Retailers, Grocery Stores and Convenience stores are seeing a “back to normal” philosophy from more customers. Now is the time to refresh your Point of Purchase (P.O.P.) strategy and implementation. Point of Purchasing marketing is messaging designed to attract customers after they have already stepped inside your store. If you have brick & Mortar locations , much of your marketing efforts aim to get these people through the door. Sure, that's a start, but may not be enough to fully capitalize on additional sales. Current research shows the primary reasons that customers leave stores without making any purchase : Couldn’t find the right product they came for (67%) Product wasn't available or not in stock (66%) Long checkout lines (51%) Poor customer service(39%) What is Point of Purchase Marketing ? There is ample evidence to suggest Point of Sale/Point of Purchase marketing can have significant impact on sales and profit. A recent report ( TKM Consultants) in 2020 found that point of sale can be more influential than TV, Radio and Print advertising. Some have calculated that 75% of customer buying decisions are made “in-store”, thus highlighting how impulse buying can disrupt the normal consumer decision making process emphasizing emotional, self -gratifying purchasing The reality is that impulse buys only represent a small share of purchases, as customers develop conditional behavior over time and can react in certain ways. Taking advantage of this behavior is where POS/POP materials can have the most significant impact. Point-of-purchase marketing(P.O.P.) entices customers to buy something they didn’t know they needed or wanted. It’s an effective tool that many stores use for up-selling and cross-selling. Visual marketing with product displays and signage. Buyers can thank point-of-purchase marketing for grabbing something( impulse buying) they didn’t intend to pick up in the checkout line. A perfect example of this strategy is in your local Grocery Store. It may not have been originally called marketing however , leading customers to pass by cold drinks and candy bars at checkout was intentional. Seemingly random product displays at the end of aisles are also placed there for specific reasons. Today This strategy goes well beyond the grocery aisles. The product displays and signage in any store are also point-of-purchase marketing strategies, whether customers are aware of it or not . Small businesses and multi-unit chains can successfully use point-of-purchase marketing with a point of purchase branding expert, a bit of inspiration and creativity Pop-up shops ‌There are effective ways businesses can utilize the method of a”pop-up shop” to increase sales. The first is to set up a pop-up-style product display in your own store.The second is to partner with a school, charity event, or non-profit in your community. Just another way to grab attention, and support the place where people visit you. Offers during checkout You can take advantage of customers while in checkout by revealing specials more than once and upping the offer each time. Signage, banners and displays can enhance this checkout strategy by using one of these marketing phrases : Last chance! /One Time Offer / 2 for 1/ buy 3 get one free etc Start your point-of-purchase marketing refresh now Point-of-purchase marketing can have endless possibilities. Along with your knowledge regarding your store, website, and customers, design a tactile P.O.P. marketing program to compliment it. . Measure data and analytics so you determine what’s working and what isn’t. You’ll see how point-of-purchase marketing can boost your revenue stream and bottom line! To learn more and schedule a discovery call go to : www.ultimaxinc.com