Lift Sales with Point of Purchase Displays by Jeff Walker
15/01/2016
The line is slow, and you start leafing through a magazine from the rack at the top of the aisle. A couple of the articles inside look interesting, so you drop it in your basket. Meanwhile, there's a candy bar on the shelf to your left that's calling your name, and the soft drinks in the refrigerated case below the candy look good. You grab one of each. Then there's a display with gift cards. Your teenage niece has a birthday coming up, and you never know what to get her. A gift card is the perfect solution!
Before you know it, you've reached the scanner with four or five items you hadn't planned to buy when you entered the store.
If this has happened to you (and you know it has), you're not alone. According to Point of Purchase Advertising International's 2014 Mass Merchant Study:
82 percent of purchase decisions are made in the store.
A full 62 percent of in-store purchase decisions are made on impulse, with 16 percent driven by point of purchase displays.
The average lift for mass merchandise items is 1.4 percent, but items like cosmetics, batteries and lip care products achieve considerably higher lift, at 17.4 percent, 7.6 percent and 6.3 percent, respectively.
While many point of purchase displays in supermarkets, gas stations and convenience stores focus on low-ticket items, their potential uses are virtually unlimited. They're great for promoting new products/brands, sale items, seasonal/holiday products, novelty and gift items and can be effectively used in settings as widely varied as fast food restaurants, banks, hobby stores and hardware dealers.
Fulfillment: Key to Successful POP Campaigns
POP advertising runs the gamut from shelf edging, display packs, display stands, mobiles, posters and banners to elaborate fabrications involving lights, movement and sound. Complex displays may be broken into several pieces, requiring assembly instructions. And additional signage, banners and marketing literature may accompany the display.
Moreover, a typical POP campaign can involve hundreds or even thousands of locations. Variations in store size, demographics, usage volume and more may affect which display elements and how many should ship to each site. Manually placing, modifying and tracking orders to ensure that each location gets the right items in the right configurations and numbers can consume a great deal of staff time.
Given the amount of money you devote to developing an effective point of purchase campaign, it only makes sense to hire an experienced fulfillment services partner to make sure it gets delivered quickly and accurately. You need a partner that can quickly and accurately assemble display kits, package and ship them in the most cost-efficient way to ensure timely delivery in good condition. Better firms also have database capabilities to automate complex orders for multiple locations, reducing the time it takes from hours or days to just minutes. That way, whether you're shipping to 500 or 5,000 locations, you still place just one order.
In addition to maintaining store profiles to facilitate ordering, a good fulfillment company can help with:
Design-on-demand capabilities to produce customized literature and other signage to accompany kits and displays, and
Digital and variable data printing to support rush print order and accommodate store variations and localized offers.
Thinking of taking the plunge into POP? Iron Mountain has advanced systems and tools to help you create, produce and manage your marketing campaigns, online fulfillment management system, print management and on-demand printing. For more on best practices in POP fulfillment, visit our Knowledge Center and read POP Displays: to Market, to Market, Today! and POP Fulfillment When You Really Need to Wow Your Audience.
LINK: | http://blogs.ironmountain.com/2016/service-lines/marketing-production-... |
See more stories from ironmountain |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
02/05/2024
Diamond Sports RSNs Go Dark On Comcast Systems
Bally Sports Regional Networks were taken off Comcast's systems on April 30 when their existing distribution agreement expired and Diamond Sports Group was ...
02/05/2024
Diamond Sports Group, DirecTV Renew Distribution Deal
SOUTHPORT, Conn. and EL SEGUNDO, Calif. Diamond Sports Group ( Diamond or the Company ) and DirecTV have announced that they have reached a multi-year renewal...
02/05/2024
Three Nexstar Stations to Become CW Affiliates
IRVING, Texas Nexstar Media Group has announced that its owned and operated television stations in Chicago, Illinois (DMA #3), Norfolk, Virginia (DMA #43), and ...
02/05/2024
FCC, FTC Ink Agreement to Cooperate on Net Neutrality Enforcement
WASHINGTON, D.C. The Federal Communications Commission and Federal Trade Commission have signed a Memorandum of Understanding to coordinate consumer protection ...
02/05/2024
Haivision Celebrates 20th Anniversary
MONTREAL Haivision Systems Inc. is marking its 20th anniversary by detailing some of the accomplishments and developments that have helped the company become a ...
02/05/2024
Agora Introduces Adaptive Video Optimization Technology
SANTA CLARA, Calif. Agora today unveiled its Adaptive Video Optimization (AVO) technology that uses machine learning to adjust parameters dynamically at every s...
02/05/2024
Study: Streaming Market Is Saturated But Subscriptions Continue to Grow
NEW YORK Kantar has released a new study showing the U.S. streaming market has hit a saturation point, with the household penetration rate stagnating and at nea...
