On Our Minds
The Effectiveness of POP
May 12th, 2010
Written by: Holly Parlette
Congratulations, you have consumers in your store. That is half the battle. Now that they are in your store, what do you do? Nine times out of 10, a consumer has already decided what they are going to purchase before they even set foot in the place. The key is to upsell through effective point-of-purchase advertising, also known as “POP.” Upselling is key to driving up single sale transactions, which equals additional revenue for your business.
There is a fine balance between too little POP and bombarding your consumer with way too much information. My favorite example is my beloved Starbucks. I have a love-hate relationship with them. I love my coffee. I hate that I spend on average four times more than I planned on, buying CDs, mugs and muffins. In a recent study done by Consumer Reports, sixty percent of women surveyed confessed they’ve “bought something on a whim” in the past year, including 39 percent who’ve made an impulse buy within the past month. (Adweek 11/17/09) Those are pretty significant numbers considering the tough economic climate we’re in and the fact that we are all tightening our purse strings…or at least claiming to.
Once you have determined what you want to promote and how much signage to produce, make sure your promotional messages are clear and concise. Keep it simple. Does your message make sense? Can it be seen from across your store? I, like the majority of the population, have been the victim of information overload. Unknowingly, I walk into a gas station for a bottle of water. The moment I walk in I’m overwhelmed with amount of signs sticking out of every crevice and solid surface. What did I come in here for? Gum? Lottery ticket? The amount of information I’m processing at that very moment causes me to ignore everything and just get my bottle of water. Needless to say, the likelihood of me going back to that cluttered gas station is not high on my priority list.
While every brick-and-mortar business uses POP in different and unique ways, the fundamental basics still remain the same. If all else fails, ask your customers and compare your period-over-year sales. The proof is in the pudding.
Happy Marketing!
