THE POINT OF MARKETING

THE POINT OF MARKETING

Having great in-store marketing is how a brand drives up their sales. POP, or point of purchase, is simply a place where sales are made. This used to be considered only as the impulses buys made around the checkout counter, but has since developed into a form of marketing throughout the store. POPs include special displays, promotional displays, and signage/graphics. POE, or point of experience, is an innovative marketing tool that includes pop-up shops and technology. There are many purposes and benefits of POP and POE displays, which I will discuss in this blog post.

POE DISPLAYS

A point of purchase display should build store traffic, create awareness about a sale or aspect of the brand, leave an impression on the customer, and increase sales for your business. POP displays should be very eye-catching, functional, and useful in order to build up traffic and attraction within the store. If it looks great then customers will want to go over to the display and touch or examine the merchandise. A POP display can also create awareness by introducing a new product or service. Part of giving you customers what they want is understanding their demographic, so you know what they like and what they want to see more of. Using signage is an extremely effective way to give information and make a customer stop to check out the display. I highly recommend this technique. You can create an impression with your display by making it interactive and enticing. Use contrasting colors and hot items that promote your brand to leave a lasting impression. By incorporating all of these elements that promote purchasing, it will inevitably increase your business’ sales and force people to make impulse buys.

POP-UP

SHOPS

Point of purchase marketing is evolving into point of experience marketing which is all about interaction and increasing the customer experience. Using technology, like apps, in addition to shopping will increase the customers’ experience. Pop-up shops are a new way to employ POE. These temporary stores are usually very unique and have limited stock. They are able to communicate a brands story and present new product lines to the public. Tiffany did a great job on this one in London pictured below. Finally, brands like Chanel and Nike have started using vending machines as a new way to market to customers and provide them with a cool experience they will likely never forget.

POP and POE displays and designs get customers excited about merchandise. These types of displays can be seen as a silent sales person who informs the customer and attracts them to make a purchase. Ultimately, displays and designs that fulfill the elements I previously discussed will influence the customers to make on-the-spot purchases that they did not intend on and raise your business’ sales.