Below-the-line and other communications: Point-of-pu...

 

Online retail is continuing to grow apace (by 21% in the US last year, to $175bn), so will brands need to offer a physical retail presence in the shopping mall for much longer? Using Apple's i-Phone a ...

This article claims that most consumers make their brand purchasing decisions instore, and then very quickly. As such, increasing proportions of marketing spend are going into promotion at the 'moment ...

This article describes 'Shopper Impact', a research tool for testing in-store promotion and marketing activity, based on virtual simulation. It starts with a report from a survey showing the extent to ...

This article describes the ways in which ambient media, through new technology, is creating better consumer engagement at point-of-sale. Marketers can communicate with shoppers in three ways: directly ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

This paper discusses how brand advertising can engage with consumers emotionally (for example, by appealing to nostalgia). A case study is provided of Campbell's Soups to demonstrate this. Emotive adv ...

Supermarkets are heavy users of sales promotion devices and need to be able to assess the effectiveness of these tools. Consumer response (brand switching, purchase acceleration, stockpiling, product ...

This research study is a comprehensive analysis of the efficacy of the emerging in-store medium. The multi-phased study covers a number of different aspects and simplifies the overall challenge of und ...

The paper presents a business case from the baby care category. It describes how the organization of the baby care shelf according to consumer/shopper needs leads to a win-win-win for the consumer, th ...

This paper examines the impact and potential of in-store new media from the shopper perspective. There has been considerable press coverage in the United Kingdom of the in-store TV trials being conduc ...

The paper presents the method of measuring a manufacturer’s performance in the retail outlets. Through the total shopscore index it is possible to examine the level of product inventory, position and ...

This paper is essential for marketers wanting clear guidance on how to induce impulse purchasing in traditional Indian outlets. Interesting profiles of the Indian shops , shopkeepers and shoppers, and ...

Kanaiya Parekh, who heads up the development of Tesco Media Services, describes why supermarket media is a media channel to be taken seriously by today's advertising planners (and what Tesco is doing ...

In today’s business environment in Japan, manufacturers and retailers struggling against excessive price competition find themselves mired in profoundly strained relationships. This paper will bring i ...

Dave Lawrence, Logistix, describes a new way for marketers to determine the success of their promotions in store. Find out what types of supermarket promotions work and why.

Andrew Greenyer, director of customer relationship solutions at Group 1 Software, argues that a revolution is taking place in the use of existing channels for advertising to existing customers (such a ...

Describes Decision Point Management, a system for delivering marketing messages at the point of purchase, with full control by the advertiser and measurement of return on the investment (ROI).

Procurement and sourcing organisations are becoming increasingly important for large corporations, and have moved beyond direct materials purchasing to non-traditional areas such as professional servi ...

Brett Horton, founder and director of Island PR Marketing and Research, argues that the big four grocery chains are the media owners of the future. In-store advertising, via posters, displays, on-pac ...

This ‘Best Practice’ paper looks at the complex and fragmented world of ambient media. After defining the subject, the author looks at ambient media’s relationship with point-of-purchase, promotions ...

Significant social changes are affecting the way shoppers of all ages choose products and behave in-store. ID Magasin’s Siemon Scamell-Katz considers the implications for brands and retailers, with sp ...

Reaching the young consumer is ever more challenging in today’s sophisticated media world. In this article Nicole Wiener, Senior Planner at Fitch, outlines the challenges facing children’s brands and ...

WARC Hot Topics are the essential guide to debates in and around marketing. Following the annoucement by UK high-street chain Tesco of the introduction of in-store TV to 300 of its stores by the end o ...

The authors recently analyzed the local audience delivery patterns of a national television, magazine and IBN in-store radio buy in concert with a local broadcast radio schedule in 25 top Nielsen DMAs ...

This concise article identifies 4 key trends that brand marketers using POP will need to embrace: edu-tainment, bringing brands to life at the point-of-purchase in an engaging and informative way; da ...

This concise article discusses future trends of temporary in-store displays. It predicts that there will be a lot more store identification added to the displays along with the product branding, as we ...

This concise article sets out five trends amongst retailers that are likely to shape permanent displays in the next five years: supporting store-based selling events and strategic branding initiatives ...

This concise article offers the views of BP Oil on POP, and how the company reapproached its use of in-store activity to boost impulse sales.

Based on several key industry reports from both Point of Purchase Advertising International (POPAI) and the Advertising Research Foundation (ARF), this paper provides a comprehensive and wide-ranging ...

This paper is a case study of Pringles use of POP in the US, which included more than 7,000 shelving units in about 6,800 supermarket and mass merchandiser retail stores. This represents one of the la ...