Putting the Pop into P.O.P.

The following interview with Howard Stumpf, President, and John N. Kawula, vice President, of the Point of Purchase Advertising Institute provides an insight into contemporary point of purchase advertising theory and technique. These display ideas apply to the selling of building products as well as other retail situations.

Q: What makes a successful display?

A: Creative visual merchandising at the point of purchase can be a major factor in increasing sales and profit. It is one of the few controlable elements that can provide an advantage over competition. A successful displaY is one which achieves bottom-line results. It must fit the needs of different store environments. locations and consumers.

In many cases a good displaY can do more to sell a product than several ads in the local newspaper. Studies have proven that most buying decisions are made at the point of Purchase and consumers are greatly influenced by store displays and sales personnel proficiency.

Q: How are displays changing?

A: Display materials in themselves have not changed dramatically in recent years. Displays are not getting higher, wider, redder or bluer. In fact, materials used in the construction of displays have not changed significantly since polyurethane was introduced over a decade ago' Much of the innovation in the marketplace today comes from combinations of materials as well as from technological breakthroughs.

Q: Can displays pull cutomers into dead low-traffic sPots?

A: Displays with light or motion can bring customers into dead lowtraffic spots. But in today's marketing environment, retailers can't afford to have dead areas for long. Those that do quickly go out of business.

Q: What directions do you see displays moving in?

A: Displays will be more creative and diverse. There will be more departmentalization and comPartmentalization as advertisers provide retailers with assistance in organizing merchandise. Shelf management systems will develop. Frame-out sYstems will be used to define a section and stimulate the sales volume of an entire product category. This system is designed to create a separate department within an area where the product is normally stocked. Utiliza-

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