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.
