Point-of-purchase Communication.ppt

Point-of-purchase Communication IMC Lecture 5 by: Prasopsiri P. The Importance of POP Communications POP (Point-of-purchase displays) Any form of special display that advertise merchandise Near cash registers, at the end of aisle, in-store entry way or any other place where they will be noticed 70% of all purchasing decisions are made in the retail store 50% of money spent at supermarkets is unplanned These purchases are called “impulse purchases” For food purchases, 88% of the decisions about brands are made in the store at the time of purchase The Importance of POP Communications Purchases can be classified into 4 categories Specifically planned purchases: the consumers has bought the specific product and brand she/he intended to buy before entering the store Generally planned purchases: assume that the purchase of the product, but not a specific brand, was planned before entering the store Substitute product/brand purchases: occur when the consumer intended to buy a specific product/brand, but actually purchased another product/brand Unplanned purchases: the purchase that the consumer did not plan in advance Objectives and Tools Objectives and Tools An attractive exterior design may differentiate the store from its competitors, so increasing the likelihood that the consumer will enter the store Objectives and Tools The display should make a clear, succinct offer that consumers immediately understand Design Effective POP Shelf displays to dispense coupons is very effective Floor graphic develops brand recall Trolley advertising Display with a mobile elements, movement is more likely to attract the attention of shoppers Interactive kiosks. The kiosk should be placed in a quiet corner rather than in a crowned, noisy aisle Store Image Store Image = Store Personality External characteristic determines the first impression a consumers gets from the store. So the retailer should pay attention to the store front, the entrance, the placement of sign and make them