Is Point of purchase a waste of money?

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Gary Webster 12BPD        Business Studies        01.11.03

Is Point of purchase a waste of money?

Some would say that P-O-P as it commonly known “is an essential part of the in store marketing mix” but others would question whether it really draws attention to a particular product or a group of products.

There is strong evidence that P-O-P is essential to the marketing mix. Received wisdom says that provided P-O-P is of a suitable quality consumers will automatically find the appropriate product and interaction can begin. This would seem to be affirmed by the recent study carried out by POPAI. Birds eye Walls allowed its P-O-P to be monitored by research company RMS. Dillions stores provided the “test bed” with millions of white freezers and signage. There was an increase in sales of almost 20%. However, while this being true some still are sceptical about P-O-P effects through the inclusion of layout and demographics.

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P-O-P is not all about selling “if you take the example of a newsagent, there is good evidence that the walls sign means something. But it does not necessarily mean Walls ice cream is on sale there it may just mean that Walls ice creams are in side, it could just mean ice creams. The signage outside the shop could also indicate a newsagent where you where to find newspapers and other goods.        

Research shows that 67% of people have already made up their mind on what they are going to buy before they enter the shop. The signage just ...

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