How ambient technologies enhance the ‘magic of retail’

This article describes the ways in which ambient media, through new technology, is creating better consumer engagement at point-of-sale.

How ambient technologies enhance the 'magic of retail'

John Mayo-Smith and John Jones

Smart retailers and brand marketers know purchase decisions are influenced at or near the point of sale. So what better way is there to influence sales than by creating engagements right at the time they will generate the most impact? Marketers are realising this and adjusting their budgets to place greater emphasis on point-of-purchase (POP) displays.

The recent In-Store Marketing Institute/P-O-P Times survey, P-O-P Trends Report 2007, supports the point: 57.5% of respondents put greater emphasis on POP displays, behind only packaging and...

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