Point-of-Purchase Marketing

by Emily Retherford

1 min read

Point-of-purchase marketing refers to promotions that happens where products are sold. In comparison to traditional print and digital marketing, POP materials are designed to convince shoppers to purchase an item on the spot. Since many customers still prefer to purchase in-store, POP marketing can have a significant impact on your bottom line. POP marketing is often strategically placed in high-traffic areas, providing increased product visibility in crowded stores. For product manufacturers, this can translate to increased sales and improved brand awareness. The goal of POP marketing is to draw customers to your products and inspire an impulse buy. To that end, the most effective displays capitalize on buyer psychology. Sale-focused signage speaks to a shopper’s desire to save money and ignites a sense of loss aversion – the fear of missing out on a deal. Other POP displays make buyers feel great about a purchase. A mascara manufacturer, for example, might use dramatic before and after eyelash photos to convince shoppers that the product can change their appearance for the better. Marketing at the point of purchase can take a variety of forms: large freestanding units, endcap displays, or small branded containers that sit on checkout counters. Some POP units include LCD signs that use movement and sounds to attract the attention of passersby. Tactile displays are particularly compelling; a headphone company could set up an in-store listening station, and a mattress topper manufacturer might provide a physical sample for customers to touch. In addition to increased visibility, POP marketing also lets you create a consistent customer experience. Since manufacturers usually send POP materials to retailers – as opposed to leaving promotional displays up to individual stores – it’s easier retain control of your brand aesthetic.

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