Ten Reasons to Use POP
- In-store POS targets responsive consumers in the mood to shop.
Shoppers notice and act upon displays inside stores and at the shopping mall - on average marketers in Australia spend between $4-5million on point of sale with 28% of customers aware of in-store / in-centre displays and mall merchandising. (source: Directional Insights – Australian Shopping Centre Consumer Behaviour Benchmarks: Marketing Matters Vol 9 – 2005)
- POS leads the consumer to brand choice and final purchase
In the UK the power of POS is compelling with up to 75% of shoppers in the major supermarket chains making their final purchase decisions in-store in response to product displays and visual merchandising.(source: Admap – Digital Screen Advertising Jan 2004)
- The 4 key benefits of effective store display and merchandising:
- Strong store standout & product range differentiation
- Store ‘show-through’ with visible, inspiring and aspirational windows & displays that entice shoppers
- Store ‘pull-through’ with effective back wall displays that draw shoppers right to the back of the store
- Managed customer traffic flow with strategic displays that direct a ‘customer journey’ from cool to hot spots throughout larger stores(source: Marketing Matters Vol 9 – 2005)
- Proven POS effectiveness in driving sales
Research in the UK has demonstrated an average +7.5% short-term uplift in sales with the use of in-store POS. Sales lift due to point-of-purchase varies significantly according to competitor in-store activity and by brand and within product category. (source: Admap – Digital Screen Advertising Jan 2004)
- Growth of in-store digital media taps the potential of POS
Major retail groups such as Wal-Mart and Westfield in the USA, The Bijenkorf chain in Holland, Tesco supermarkets in the UK and Coles in Australia are becoming media channels in their own right – speaking directly to customers and trialling in-store tv, plasma projection screen networks and digital POP plasma and shelf display screens. (source: Posterscope PS newsletter ‘Cutting Edge technologies drive exciting new OOH opportunities’ - Winter 2004 / ‘In-store tv switches on ‘ - AdNews Feb 11 – 2005)
- POS and product display / visual merchandising taps the $ value of
‘Pester power’
In the US children and teens are a major influence on up to 43% of all household purchases. In an adult time-poor world children are becoming increasingly educated and sophisticated consumers in their own right and many make shopping trips and purchases using their own money without adult supervision. (source: Marketing Jan 2005 / Admap - Understanding the Shopper: the key to success Vol 5, Issue 4 2004)
- Effective POS and price-point driven displays can influence up to
50% of grocery purchase decisions.
AC Nielsen Homescan data analysis shows that in most supermarket fmcg categories: 20% of households are highly price sensitive and nearly always buy products on discount while a further 30% buy on discount for about half of all purchase occasions. (source: foreseechange: ‘Evaluating Advertising Return on Investment Oct 2003)
- Effective ‘Point-of-sale’ converts to sales at ‘point of action’.
The primary role of POS is to integrate with in-store promotions and point of purchase displays - and ‘nudge’ a highly targeted consumer segment toward a brand decision as close as possible to the purchase event. (source: Admap - How to use Ambient Media: Finding novel ways to reach consumers Issue 454 2004)
- POS media multiplier effect.
Point-of-purchase works equally well as a tactical short-term (often price based) call-to-action in-store or more strategically as part of an integrated brand campaign with mainstream media to improve awareness, liking and purchase predisposition. (source: Admap - How to use Ambient Media: Finding novel ways to reach consumers Issue 454 2004)
- Digital and plasma screen POS displays reach innovative heights
New digital technologies are presenting consumers with the exciting option of 3D POS product displays in-store that can be viewed from up to 120 degrees – ‘ … in France, Italy and Spain 53 inch plasma screens are now being used to make shampoo bottles loom in front of consumers in shops …’ (source: Marketing Magazine Jan 2005).
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