This discussion centers on forward-looking best practices for producing effective P-O-P campaigns and examines the value of forging valuable partnerships with customers and suppliers.
By Dan Pratt
In the world of graphics manufacturing, how does one define P-O-P, besides using the words point-of-purchase? Perhaps the most effective way to define this fluid and ever-changing category is Shopper P-O-P, the eight-feet-and-below-eye-level signage—programs that must immediately draw shoppers to a particular product or brand. P-O-P means connection, education, and action.
P-O-P programs take on various forms inside the retail space, from meaningful shelf- mounted, static signs to creating engaging experiences with integrated, dynamic displays. Effective P-O-P providers work hand in hand with retailers and product-brand managers to anticipate customer needs, develop solutions to capture customer attention and gain customer loyalty, and ultimately deliver increased market share through innovative, effective, and targeted merchandising, promotional, and seasonal campaigns.
Successful partnerships between providers and clients involve brand and consumer insights, creative design services, store-specific rollouts, value engineering, multifaceted print production, inventory management, distribution, and installation.
It’s a shopper’s market
It is no secret that retailers and manufacturers have had an ongoing power struggle when it comes to competing for space and choosing promotions. In more recent times, we have seen shifts within the marketplace that are forever changing the dynamics of the relationships between retailers and consumer product brand suppliers. Undoubtedly, it is a shopper’s market and, ultimately, the power starts and ends with the consumer.
Despite the online shopping component infringing on the brick-and-mortar experience, there is strong evidence that shoppers are still heading to physical stores to feed their senses with the ability to touch, test, and see end products. These habitual behaviors have been created over a long time and will continue to benefit retailers and the experience they provide through consumer product companies, which is why it is more important than ever to grab customers’ attention quickly and inspire them to act while you have their attention in the store.
This has resulted in more collaborative partnerships between the retailers and consumer-product-goods companies, which make the role of the P-O-P provider even more important. Retailers are requiring more from their brand manufacturers to deliver value and to maximize profits within their retail environments. That’s why it’s important to understand the nuances of the role P-O-P plays with the consumer and how to translate that to connect consumers with retailers and product brands in unexpected ways.
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