What POP is and why point-of-sale advertising is so important
Point-of-purchase advertising (POP) refers to the set of actions and strategies, carried out by a brand or company, with the aim of highlighting its products or services to customers directly at the point of sale.
Generally, these actions tend to include the design and distribution of display and advertising materials on retail shelves to grab consumer attention.
Point-of-purchase advertising is a very important part of the marketing strategy of many companies, as it lets you increase the impact of commercial messages by placing them in strategic spots where customers take their buying decisions.
Final goal: encouraging the purchase and growing sales.
POP can include many materials such as displays, stoppers, display trays, delimiters, vinyls, islands, gateways and arches…
And they can be used to promote a brand, products, discounts, special offers or others, although they can also include the distribution of promotional material on websites, social media and other digital channels.
What are the main advantages of POP?
Greater brand visibility
Point-of-purchase advertising can help a brand stand out from the competition and provide a reminder of that brand to the customer when they are taking a buying decision.
Better customer experience
The various POP solutions for retail can help improve the customer experience by offering detailed information about products and services.
Higher sales
Good point-of-purchase advertising can help generate more purchase conversion by increasing the impact of advertising on customers.
Building brand loyalty
POP can help build greater brand loyalty by offering more detail about the products and services on offer, thereby improving the customer experience.
Cost reduction
Point-of-purchase advertising is an efficient way to promote a brand or product without having to invest large amounts of money in traditional media advertising.
Some examples of point-of-sale advertising you should know
Today there are many POP solutions available on the market, such as tabletop displays, promotional profiles, shelf strips, fronting devices, shelf wraps, totems, etc.
However, some of the main ones can be:
Signs
Signs are an effective way to catch customers’ attention at the point of sale. These sections can include an attractive image of a product along with extra information, such as discounts, special offers, etc.
Shelf strips
Shelf strips are the perfect complement for campaigns, promotions or product implementations. These printed bands are 100% customisable and adapt to every type of shelf profile and label holder available.
Promotional windows
Promotional windows have a direct impact on the consumer, grabbing their attention as they browse the shelf during their shopping journey at the point of sale.
Stoppers and displays
Catch the consumer’s attention straight away with elements that stick out from the shelf. They are ideal for communicating brand and promotions, achieving a very powerful eye-catching effect and making visual navigation easier for the consumer.
Promotional profiles
Promotional profiles are ideal for segmenting product families, new implementations or new product launches.
Decorative islands
A perfect element to highlight the brand or product in a disruptive way at the point of sale. It generates an attention magnet and grows sales.