Point of Purchase (POP) and Point of Sale (POS) displays are primarily designed to encourage customers to make purchases through targeted retail merchandising strategies.
POP – Point of Purchase
POP (Point of Purchase) materials are designed to help consumers make purchasing decisions in environments where multiple brands are presented together. These applications encourage customers to evaluate a product through research, information, and visual communication. POP applications are especially effective when the customer has not yet decided to purchase a product or is considering alternative options. Shelf brochures, wobblers, and similar promotional materials fall into this category.
POS – Point of Sale
POS (Point of Sale) applications are designed to trigger impulse purchases directly at the point of sale, such as checkout counters or cashier areas. Gum displays placed near the checkout are common examples of POS applications.
Research clearly demonstrates the importance of these areas:
- 70% of purchasing decisions are made inside the store.
- 68% of purchases are made impulsively without prior planning.
- 77% of consumers go shopping without a prepared shopping list.
- 59% of consumers decide which brand to purchase while in the store.