You definitely need POP for marketing your product right!
Yeah, take a break, from adding stuff to the cart. Let’s not lie, we all want to head towards this POP Display and want to grab one or 12. :D
This is the beauty of POP Display; you must have come across this during grocery and household shopping, right?
Ever imagined, why they are placed in the store? So, I will start from the basic definition, of course!
Point of Purchase is placed on any part of a store keeping in mind that a customer engages with your product. POP displays themselves are displays are kept separate from the standard aisle shelf, effectively inserting a product into a shopper’s path through the store. These POP are kept in the store to grab the attention of the retailer and the customer.
There are several factors that the marketing and creative team keep in mind before designing them. Some of them are:
1. Scope: The ultimate aim of any campaign is that the consumer should pick the product in order to meet the demand they are seeking for and the customer become the loyal fella for the brand. Let’s understand this in detail, If a brand has launched a new product, the basic aim for a brand, as of now will be to aware the customer at one go and create a easy pathway for them to purchase the product then and there. For that, the POP must be attractive in shape and colour. Assuming the product to be placed in center and it should be kept in such a manner that a customer must notice it, once it lures the customer towards the POP, the POP should, itself act as the guide book for the customer. A marketer should design it in such a way that it can answer the customer challenge ”Bas 2 minute hai, tumhare pass, bus 2 min”
2. Station: So, these retail shops are way too smart and they never fail to notice the customer’s smallest gesture. They cater to a teen as well as the retire customers. We might be messy in our thoughts but we have the love for minimalism and hence the retailers keep this in mind and design the sections accordingly. The easiest go for the marketers are to keep the brand they want to promote in the middle segment of the section so that it won’t be an effort for the customer. Further there are many points that are kept in mind before designing the station and a few of them are:
- The theme as per the season
- How much space will the POP occupy
- Where will be they placed? In the end of the washroom essentials? Or just in front of the alcohol stock, ummm near sanitary pad section, ah wait, are you planning to keep it near the billing counter?
Lastly don’t forget the shop’s branding should be the priority, POP design are just a segment of the shop.
3. Secured: While designing the POP marketers keep in mind not to get into controversies, even after the majority of TG agrees on idea or fact.
Why to spend on POP?
Investing can provide more return. Marketers are smart and they won’t spend without mapping the ROI. POP expenditures are of increasing significance to marketers for three reasons. 1. they often prove more productive than advertising and promotion expenditures.
2. the decline in sales support at the store level is stimulating interest among retailers in manufacturers’ POP programs.
3. They bring changes in consumers’ shopping patterns and expectations, along with an upsurge in impulse buying, mean that the point of purchase is playing a more important role in consumers’ decision making than ever before.
Here, I would tell you a mantra. A successful marketer always keeps the customer first and the return later. And hence before going for POP, marketer always seek for the answer of the below listed curiosities.
- What must happen at the point of purchase to satisfy consumer needs?
- Which channel members — manufacturers, retailers, consumers — are willing to perform which functions?
- Which members can perform them most cost-effectively?
- How should the functions be allocated?
- How should the pricing structure for the product (and for the POP program) reflect this allocation of functions?
Happy Marketing to you!
Image Source: Google
