Effective POP (point of purchase) is more than the right messaging to the right audience. It also has to be about the right format in the optimal location in the store.
In prior years, many of the leading camera manufacturers provided seasonal POP kits to photo specialty retailers. These included items ranging from posters and decals to banners and shelf talkers. While the camera brands’ intentions were enviable, the reality was that much of these POP materials were never deployed for the simple reason they didn’t correlate with the retailer’s interior landscape.
As a function of the consolidation in the photo specialty channel, the opportunity exists to create customized POP that considers and reflects the unique layout of your respective store. Consequently, the trend today is that leading camera brands are working together with key retailers developing and implementing customized POP solutions that are mutually beneficial to both parties.
Five Reasons to Have an Effective In-Store Marketing Strategy
So why is it important to have an effective in-store marketing strategy? There are five significant reasons.
1. All the data suggests good displays are a game changer. A recent POPAI study reported that 76% of purchase decisions are happening in the store. This is up from 70% a few years ago. Given that 68% of all in-store decisions are impulse driven, there is a significant opportunity to impact what the consumer eventually buys and the profitability of their transaction.
2. In the competitive mass-merchandise channel, displays can increase sales 1.4 times—photo specialty retailers could use that multiplier.
3. An effective POP strategy reminds your counter people of the products and services that are important to your store’s bottom line.
4. In today’s connected, social and digital media world, effective POP can help provide information to consumers on your web and social media presence. This can thereby encourage an ongoing, aftermarket connection and conversation.
5. In-store POP offers an opportunity to reinforce and integrate messaging from your external marketing efforts. According to Paco Underhill, who wrote the Science of Shopping, in-store messaging gives you an opportunity to combat “showrooming” by offering incentives like educational classes that exclusive online competitors cannot do. Net: the role of merchandising has never been greater!
Customizing and Implementing the Right POP Strategy
First, start with a thorough audit of your store’s environment. Notate where you believe signage would be most impactful. If your store has exterior display windows, there’s likely an opportunity to capture customers’ attention before they revolve the door. We have designed many impactful window displays where a camera brand and key retailer can effectively “takeover” the entire store exterior and create a dynamic visual experience that draws attention to your store.
Does your store have significant wall space adjacent to or in juxtaposition to your camera displays? If so, interior “wallscapes” can do wonders to enhance your in-store environment while delivering a powerful in-store message to consumers.
Does your store have available floor space where freestanding displays or interactive kiosks can be situated? Take advantage of this opportunity to create interactive displays where consumers can digitally browse products and help further cement their purchase option. Interactive displays also allow you to collect valuable consumer data and enroll customers in loyalty programs.
With speed-to-market so important today, choose POP options that give you the ability to change messaging quickly and flexibly. That’s why digital POP has become the preferred method of in-store communication. Furthermore, there are a multitude of available options that any level of retailer can afford and implement effectively.
According to Nielsen, digital displays have a 23% higher awareness rate than traditional POP. Additionally, consumers have a 60% favorable perception of them. Digital POP also serves to contemporize your in-store environment and resonates with millennials.
For ideas and also visual examples of digital POP options, visit shopassociation.org, where you can find out about relevant trade shows and digital POP ideas.
The right message in the right place in your store will increase sales and customer satisfaction. With a little effort, you can achieve a more effective POP strategy that will help you sell smarter and sell more.
Barry Bluestein is a cofounder and the emeritus managing partner at Source Communications. Based in Hackensack, New Jersey, Source is an integrated advertising agency and marketing company. Its expertise in the photographic industry includes 17 years as the retail AOR for Nikon and a current eight-year stint as the retail AOR for Sony’s Digital Imaging division.