Subscribe to newsletter

A Display is a Terrible Thing to Waste

19-Jul-2017

The point of purchase (POP) is where all elements come together – the buyer, the product and the money. It’s known that 76% of purchasing decisions are made in store and that 68% of all in store purchases are made on impulse, taking consumers 3 to 7 seconds to make a buying decision.

So, what makes consumers choose a brand as opposed to other?

A lot is said of brand awareness and recognition and the necessity of being not only on consumer’s top of the mind but also in front of them when the buying decision is being made. Companies that invest not only in competitive pricing and promotions, but as well as other marketing activities at store level e.g. digital signage, packaging, POP displays etc. are on the right path of a winning recipe.

According to A.R.E. Compliance Study, planned POP displays impact sales by 193%, whilst unplanned displays ignites them by 121% as opposed to 42% when CPG companies opt for no displays at all.

According to the POP Compliance 2016 Whitepaper, “maximising a P.O.P. display program results requires a combination of great design, a clear understanding of display economics, and exceptional execution of all aspects of the display program.”

Results have shown that there’s a discrepancy between the perceived level of compliance by CPG companies vs the reality. Effectiveness, at first perceived to be at 70% , in reality, is shown to be only 40%.

What are the factors that contribute to the failure or success of a planned display program?

A P.O.P. program will only be successful if displays are in place, correctly implemented, and stocked.

Needless to say, compliance at store level is one of the keys for P.O.P. display success, therefore, managers must clearly allocate responsibilities and arm people with the right information so tasks can be properly performed.

Due to the level of complexity surrounding the execution of in store displays, other items such as systems, clarity on information, set tasks, processes and superb project management are critical to the success of a well-executed POP program.

Credit: https://issuu.com/retailenvironments/docs/popcompliance_2016_whitepaper

Read Next

Read more

Welcome to the new Opmetrix HQ

LinkedinTwitterFacebook Mobile technology for FMCG field teams is the key connector between the customer and head-office. The ability to see real-time insights of what’s happening…

Read more

How National Sales Managers can develop the cycle of success for their Field teams

LinkedinTwitterFacebookNational Sales Managers need to manage teams of people they don’t often see, along with thousands of clients across the country, and deliver on targets…

Opmetrix WallRead more

Insourcing vs Outsourcing Field Merchandiser Services

LinkedinTwitterFacebookInsourcing has many advantages, with the obvious one being the ability to maintain full control of your business activity.  Companies experiencing rapid growth often choose…

Have more questions?

Let's talk

Let's talk

Get a real understanding of what we can do for your business by talking to one of our professional consultants face to face.

Book a presentation
Download the app

Download the app

If you need more reasons to love Opmetrix, download the app and see for yourself.

Contact us

Contact us

For general enquiries, get in touch.
We'd love to help!

Contact