Point-of-purchase marketing, also known as POP marketing or marketing at retail, uses in-store displays and other last-minute marketing ploys to influence the customer to choose a specific brand or to make an impulse buy.
Point-of-purchase marketing takes over when the customer is already in the store and ready to make a purchase. POP displays and marketing techniques draw attention to particular brands or special offers that create additional value or showcase the advantages of the product. This additional marketing has a large impact because it is in place at the very moment that the consumer is making a buying decision. Marketing messages by competitors may be marginalized by an effective POP marketing campaign.
CUSTOM MESSAGE CREATION
Point-of-purchase marketing displays must be attention catching and constantly evolving. Once the customer sees the same display for a few weeks, it becomes inefficient. Change the offer regularly, rearrange the display and keep it interesting. Quantity discounts and buy-one-get-one-free offers are a good example of offers that must be changed regularly to continue to influence customers. If the sale is regularly available, customers will not feel the urgency to buy additional items to get the discount.