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POP & in-store

Point of purchase (POP) and in-store are marketing activities that happen at the time and place where a purchase is made. Points of purchase may be real, (a ‘bricks and mortar’ store), or virtual (an electronic retailer that sells goods and services online). Typical activities include expert advice, product demonstrations and special offers and discounts. In real stores, product sampling, on-shelf communication material, merchandising displays and out-of-home - inside and surrounding the store - are also common.

Key Reading

Important papers from across the Warc database

This article argues that, as ad media channels fragment, retail point-of-sale is arguably the universal meeting point in which the crucial act of relating with the brand, switching from interest into involvement and, ultimately, buying takes place. It uses an example from Carrefour, the retailer.
This article discusses shopper marketing and reveals patterns in findings from eye-tracking research.
Some of the factors that are driving shoppers' interactions with checkout zones, a crucial area for brands.
This new tech offers customers an end-to-end in-store experience, solely through an app on their phone.

Case Study

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Case Study

This case study describes how Lloyds Bank, a UK bank, opened a Clapham Junction branch with a new design focused on meeting consumer needs.

Case Study

This case study details how the Czech pharmacy Dr Max introduced a loyalty program that brings together prior medical information so that customers can receive personalised treatment and a smoother process.

Case Study

This case study describes how Czech retailer, Jedna Bedna, increased awareness of the shop by redesigning its stores.

Case Study

This case study describes how British charity Cancer Research UK found a way to raise money using contactless technology.

Case Study

This case study shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.
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Research Paper

This paper describes how Coca-Cola focused on execution at the point of sale as a fundamental variable for achieving growth in Latin America.

Article

This event report demonstrates how Alcon has built up the shopper marketing muscle of its various brands in the eye-care space.

Article

This event report addresses how Clorox, the FMCG manufacturer, is tapping into the emerging field of proximity marketing.

Article

This article explains four changes to shopper marketing research that will make marketing more effective by integrating brand and shopper marketing.

Article

This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

Article

This article describes US consumers' mobile-shopping behaviours and suggests ways that retailers can enhance the shopping experience through mobile.
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  1. Article

    This article discusses the various marketing techniques, including Augmented Reality and Facial Recognition, that can be used to investigate and influence in-store purchase decisions.

  2. Article

    This article argues that design is key for retailers, and that designers should focus on invoking empathy and stimulating shoppers' senses.

  3. Article

    This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

  4. Article

    This case study explains how Coca-Cola, the beverage brand, partnered with Walmart, the retailer, in the US to encourage millennials and teenagers to buy more single-serve bottles of Coke - and share them with their friends.

  5. Article

    This article provides advertisers with information and guidance on shopper strategy and the path-to-purchase.

  6. Article

    This report examines how shoppers and shopping are changing and how retailers should respond. It breaks down the combination of digital technologies, consumer expectations and socio-economic change that is transforming shopping.
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