By Vivian Pham, Director of Marketing and Client Services for Blue Calypso
According to the POPAI 2014 Mass Merchant Study, 82% of purchase decisions are made in-store which is why it is crucial for manufacturers to develop and deploy the right point-of-purchase (POP) displays to influence and guide consumers on their path to purchase. If done right, POP displays can engage shoppers at the right place and the right time to drive impulse buys and significantly increase sales.
Billions of dollars are spent every year trying to capitalize on this very concept. Marketing teams spend countless hours dreaming up profound and alluring campaigns that are meant to be carried out by in-store displays that will motivate shoppers to buy their product. They painstakingly map out every last detail of how these displays are to be executed to maximize effectiveness. Then they must pass along control at the most crucial point of execution – installation at the store level.
This is why it is so important to understand the level of successful execution of in-store marketing programs all the way down to the ability to track successful delivery and setup of displays, in the correct location and with the right products, over a variety of retail channels and display types. Brands need to know if their POP displays are being set up compliantly and what the cost of lost sales opportunities are resulting from non-compliance.
Check out these powerful industry statistics around in-store display execution in the FREE infographic below:
If your brand has ever deployed in-store display, how is the display execution compliance impacting your bottom line? Tell us in the comments below!