The Importance of POP

Based on recent studies, most purchasing decisions - approximately 70 percentare made in-store. It means even if customers bring a shopping list, they still compare options placed on the shelf to find which product they save more. Therefore, to cut through the competition and improve sales, retail stores must maximize the use of POP displays and signages.

Purpose of POP

Often, POP is a more reactive approach to marketing - it is rarely emphasized in a retail store’s marketing plan. Others make use of it to counter competitor promotions; some want to showcase price benefits. Generally, cereal aisles in supermarkets show coupon offers for a dollar off if consumers will get three boxes. However, retailers must be cautious in using POP promotions as they may discount the value of the brand in the future.

Types of POP

Temporary - Last for only a couple of months. Usually, they feature promotions, discounts, or seasonal product promotions. Most of the time, these displays are construction from inexpensive cardboard.

Semi-permanent – It is also known as off-shelf display or secondary display. It lasts at least three months up to a year. Generally, these displays have better design quality.

Permanent - They are less common - last for years and commonly used as an option for notable brands.