Point of Purchase advertising, or POP advertising, includes all of the advertising material present at the point of sale. Its main purpose is to visually draw attention to a product at a point of sale for promotional purposes.

 

Point of Purchase communication is a powerful sales accelerator with unique informational and decision making capabilities. Point of sale advertising is the only form of media that can influence a consumer at the precise moment when a purchasing decision is made. An original, attractive product presentation can generate sales. In fact, customers wait until the last moment to make purchasing decisions 70% of the time.

 

Use point of sale advertising to reinforce the image of brands, products..., but also to create recognition, to direct the consumer’s choice, to increase sales and to establish customer loyalty to the store.
Classic point of sale advertising lacks the ability to be reactive in promotional roles. In fact, manufacturing schedules and logistical constraints are important factors to take into consideration.

 

The current trend in point of sale advertising is digital media. Thanks to these new multimedia materials, flat screens, touch screens, interactive terminals and videos… sales counters are more attractive and interactive. Audiovisual communication is more dynamic.

 

Today, branding strategies rely more and more on digital point of sale advertising for their flexibility, efficacy in competitive markets and adaptability to the various constraints of points of sale.

In fact, with a digital signage solution in real-time you can remotely:
• Manage your external communication in remote locations
• Distribute multimedia content to a network of points of sale equipped with screens
• Control player* functionality
• Measure the impact of the point of sale advertising on sales

 

* Player: hardware connected to the screen which plays the content to be broadcast.