Refers to a category of Marketing that encompasses various advertising strategies developed at the point of sale.
The goal of POP Material is to create a dominant image of the brand in the shopper’s mind through color, layout, and also to facilitate the shopper’s access to the product.
We can classify POP Material as follows:
a) Graphics: These include posters, shelf ads, floor minders, shopping cart advertising, among others.
b) Displays: Made from different materials and designed for various points of contact, their function is to display and promote products in a cost-effective and impactful way.
An attractive display unit sends a clear message about your product to shoppers.
c) Digital: Screens at the point of sale, touchscreens, and other digital devices.
According to data from Storecheck, 44% of shoppers direct their gaze toward endcaps, another 42% toward islands, and 10% toward stoppers or hanging signs on shelves.
These figures confirm the importance of POP material not only within a department or category but also in additional displays.
According to the research department of Informa BTL, of the total investment in 2017, 4.1% was allocated to the creation and implementation of POP material at the point of sale.
One of the main challenges of POP material in supermarket aisles is to highlight the promotions and discounts offered by the advertised products.
Thanks to technology, nowadays we can find POP material in tools such as QR codes. Through this digital medium, users can easily access a landing page or a microsite where the necessary information is displayed to help them understand the product or service in a practical and efficient way.
The use of POP material will continue to be highly effective if it manages to highlight a dominant brand image to the shopper and thus capture their attention at the point of sale.
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