Article by VM Design visual merchandising company
Point of purchase marketing, commonly abbreviated as
POP, and also known as marketing retail utilizes in-store displays to convince
customers to make purchase of a particular brand. How can you use your point of
purchase marketing to attract customers’ attention, or convince customers to
make impulse purchase at point of sale?
Several approaches can be used, but the most effective
is to offer customers exhilaration and value. Just like any other marketing
effort, POP must be directed towards conveying a clear message to customers to
persuade them make purchases.
Rich
attractive graphics
Customers are most attracted by visuals, therefore,
when creating your materials for point of purchase marketing, consider using
conspicuous colors, interactive graphics as well as modest messages. You may
consider using rare shapes and quirky concepts. Make use of your creativity and
create your material more appealing. This is for one sole purpose: for visitors
and customers to see.
Proper
positioning
The location of your POP material matters a lot as it
is critical that the material be easily visible to customers and visitors,
whether you put it on tables, marquee, checkout stands or shelves. The
effectiveness of the material also accounts a lot other than just positioning.
It must have messages that are easier to read and comprehend. The POP material will particularly be helpful
when customers are making their buying decisions, therefore, ensure that they
are easily accessible, for that matter, they should be at eye level.
Complementary
to product line
Point of purchase marketing primarily serves the
purpose of convincing customers make impulse buy, therefore, use of
opportunities that are in line with your primary product should be given a
close thought. For instance, if running a restaurant, entice customers with
daily specials on tabletop displays, post images of mouth-watering snacks to
complement the beverage menus for taverns, and other sorts of tricks for
relevant businesses. These POP efforts should be reinforced with proper
training of staff with ideas to convince customers to make purchases.
Research
Conducting a personal research on the relevant things
that can be added in POP marketing strategy is also a better approach. Prior to
making a campaign launch, you need to know whether the product you’ve selected
has a larger demand in the region that you intend to make sale. You may start
with several products for analysis purposes to see which ones are in high
demand and which ones are not. Once you’ve noted down items with great appeal,
you can use the following POP strategies.
· Offer
discounts- to increase purchases, you can bundle up two related items and offer
a discount for purchases on both. For instance, if you are into cosmetics,
offer shampoo and a hair conditioner as a bundle on discount. A “Buy one get
one free” promotion can likely do wonders as well.
· Provide
guidance for purchases- you may create adverts with themes to offer guidelines
to customers on how they can make purchases.
· You
your impulse buys as a case study- consider the things that made you make an
impulse buy when making a purchase. What attracted you most to making the
purchase? Figure it out and try to implement the same.
·
Revolutionize
your POP strategies- always consider new strategies of marketing your products.
Give fresh approaches priority. If customers continually
see the same advert or promotion through several weeks, the excitement that
they first got will vanish.
Alluring clients to make impulse buys will not only
increase your daily sales, but will attract more clients as word about you
spread around. More clients will also come in searching for other products that
you might be offering.
Also check out the VM Design visual merchandising portfolio.
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