Display and Point of Purchase Services (POP)

Display and point of purchase (POP) services provide retailers and consumer goods manufacturers with displays, signs, racks, merchandise tables, store fixtures, store fronts and other materials to market products to consumers. The products that display and point of purchase (POP) services develop are designed to affect consumer behavior at the place and moment of purchase. In retail settings, point of purchase advertising is designed to increase foot traffic to a specific item. In some cases, a point of purchase stand can be used to provide product samples. Point of purchase signs are another important part of a retailer’s in-store marketing program. A point of purchase sign needs to be visually appealing, informative, and easy to read and recognize. POP signs can mount be wall-mounted, floor-mounted, or hung from the ceiling. Standalone products are also available.

Display and point of purchase (POP) services are located across North America and around the world. They differ in terms of capabilities and cost, and offer many different types of products. The materials that point of purchase services provide are integral part of a company’s marketing program. A point of purchase stand is usually portable, lightweight, and designed to be transported to conferences, conventions, or trade shows. Fixed POP stands are heavier and/or designed for in-store mounting. Some display and point of purchase (POP) services design products that enable businesses to gather demographic or financial information. Others specialize in graphic design, product packaging, or traffic analysis.

Display and point of purchase (POP) services are used by retailers, wholesalers, restaurants, hotels, motels, and cafeterias to improve sales, manage inventory levels, and facilitate credit card transactions. Display and point of purchase (POP) services can also be used to manage shrinkage control. Before selecting a point of purchase service, retailers should determine whether the company adheres to NRF standards. NRF is an acronym for the National Retail Federation, the world’s largest retail trade association.

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  Heritage Marketing Packed with examples, cases and insights from around the world, this book systematically addresses the principles of marketing as applied to the heritage sector and provides an...
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