Second 2
Communicate primary message: brand, product, or offer
Second 3
Provide call-to-action or reinforcing detail
Typography Standards
| Element | Minimum Size | Recommended | Maximum |
|---|---|---|---|
| Headlines | 1" per 10ft viewing | 1.5" per 10ft | No limit |
| Subheads | 0.75" per 10ft | 1" per 10ft | - |
| Body copy | 0.5" per 10ft | 0.75" per 10ft | - |
| Legal/fine print | 0.25" per 10ft | Avoid if possible | - |
Font Recommendations
| Context | Recommended Styles |
|---|---|
| Headlines | Bold sans-serif (Impact, Arial Black, Helvetica Bold) |
| Prices | Bold condensed (Impact, Roboto Condensed Bold) |
| Body text | Clean sans-serif (Helvetica, Arial, Open Sans) |
| Avoid | Script fonts, thin weights, decorative fonts |
Color and Contrast
Minimum contrast ratios for readability:
| Application | Minimum Ratio | Recommended |
|---|---|---|
| Large text (>24pt) | 3:1 | 4.5:1 |
| Standard text | 4.5:1 | 7:1 |
| Critical info (prices) | 7:1 | 10:1 |
High-Contrast Color Pairs
| Foreground | Background | Contrast Ratio |
|---|---|---|
| White | Black | 21:1 |
| Black | Yellow | 19.6:1 |
| White | Navy Blue | 16:1 |
| Black | White | 21:1 |
| Yellow | Black | 19.6:1 |
Motion Guidelines
| Element | Guideline |
|---|---|
| Animation duration | 0.3 - 0.5 seconds for transitions |
| Text animation | Avoid for critical information |
| Loop length | 8 - 15 seconds per loop |
| Static hold | Minimum 3 seconds for text |
| Video | Begin with impactful visual (no slow builds) |
| Audio | Generally avoid in retail (check store policy) |
Compliance Framework
Accessibility Requirements
Shop! standards incorporate ADA and accessibility considerations:
| Requirement | Standard | Notes |
|---|---|---|
| Interactive height | Max 48" to highest operable part | ADA reach requirement |
| Clear floor space | 30" × 48" minimum | Wheelchair access |
| Touch target size | Minimum 44px × 44px | WCAG 2.1 guideline |
| Color not sole indicator | Use icons/text with color | Color blindness |
| Text alternatives | Provide for key images | Screen reader access |
Safety Standards
| Category | Requirement |
|---|---|
| Electrical | UL/ETL listed components |
| Mounting | Earthquake-rated in seismic zones |
| Heat | Adequate ventilation, fire-rated enclosures |
| Edges | Rounded edges, no sharp protrusions |
| Cables | Concealed or protected cable management |
| Weight limits | Structural certification for mounting |
Environmental Considerations
| Factor | Standard |
|---|---|
| Energy efficiency | ENERGY STAR preferred |
| Materials | FSC-certified wood, recyclable plastics |
| End of life | Recyclable components, documented disposal |
| Packaging | Minimal, recyclable materials |
| Lifecycle | Minimum 3-year design life for permanent |
Research and Insights
Shopper Engagement Study
Shop! Association's ongoing research provides benchmarks:
Digital vs. Static Display Effectiveness
| Metric | Static Display | Digital Display | Digital Advantage |
|---|---|---|---|
| Attention rate | 18% | 43% | +139% |
| Recall rate | 24% | 52% | +117% |
| Purchase consideration | 12% | 29% | +142% |
| Brand favorability | 8% | 21% | +163% |
Content Type Performance
| Content Type | Attention Rate | Dwell Time | Purchase Lift |
|---|---|---|---|
| Video with product demo | 48% | 8.2 sec | 24% |
| Price promotion | 52% | 3.1 sec | 31% |
| Brand storytelling | 35% | 12.4 sec | 8% |
| User-generated content | 41% | 6.8 sec | 18% |
| Interactive | 24% | 45 sec | 35% |
ROI Benchmarks
Industry benchmarks for digital signage ROI in retail:
| Investment | Typical ROI Range | Payback Period |
|---|---|---|
| Entrance displays | 150% - 300% | 12-18 months |
| Endcap digital | 200% - 400% | 8-14 months |
| Digital menu boards | 300% - 500% | 6-12 months |
| Interactive kiosks | 250% - 450% | 10-16 months |
| Shelf-edge displays | 400% - 700% | 6-10 months |
Certification Programs
Shop! Association offers professional certifications relevant to digital signage:
Certified Shopper Marketer (CSM)
| Aspect | Details |
|---|---|
| Focus | Overall shopper marketing strategy |
| Prerequisites | 3+ years industry experience |
| Exam | 150 questions, 3 hours |
| Renewal | Every 3 years with continuing education |
Certified Retail Environment Designer (CRED)
| Aspect | Details |
|---|---|
| Focus | Store design and visual merchandising |
| Prerequisites | 5+ years design experience |
| Portfolio | Required project submissions |
| Renewal | Every 3 years |
Digital Signage Specialty Track
While not a separate certification, the CSM program includes digital signage modules:
- Digital Display Technology - Hardware and software fundamentals
- Content Strategy - Retail-specific content best practices
- Measurement and Analytics - Proving digital signage ROI
- Integration - Connecting digital to omnichannel strategy
