Do POP retail store displays really work?
YES! Point-of-purchase (POP) advertising is more important than ever before for today's retailers. Studies by POPAI "Point of Purchase Advertising International" reveal the following:
- About 70 percent of all brand purchase decisions are made in-store.
- In store sales have increased as much as 65% when P.O.P materials are used.
- Cost-per-thousand of P.O.P advertising is close to that of out-of-home advertising, or radio, which is about half the cost of TV advertising.
PCi's analysis of the POPAI C-Store data for one category found that one brand consistently used standard stock materials, while another actively used custom P.O.P. The custom P.O.P delivered a 28% sales lift, while standard materials generated a 13% lift, a 2:1 advantage in favor of custom materials. These results were consistent across multiple materials and messages.
Custom P.O.P vs. Standard P.O.P Materials
Alcoholic Beverage Category |
2x the Lift of
Standard Materials |
| |
| % Sales Lifts when P.O.P... |
| How made? |
Brand |
Sign/Banner |
Brand/ Logo |
Retail Price |
Product Photo |
|
| Custom |
A |
31% |
30% |
26% |
23% |
Custom Avg. = 28% |
| Standard |
B |
11% |
11% |
12% |
19% |
Standard Avg. = 13% |
| Source: In-Store Advertising Becomes a Measured Medium: Convenience Stores ©2003, POPAI |
