Point of Purchase Display More Important than Ever!
New research has revealed a rise in the number of shoppers who make their buying decisions in stores. Today, shoppers are 80% likely to choose their purchase in-store.
The battle of the brands or for any product is on the shelves, in the aisles and even on the floors and walls. Point of Purchase promotion has a greater opportunity to achieve its aims of increasing visibility, trial purchase, sales, and strengthening brands.
Judging by the number of displays appearing in stores, we can easily state that POP display promotion is strongly underused. However, those who don’t use it or won’t use it, are even more likely today than in 2012, to lose the purchase and watch competitor’s brands gain a strong foothold on the market.
Brand managers and manufacturers just need a reminder about the potential of retail POP promotion. Reaching a customer near or at the time they are considering a purchase is when they are most open to competitor’s promotional tactics. More than likely, you will lose sales to your competitors, if you have no promotion. Your product will not leap at them from the shelf.
Whatever type of POP messaging you use, think of POP as a creative technique, not just functional. There are ways of combining displays with print materials and even digital media to maximize your results.
And this is exactly where you can multiply your gains. Changing your display size and shape can get attention, but to really gain “basket share” you need to combine media to enhance recall and drive greater engagement with the brand and product. Each additional component you use multiplies the effect.
At no other time has it been possible to blow the doors off conventional thinking about POP display and promotion. POP provides what electronic, radio and TV promotion can’t — a physical, in-person, sensory experience.
What Do POP Displays Do?
- Showcase value packs/bundled items for extra savings
- Get brand/product out into the aisle where they get seen
- Get your product’s value proposition across
- Persuade shoppers to put down competitors product and take yours
- Use QR codes to interact with smartphones
- Make product details more readable and easy to see
- Increase product trial and sales
- Increase engagement with social media
If you’re looking to power up advertising/sales and are getting tired of the cost of advertising online, point of purchase is the first thing you should try. There’s no better time to reach consumers than when they’re in the store.
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