Implementation Best Practices
Pre-Deployment Checklist
Based on Shop! guidelines:
- Store audit completed - Traffic patterns, sightlines, power availability
- Zone plan defined - Primary, secondary, and tertiary placement
- Content strategy - Aligned with marketing calendar
- Technical requirements - Network, mounting, electrical
- Compliance review - ADA, safety, local regulations
- Staff training - Store team understands content and troubleshooting
- Measurement plan - KPIs defined, baseline captured
- Maintenance schedule - Cleaning, content updates, hardware checks
Content Rotation Schedule
Recommended refresh frequencies:
| Content Type | Rotation Frequency | Notes |
|---|---|---|
| Promotional | Weekly or as campaigns change | Align with circular/ad calendar |
| Seasonal | Monthly or by season | 4-8 seasonal variations |
| Evergreen | Quarterly | Brand messaging, value props |
| Dayparting | Daily automatic | Morning, midday, evening |
| Weather-triggered | Real-time | Hot/cold/rain conditions |
Integration Points
Connect digital signage to retail systems:
┌──────────────────────────────────────────────────────────────────┐
│ RETAIL SYSTEMS │
│ │
│ ┌─────────────┐ ┌─────────────┐ ┌─────────────┐ │
│ │ POS │ │ Inventory │ │ Loyalty │ │
│ │ System │ │ Management │ │ Program │ │
│ └──────┬──────┘ └──────┬──────┘ └──────┬──────┘ │
│ │ │ │ │
│ └─────────────────┼─────────────────┘ │
│ │ │
│ ▼ │
│ ┌──────────────────────────┐ │
│ │ INTEGRATION LAYER │ │
│ │ • Real-time triggers │ │
│ │ • Data feeds │ │
│ │ • Event-based rules │ │
│ └────────────┬─────────────┘ │
│ │ │
│ ▼ │
│ ┌──────────────────────────┐ │
│ │ DIGITAL SIGNAGE CMS │ │
│ │ • Content scheduling │ │
│ │ • Dynamic content │ │
│ │ • Multi-zone display │ │
│ └────────────┬─────────────┘ │
│ │ │
│ ▼ │
│ ┌──────────────────────────┐ │
│ │ IN-STORE DISPLAYS │ │
│ │ • Promotions │ │
│ │ • Inventory alerts │ │
│ │ • Personalized offers │ │
│ └──────────────────────────┘ │
│ │
└──────────────────────────────────────────────────────────────────┘
Global Awards Program
Shop! Association's OMA (Outstanding Merchandising Achievement) Awards recognize excellence in retail displays, including digital signage categories:
Digital Display Categories
| Category | Criteria |
|---|---|
| Best Digital Integration | Seamless blend of digital with physical display |
| Best Interactive Experience | Engaging customer interaction |
| Best Use of Data | Dynamic content based on real-time data |
| Best Omnichannel Connection | Linking in-store digital to online |
| Best ROI Achievement | Documented sales lift and efficiency |
Recent Trends from Award Winners
- Personalization - Dynamic content based on audience detection
- Social integration - UGC and social feeds on displays
- Mobile connection - QR codes linking physical to digital
- Sustainability - Energy-efficient and recyclable materials
- Inclusivity - Accessible designs for all shoppers
Frequently Asked Questions
What is POPAI and why was it renamed Shop! Association?
POPAI (Point of Purchase Advertising International) was founded in 1936 as the trade association for point-of-purchase displays and advertising. In 2017, the organization rebranded to Shop! Association to better reflect the modern scope of shopper marketing, which now includes:
- Digital signage and in-store media
- Experiential retail activations
- Omnichannel marketing integration
- Shopper insights and analytics
- Retail technology innovation
The "POPAI standards" terminology is still widely used and refers to the same guidelines now maintained by Shop! Association.
What screen sizes does POPAI recommend for retail?
Screen size recommendations depend on retail zone:
| Zone | Recommended Size |
|---|---|
| Entrance | 55" - 98" |
| Endcaps | 32" - 55" |
| In-Aisle | 22" - 43" |
| Shelf Edge | 6" - 15" strips |
| Checkout | 22" - 43" |
How do I measure digital signage ROI in retail?
Shop! provides a framework:
- Baseline: Measure sales before deployment
- Controlled test: Compare test stores vs. control stores
- Attribution: Calculate incremental lift
- ROI formula: (Incremental Profit - Investment) / Investment × 100
Typical retail digital signage sees 15-40% sales lift on promoted items.
Resources
Official Shop! Association
- Shop! Association Website - Membership and resources
- OMA Awards - Award program details
- Certification Programs - Professional development
Related Documentation
- DPAA Standards - Digital out-of-home advertising
- Screen Resolution Standards - Display specifications
- Content Best Practices - Content creation guidelines
- Retail Digital Signage - Industry-specific applications
This guide reflects Shop! Association (formerly POPAI) standards as of 2026. Standards are updated periodically; consult Shop! Association for the latest guidelines.