Point of purchase and in-store are just two touchpoints where brands and retailers can engage with shoppers. At their disposal are a raft of old and new technologies but these will only be effective if they are used to solve a real consumer need. As shopper marketing activities typically return low ROI, brands and retailers have to measure effectiveness. The best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.

Definition

Point of purchase (POP) and in-store are shopper 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 Insights

1. Back-of-store displays are more effective than those at the front