Facts / Questions & Helpful Hints regarding Point of Purchase.

In this page we attempt to answer some of the questions that our Customers and in some cases our suppliers ask regarding varied factors in the complicated yet rewarding arena that is Point of Sale Displays

5 Important Facts about Point of Sale

1. As much as 75% of Buying Descisions are made in–store.

2. Pop advertising is used to stimulate impulse sales at the point of purchase (In-Store)

3. A brand that is on display and is more noticeable than other brands is a proven method for gaining a greater share of the market.

4. While many shoppers have Brand preferences they are not Brand insistent, they will decide to try a new brand if there is sufficient POP Advertising in store that induces them to switch.

5. According to research conducted in 2005, point of sale displays that create an emotional connection of the brand with the consumer have a 92% chance of being purchased.

Preparing for your Point of Sale Campaign

Brand information

What message will the brand relay to the potential consumer i.e. Features/ Benefits/ Pricing.

The graphics need to be tied sensibly to the product or brand, using the most appropriate colours (colour can create an emotional response) font and style.

Who are the target markets and how will the Display unit reflect or attract the specified markets.

What are your brands most compelling point(s) of Difference.

Design and Function

How many displays are required to execute the campaign……..How many retail outlets are involved in accepting the units.

Always allow an extra 10% for last minute retail orders.

Make sure the units are Designed to fit within the retailers enviroment ie footprint and allocated sections in store ie Gondola ends, Bays, Wing-End and so forth.
(Your display Company should be aware of all these requirments)

Ensure that all OH&S aspects are taken into account in the design, i.e. protruding parts that extend from the display or even sharp corners….Retailers are very stringent regarding OH&S regulations in terms of Point of Sale.
The graphics and style of the display should ideally come together as one to create a display that is structually sound and pleasing to the eye.

Choosing a compatible design material will depend upon How long the unit is intended to last in store.

* 4-12 weeks = Cardboard.

* 12-24 Weeks = Semi permanent:
being light plastics and Wood and Cardboard or a combination.

* 24 Weeks + = Permanent unit:
Being Wood, Plastic and Metal or a combination.

Your display company should advise you on the most appropriate material that suits your time frame as well as Budget.

Approvals and Submissions

Who are the internal and external descision makers that have an involvment in the approval of the campaign.

What information do they need to be confident that the campaign or Point of Sale addresses their requirments.

How will you present this information to them (your display company can help regarding sell sheets)

Prototypes and Testing

Before proceeding with the rollout of your POP program it is always wise to ensure you sight a functional prototype of the intended unit.

It is the responsibility of both the Display company and the brand company to ensure that the unit functions as it would in the retail enviroment.

Does it hold the correct stock level.

Is product easy to access and clearly visible.

Has the unit been overloaded by at least 20% of stock weight and left over a period of time in order to expose any stress points.

Logistics and Instore placement.

How will the display arrive in store?

Common carriers can deliver per store and your field force can then assemble and place the unit in its intended position.

Alternatively you may opt to use a merchandising company that will assemble and place the units in store; these companies specialise in this activity and visit the retailers on a daily basis as part of their merchandising activities for other brands. (If using this service ensure you impliment a proof of placement system).

For more permanent units it is wise to use prefered tradespeople to install your units. These people understand the OH&S factors involved in permanent instore Display placement and are often required to install after hours.

“It is important to remember, in order to ensure that every Display program or promotion is successful, participation is required by all Stakeholders. (Internally and Externally)”

“Everyone must be committed to clear and open communication throughout the life of the program and clearly understand the possible obstacles that could be encountered along the way.”