RETAIL MARKETING: Out With the Old, In With the New, Still the Same Push.

Certainly one of the oldest (if not the oldest) form of advertising is point of purchase. Today, thousands of years since the world's first sale took place (we won't go so far as to suggest the point-of-purchase ad was for the world's oldest profession!), point of purchase (or if you prefer, point of sale) advertising remains a highly-effective way to stimulate sales, add-on sales, upsales or spontaneous sales for a variety of products, in a variety of situations.

However, POP has clearly evolved in recent years beyond the traditional, static, one-dimensional sign, banner or poster to fully-walking-upright technology — including interactive, touch-screen, digital or even video displays. More importantly to retail marketers, the strategy still works — in supermarkets, for instance, delivering on average a 1.2% to almost 20.0% lift in brand sales (depending on product and type of display), while in pharmacies pulling an average 6.5% brand sales lift. According to Point-of-Purchase Advertising International (POPAI), the global association for marketing at retail, the same positive results should be anticipated in virtually any retail setting.

So if you're marketing on the ground, give that marketing a push with POP.

SOURCE: Marketing News, NOISE

Reported by: John Sprecher