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A Brand’s Hidden Problem: Ineffective POP Display

By 06/28/2016BC Buzz

By: Andrew Levi, CEO of Blue Calypso

 

Today, brands have numerous options when it comes to reaching their target audience via marketing efforts, including digital, broadcast, print and in-store opportunities. For years, in-store displays have taken a backseat to other methods that appear to be more successful in reaching consumers. For example, 76 percent of businesses use promoted posts and search engine marketing due to the prevalence of digital media and consumers’ preference in searching for information online, as seen in Content Marketing Institutes’ 2016 benchmark study. However, by not deploying in-store displays and marketing materials, brands are missing a major opportunity in the customer shopping journey.

According to POPAI’s Mass Merchant Shopper Engagement Study, consumers make 82 percent of purchase decisions in store, focusing not only on shopping list items but also impulse buys when they walk the aisles. This behavior can lead a customer to try new products as well as potentially persuading them to switch brands.

While in store, point-of-purchase (POP) displays can directly impact a customer’s purchasing decision as the signage or fixture can focus the consumer’s eye on that particular brand. There are various types of POP displays that brands can deploy depending on the desired customer engagement they are seeking, such as shelf displays, floor stands, endcaps and floor mats.

While all types can grab shoppers’ attention, a large part of ensuring they will be effective is by confirming they are deployed correctly. This includes installing the signage or stand properly, as well as tearing down the displays when a promotion ends. Unfortunately, all too often displays sit in storage or are not set up correctly, as demonstrated in POPAI’s Compliance Initiative Study that notes 58 percent of POP displays are not installed properly to satisfy a brand’s standards.

When this happens, the effectiveness is significantly diminished, impacting customer transactions and brand loyalty. This in turn can hinder the relationships between brands and retailers, as product sales are not as profitable as they could be and ineffective POP displays are taking up valuable real estate within the store.

Furthermore, it is difficult, if not impossible, to determine exactly how POP displays affect each shopper. Right now, most businesses can only speculate that a compliantly executed display could lead to an increase in sales, and most do not have any formal way of tracking this process. Instead, they rely on comparing the program cost against the net sales gained or they simply do not track at all.

In order to ensure no marketing dollars are wasted, workflow management solutions, like POPTrak, allow businesses to track the entire POP display lifecycle in real time for each of their unique displays. Beginning with a quick scan of a QR code, NFC chip or a text message activation, brand marketers, merchandisers, distributors and other operational staff members are able to quickly view and monitor the process of receiving materials, video setup training, deployment, and validation of successful execution via mobile video and pictures.

In addition, to truly capture engagement with each POP display, brands should enable mobile shopper engagement options on the POP displays that allow consumers to interact with the brand or product directly through their smartphones. A platform that tracks the activations, such as KIOSentrix, can provide an additional level of validation that the POP displays are not only installed correctly, but are also catching the attention of shoppers. The two working in conjunction allow marketers to truly have a 360 degree view of how their POP displays are being deployed and their effectiveness in reaching customers throughout retail locations.

With an ever-growing amount of brands competing for consumers’ attention in store, businesses cannot afford to risk their POP displays being installed incorrectly or in some cases not at all. And with the help of today’s latest mobile technologies and platforms, brand executives can assess and understand their marketing challenges in real time, which can only improve these antiquated processes more readily and across all operational departments.

The future of in-store display management is here. Are you ready?

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