A Display is a Terrible Thing to Waste
The point of purchase (POP) is where all elements come together – the buyer, the product and the money. It’s known that 76% of purchasing decisions are made in store and that 68% of all in store purchases are made on impulse, taking consumers 3 to 7 seconds to make a buying decision.
So, what makes consumers choose a brand as opposed to other?
A lot is said of brand awareness and recognition and the necessity of being not only on consumer’s top of the mind but also in front of them when the buying decision is being made. Companies that invest not only in competitive pricing and promotions, but as well as other marketing activities at store level e.g. digital signage, packaging, POP displays etc. are on the right path of a winning recipe.
According to A.R.E. Compliance Study, planned POP displays impact sales by 193%, whilst unplanned displays ignites them by 121% as opposed to 42% when CPG companies opt for no displays at all.
According to the POP Compliance 2016 Whitepaper, “maximising a P.O.P. display program results requires a combination of great design, a clear understanding of display economics, and exceptional execution of all aspects of the display program.”
Results have shown that there’s a discrepancy between the perceived level of compliance by CPG companies vs the reality. Effectiveness, at first perceived to be at 70% , in reality, is shown to be only 40%.
What are the factors that contribute to the failure or success of a planned display program?
A P.O.P. program will only be successful if displays are in place, correctly implemented, and stocked.
Needless to say, compliance at store level is one of the keys for P.O.P. display success, therefore, managers must clearly allocate responsibilities and arm people with the right information so tasks can be properly performed.
Due to the level of complexity surrounding the execution of in store displays, other items such as systems, clarity on information, set tasks, processes and superb project management are critical to the success of a well-executed POP program.