02/05/2024
Samba TV To Spotlight New Capabilities For Generative AI Ad Solution
NEW YORK Samba TV is debuting new capabilities for Samba AI, the company's suite of generative AI technologies, at the 2024 IAB (Interactive Advertising Bur...
02/05/2024
GSTV Pumps Up Research, Programming at NewFront
GSTV, the network that programs screens at gas stations, will be talking about new research and new programming at its NewFront presentation Wednesday....
02/05/2024
May 01, 2024
New technique improves T cell-based immunotherapies for solid tumors Scripps Research scientists help T cells more effectively kill solid tumors cells in vitro ...
01/05/2024
Release Rundown: What to Watch in May, From I Saw the TV Glow to Power
Owen (Justice Smith) and Maddy (Brigette Lundy-Paine) develop an eerie connection to a supernatural TV show in Jane Schoebrun's I Saw the TV Glow....
01/05/2024
Celebrate May the 4th With Special Star Wars' Playlists, Audiobooks, and More
Spotify's Star Wars celebrations are in full Force starting today, and this ...
01/05/2024
Spotify's New Hardcore Gardening Playlist and Brain Dead Collab Will Rattle Greenhouses Everywhere
All around the world, millions of Spotify fans love listening to hardcore punk m...
01/05/2024
THE CALL FOR THE FIFTH PRESIDENTIAL EMPLOYMENT STIMULUS PROGRAMME (PESP5) FOCUSED ON THE AUDIO-VISUAL INDUSTRY, IS OPEN.
THE CALL FOR THE FIFTH PRESIDENTIAL EMPLOYMENT STIMULUS PROGRAMME (PESP5) FOCUSE...
01/05/2024
QTAKE Pioneers Live 3D Stream to Apple Vision Pro
QTAKE, the leading video assist and on-set collaboration software trusted by professional filmmakers worldwide, launched a new cutting-edge feature at NAB 2024....
01/05/2024
LA County Opens Entertainment Business Interruption Fund Grant Program for Small Business, LAEDC Offers Updates
In HPA's ongoing focus on providing input and insight from city and county g...
01/05/2024
Trailblazing AI Storytelling by Empowering Storytellers: Curious Refuge
HPA Newsline had the opportunity to speak with Caleb and Shelby Ward, founders of Curious Refuge. Caleb and Shelby were participants in the 2024 HPA Tech Retrea...
01/05/2024
Supporting Global Air Traffic Modernization through Managed Services Infrastructure
L3Harris works with air navigation service providers who efficiently manage air ...
01/05/2024
Q&A with Scott Alexander, Aerojet Rocketdyne's new Missile Solutions President
Scott Alexander, Missile Solutions President, Aerojet Rocketdyne...
01/05/2024
Comcast: More Than Half of Viewers Frustrated About Finding Content
NEW YORK Just over half of U.S. viewers are frustrated over their ability to be able to find content to watch on TV according to Comcast....
01/05/2024
Bally RSNs Go Dark On Comcast Systems
Bally Sports Regional Networks were taken off Comcast's systems on April 30 when their existing distribution agreement expired and Diamond Sports Group was ...
01/05/2024
NXTGENbps powers Molinare's Notorious DIT
NXTGENbps battery solutions are designed to replace diesel generators and offer silent, emission-free power for various applications in film, TV, outside broadc...
01/05/2024
Elodie Ichter Joins Light Iron as Senior Colorist
Light Iron, the post-production creative-services division of Panavision, is excited to announce that lodie Ichter has joined the company's artist roster a...
01/05/2024
CJP presents live mo-cap demos at MPTS
CJP Broadcast Service Solutions, systems integration, production and content digitisation specialist, will feature live motion capture demonstrations at the 202...
01/05/2024
Media Links Partners with Sunteq for Representation in S...
Media Links, manufacturer and pioneer in Media over IP transport technology, has partnered with Sunteq spol s.r.o., a leading reseller located in Slovakia to st...
01/05/2024
Dot Group Showcases Enhanced Data Management and Sustaina...
Dot Group, a leader in cutting-edge data management solutions and the premier European reseller of critical Broadcast supporting IBM technologies, will demonstr...
01/05/2024
Glensound shows the latest in IP audio at MPTS
Glensound, industry leader in high quality audio systems, is showcasing the latest additions to its extensive portfolio of networked audio products at MPTS. Aud...
01/05/2024
Hitomi Broadcast to demonstrate ST2110 MatchBox at MPTS
Hitomi Broadcast, a leader in audio/video alignment and latency solutions, will be demonstrating advancements in SMPTE ST2110 workflows ensuring broadcasters ha...
