Do you want to advertise a certain product, in order to make it stand out among the others? Do you want to take advantage of customers’ impulse to buy? Use pop material in your store!
What does pop merchandising mean?
The acronym pop stands for Point of Purchase. It is used to indicate a group of indicators placed to entice customers to purchase a specific product: exhibitors, posters and displays are an example.
This type of visual communication aims to surprise potential customers, giving them the desire to buy a product they weren’t interested in yet. The statistics speak for themselves: 70% of purchasing decisions are made in the store and 60% is due to the sight of pop material.
The maximum expression of these are the temporary shops which, by their very nature, can make use of a very incisive surprise effect.
Pop material and in-store communication
By correctly placing the pop materials in the store, you have the possibility to reach an ever increasing number of visitors, obtaining a return on investment (ROI) higher than the expense incurred.
But what features do they need to be appealing? 3 key elements:
- A unique business proposal, such as a promotion or a discount;
- An impactful graphic, studied in detail and capable of 100% involving the customer;
- A call to action, clearly referring to the purchase of the advertised product.
We are talking about a real advertising campaign with low costs, but with huge potential to reach customers during their purchase process.
Types of pop material
There are two types of pop material: pull materials and push materials; within these macro categories there are different types of advertising.
Pull materials include posters, flyers, brochures and all the means used to attract customers to the store.
Exhibitors, whether on the ground or over the counter, fall into the category of push materials and are used to push potential customers to purchase the advertised product.