What is Point of Purchase (POP) Marketing?
A Point of Purchase (POP) is the strategic location where consumer products are positioned to catch the customer’s eye, whether in-store or online. It’s all about timing and placement to maximize the chances of making a sale. The point of sale (POS) is where the actual transaction occurs, and within the surrounding POP area, marketing magic happens to entice customers with promotional displays and offers.
Key Takeaways
- The Point of Purchase (POP) determines where marketers place promotional activities surrounding consumer products.
- POPs can be physical, like in a brick-and-mortar store, or virtual, as found in e-commerce sites.
- Display manufacturers are enhancing their designs to boost engagement and competitiveness.
- The global POP displays market is projected to grow at a CAGR of 5.9% from 2018 to 2026.
Understanding Point of Purchase Marketing
Both physical storefronts and online retailers focus heavily on Points of Purchase to display products and navigate consumer interest. It’s a key area where enhanced design and strategic placement can significantly affect customer behavior and sales outcomes.
In physical stores, when customers make a purchase, they receive an invoice detailing the transaction, and upon payment, a receipt—many of which are now delivered electronically.
Enhanced Point of Sale (POS) Systems
Modern Point of Sale systems go far beyond simple cash registers. They now incorporate intricate peripherals like bar code scanners, scales, touchscreens, and networked software to improve the sales process. Moreover, POS systems play a critical role in accounting, inventory management, and even prevent theft or fraud by integrating with comprehensive business systems. Cloud-based POS systems offer scalable solutions that reduce upfront costs for businesses.
Growing Trends in POS Innovation
POS systems today are highly customizable—shapeable to industry-specific requirements. They underpin reward programs, manage inventory, and even allow hotels and restaurants to offer direct purchasing to their customer’s locations, enhancing convenience and improving user experience.
Real-World Example
According to an industry report, the global point of purchase displays market is set to grow at an impressive rate. Despite the rise of online shopping, in-store shopping continues to be highly favored, with POP displays being key in attracting customers’ attention. Manufacturers at the forefront are improving aesthetics and offering custom designs aimed at elevating brand recognition through unique, customer-centric solutions.
Enhance your retail and e-commerce strategies with impactful POP marketing, capturing consumers at the critical moment of decision.
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References
- Research and Markets. “Global Point of Purchase (POP) Displays Markets Report 2018”.