01/05/2024
Leading UK vendors join in the CABSAT 30th anniversary ce...
Taking a leading role in the 30th anniversary CABSAT exposition (Dubai World Trade Centre, 21 23 May), the GREAT Britain and Northern Ireland pavilion will fe...
01/05/2024
NXTGENbps Powers Notorious DITs Green Energy Initiative w...
NXTGENbps, a pioneer in green energy solutions, proudly announces its partnership with Notorious DIT, a leading provider of digital imaging technology services ...
01/05/2024
Videosys Broadcast Brings Pan and Tilt To Coverage Of The...
As Cambridge celebrated its double win over Oxford in the 2024 Boat Race, behind the scenes celebrations were also taking place at Videosys Broadcast to mark th...
01/05/2024
Live After 5' summer concert series returns to downtown Raleigh
A popular - and free - summer concert series is coming back to downtown Raleigh! WRAL is proudly partnering with Downtown Raleigh Alliance for its Live After ...
01/05/2024
Cadent Launches Performance TV To Boost Omnichannel Ad Results
Cadent said it launched Performance TV, designed to increase the effectiveness of campaign by combining the reach of traditional linear TV with the targeting of...
01/05/2024
Eric Johnson, KOMO Seattle Anchor, Sets Retirement
Eric Johnson, anchor at KOMO Seattle, will retire as of June 6. Johnson anchors the 5 and 6 p.m. weekday newscasts and writes/produces/hosts Eric's Heroes,...
01/05/2024
T-Mobile Dials Deeper Into Ad Business With Retail Network (NewFronts)
T-Mobile said it is expanding its advertising business, creating an in-store retail media network and adding Plex, the video streaming platform for its footprin...
01/05/2024
Samsung Ads Expands AI Tools To Target Streaming Viewers (NewFronts)
Samsung Ads said it was introducing new opportunities for advertisers to use data about its viewers to target viewers across the full marketing funnel at its Ne...
01/05/2024
Samsung TV Plus Swings for the Fences With Streaming Sports Channels (NewFronts)
Samsung's ad-supported streaming platform Samsung TV Plus is putting more sports in its lineup with free channels about baseball, golf, hockey, auto racing ...
01/05/2024
Dan Rather Documentary Offers Open-Book' Look at Newsman
Rather, a documentary about famed newsman Dan Rather, premieres on Netflix May 1. The film looks at his rise to prominence in TV news, including his work coveri...
01/05/2024
Ken Wayne, KRON San Francisco Anchor, Retires Next Month
Ken Wayne, evening anchor at KRON San Francisco, is retiring after 33 years in Bay Area television. He was born in Marin County, started his journalism career a...
01/05/2024
Jeff Blaszak Promoted To Senior VP at ShowSeeker
ShowSeeker, the company behind the Pilot cloud-based order management system, said it promoted Jeff Blaszak to senior VP of business operations and strategy....
01/05/2024
Great American Media Picks VideoAmp As Ad Currency
Great American Media said it reached an agreement with VideoAmp that will enable clients to use VideoAmp's ad buying measurement and data capabilities when ...
01/05/2024
NXTGENbps powers Molinaire's Notorious DIT
NXTGENbps battery solutions are designed to replace diesel generators and offer silent, emission-free power for various applications in film, TV, outside broadc...
01/05/2024
Amazon CEO: AWS has multi-billion dollar revenue run rate in AI already
Sales rose to $25bn during the first three months of 2024, up 17 per cent year-on-year By Matthew Corrigan Published: May 1, 2024 Sales rose to $25bn duri...
01/05/2024
Roku to Offer NBC Olympics Zone
NEW YORK NBCUniversal and Roku are teaming up to offer the NBC Olympic Zone on Roku, a new destination on the Roku Home Screen Menu. The dedicated channel wil...
01/05/2024
U.K.'s Freely Officially Launches
Freely the new streaming service backed by Britain's leading broadcasters BBC, ITV, Channel 4 and Channel 5 is now available through the next generation of ...
01/05/2024
Study: FAST Channel Growth Accelerates
NEW YORK A new report on free, ad-supported streaming channels indicates that their growth continues to accelerate, with the number of channels hours views and ...
01/05/2024
VuWall Unveils New Capabilities For VuStream 150 Video Encoder
MONTREAL VuWall has enhanced its VuStream 150 H.264 video encoder with new features and capabilities, including support for HDMI signals at resolutions up to 38...
01/05/2024
Samsung TV Plus Announces New High-Profile FAST Channels for Sports
NEW YORK At the IAB NewFronts 2024, Samsung Ads announced a new lineup of premium sports, music, family and entertainment content on its leading FAST service Sa...