MARKETING IN THE PLACE OF SALE



Promotional Strategies
POP/POS


Marketing in the Place of Sale
•Point of Sale/POS
•Point of Purchase/POP
lPOP materials guide our steps from the very entrance to the store to the checkout (they are more
significant to us), where POS materials often take over their role.
lThey inform about the price and operate in the sales area.
lThey are classified as offline advertising.
lThe goal is to support goods.
lFunctions include reminding, informing, stimulating, selling, and creating an atmosphere.

Communication
•Within sales promotion, communication between three basic links is important:
    *   Supplier of the supported product
    *   Trader/Merchant
    *   End consumer
–

Marketing in the Place of Sale
lMarketing in the place of sale includes advertising materials and products used in the place of
sale (in stores or service establishments) to promote a specific product or a certain type of
assortment.
lThese advertising media are also known as POS/POP materials (point of sale/point of purchase).
lPOS/POP materials are part of sales promotion, focusing on attracting the attention and
influencing the purchasing behavior of potential customers using tools that ensure direct customer
contact with the product.
lMarketing communication in the place of sale is the most important trigger for impulsive
purchasing behavior of consumers.

In-store design
lAn important tool of marketing directly in the place of sale is the so-called in-store design.
lIt is a set of rules according to which advertising items are placed in the store, which are
intended to induce customers to make impulsive purchases.

Categories of POS/POP materials
•1. Among the floor POS/POP devices include::
•    *   Stands and displays;
    *   Floor banners, totems;
    *   Pallet islands and decorations;
    *   Floor graphics;
    *   Overpasses and advertising gates;
    *   Shop in shop;
    *   Promotional tables, promo stands and advertising counters;
    *   Leaflet stands and visual stands.




Categories of POS/POP materials
•2. Shelf POS/POP Devices are following:
•   *   shelf dividers and delimiters;
    *   price decorative info strips;
    *   feeders;
    *   wobblers;
    *   stoppers;
    *   shelf and over-shelf decoration;
    *   decoration shelvings;
    *   shelf flags;
    *   holders of leaflets and coupons.
•

Categories of POS/POP materials
•3. POS/POP tools for to cash register and service desks rank:
•    *   Cash register and countertop racks, displays  with products;
    *   coin;
    *   racks for leaflets;
    *   stickers cashier tape;
    *   divider shopping.
•

Categories of POS/POP materials
•4. To the wall POS/POP devices include:
•    *   poster frames and posters;
    *   lights advertising.
•

Categories of POS/POP materials
•5. Other POS/POP devices include:
•    *   Leaflets on goods and stickers;
    *   decoration of shopping trolleys and handles vehicles;
    *   decoration of security gates;
    *   shop and window graphics;
    *   hanging signs;
    *   digital signage, electronic and interactive media.
•

Inappropriate POS/POP
•*   In place of sale is too much POS/POP devices, and rather interfering with customers when
selecting;
*   POS/POP devices do not inform, tell something;
*   POS/POP materials are not coordinated with                      overall marketing strategy.
•

Some Statistics
•*   6 out of 10 buyers want to discuss prices for the first call.
*   On average we spend 20 minutes in the supermarket.
*   More than half of potential customers want to see how the product works during the first
contact with him.
*   80% of purchasing behavior is governed by sight.
*   Time spent at the point of sale does not directly affect the level of customer spending.
*   Customers who buy in stores, visit the store an average of 7.5 times a year. For online
customers it is only twice a year.
*   65% of consumers broke off relations with the brand because of one bad customer service.
*   67% of millennials (born 1980-2000) and 56% of Generation X people (born 1965 - 1980) prefer
online shopping rather than in stores.
*   76% of purchasing decisions taking place right at the point of sale.
*   68% of customers believe that the brand of the store reliable indicator excellent quality of
the product or service.

Future of Retail Combines Digital and Physical



MERCHANDISING
Care for the sales area








How does the customer see it?



How does the merchandiser see it?






Planograms



Planograms



Planograms



Planograms



In-store design