With the rapidly growing market of the E-Commerce industry, your company would be eyeing a thorough understanding of the point of purchase (PoP) marketing strategy. The buying cycle is three-fold: consumers search for products, research multiple brands and finally arrive at the store to purchase. Previously, there was only one opportunity to get consumers to make purchases offline. Thanks to PoP ads, you can have this chance online.
The P.O.P is an important part of the marketing funnel which provides an effective way for a business to target potential customers. All the P.O.P has to provide the most effective way to raise awareness in a particular market by showing off and advertising their products through the use of high-quality point of purchase advertisements (e.g. stands & banners).
The P.O.P gets right on the pulse of what a lot of people are looking for when wanting to purchase a certain product; this enables businesses to be much more competitive and get noticed by interested publics as well as new and existing customers alike many times over, thus improving brand exposure, sales, and profitability.
Point of purchase marketing
Benefits of Point of Purchase Marketing
Point of purchase marketing refers to the advertising and promotional strategies that are implemented at the point or place of purchase. This can include point of sale (POS) displays, brochures, flyers, interactive kiosks, signage, and more.
Point of purchase marketing is useful for many reasons. It helps:
Benefit 1. Attract customers to buy products
When customers are browsing in a store or are at a counter, they may see a product they want to buy but will likely forget about it later on. Point of purchase marketing gives them an incentive to buy it immediately.
Benefit 2. Offer discounts and increase sales
Offers like discount coupons and free gifts help customers save money and get more value from their purchases. In return, this increases your sales because customers are more likely to buy your products.
Benefit 3. Increase brand exposure
Providing brochures with information about your brand helps potential customers learn more about you and your products before buying them. They can also read about what sets you apart from competitors and how you can meet their needs better than other companies. This makes them more likely to become loyal customers who will continue purchasing from you in the future.
Benefit 4. Increase customer retention
By learning more about customers’ needs at the point of purchase, you can use that information to improve your targeted marketing. Target marketing will result in a decrease in advertisement costs and high conversion rates.
Types of POP marketing
Types of POP
The point of purchase (POP) is where consumers make the decision to buy a product or service. POP displays can be a key component of an integrated marketing communications plan. They are usually located near the checkout counter (also known as a point-of-sale display) and are designed to catch the customer's eye, often at the last minute as they are waiting in line to pay.
POP displays may be used to promote new products, special offers, introduce new packaging, create brand awareness, and encourage trial. Many retailers use POP displays as a means of merchandising their products.
There are three types of point-of-purchase displays:
1. Permanent Point of Purchase Displays
This type of display may include freestanding shelving units, signage, floor graphics, and other types of permanent fixtures. Permanent POP displays are meant to be permanent fixtures in a store while providing a consistent look and feel for branding purposes. These types of POP displays can take weeks or months to get approved by retailers because they require stores' management approval and require significant space within the retail location.
2. Semi-Permanent Point of Purchase Displays
This type of POP display is designed for longer-term use than temporary displays but does not require retailer management approvals.
3. Temporary Point of Purchase Displays
Temporary displays are those that only last a few days or weeks and then they are taken down and replaced with a new point of purchase displays.
POP display executions
Point-of-Purchase Display Executions
A number of different point-of-purchase display executions are used by retailers to sell and promote their products. These include:
Flyers
Flyers are a popular way to promote products in-store. They can be handed out at the front of the store, placed in the produce aisle, or distributed at checkouts. They are often used to promote special offers for specific products or services. Flyers can also be sent directly through the post and made available via online shopping sites.
Banners
Banners are a common way to display products and promotions in stores. Banners come in many different sizes and shapes including roll-up, retractable, and more traditional banners that can be hung from ceilings, walls, or shelves. Banners can be used to attract attention to specific products and services or special offers. They can be positioned at entrances, checkouts, or anywhere else that attracts traffic.
Brochures
Brochures are another option for retailers looking to promote their product range more effectively in-store. Brochures come in a variety of styles and can be placed on stands between shelves, handed out by staff at entrances, or attached to shelves or product displays near relevant items.
Digital displays
Digital displays, whether it’s a pop-up display or video monitor, can be an excellent tool for your point of purchase display in retail stores or trade shows. These displays can highlight the features and benefits of your product in a way that can help educate consumers about your product without having to talk to someone from your company.
Electronic Shelf Labels
Electronic shelf labels (ESL) have become increasingly popular in recent years because they allow retailers to change prices and promote products remotely with a few clicks on the keyboard instead of manually changing each label and flyer. This is particularly useful when it comes to promoting any product on the shelf.
MinewTag’s Electronic Shelf Labels are reliable labels that can be used to promote any product at a POP. High-quality displays and paper-like experiences can attract more customer attention and lead to an increase in sales.