The DP point in a shopping mall store refers to a strategic area that uses various expressive techniques such as visual, auditory, and experiential elements, along with different display props and design methods to showcase product features. It's designed to provide shoppers with an exceptional shopping experience, guiding them towards further purchases and stimulating their buying impulse.

The DP point often works in tandem with the store's overall presentation and holds a crucial role in the mall's display strategy. It can be argued that the effectiveness of a shopping mall's presentation largely depends on the strategic placement of the DP point. This point serves as the initial interaction between the brand's physical store and its consumers. The more distinctive the display at this location, the longer consumers are likely to stay in the store, thus increasing the likelihood of a sale.

DP points are usually set up in public crossroads or open areas where there's a high concentration of foot traffic, aiming to capture consumers' attention. They are typically located in areas that are easily accessible and do not obstruct the flow of shoppers. Common display methods for DP points include hanging displays (suspended from above), ground displays (placed on the floor), wall displays (using the wall as a backdrop with relief or semi-three-dimensional forms), and display stands (posters, X display racks, promotional racks).