What Is Point Of Purchase? Check Out Understanding And Examples

YOGYAKARTA What is point of purchase? In the retail industry, point of purchase (POP) is a marketing technique that can make consumers do impulse buying, aka spontaneous breeding.

This technique is carried out by displaying products that attract consumer attention, providing striking visual elements, to establishing interactive booths that invite consumers to try new products.

This strategy is often applied in the cashier area or payment place in a retail store. The reason is, at this point consumers make the final decision to buy a product.

With strategic placement and attractive design, promotional material at POP can increase product visibility and encourage spontaneous purchases.

In simple terms, point of purchase can be interpreted as a point of sale. This refers to the location or place where consumers purchase products or services. Generally, this happens in the cashier area or the payment place in physical stores.

However, POP has a broader meaning, including marketing strategies and visual elements used to attract consumer attention in order to buy products.

Quoted from the book Integrated Marketing Communications in Advertising and Promotion by Terence A Shimp, point of purchases are promotional elements such as displays, posters, hints/signs, and various other promotional materials in stores designed to affect customers' choice at the moment of purchase.

This interesting strategy of consumers with visual elements is commonly called POP display.

What is meant by POP display is all forms of display or display of products that are strategically placed in the store to attract consumer attention. These allowances can be in the form of special shelves, promotion booths, posters, or direct product demonstration materials.

The application of POP techniques is aimed at increasing sales by influencing purchase decisions at the last moment.

Attractive and informative POP marketing and POP display can help consumers find the products they need, compare options, and eventually make purchase decisions.

Compiled from various sources, here are some examples of point of purchases that are often found in supermarkets or retail stores:

Hanging mobile or banner is a plastic or cardboard display mounted on the ceiling of the store. This pad can rotate when blown by the wind. With good visibility and eye catching makes it easy to attract consumer attention.

The next point of purchase example is the installation of small flag chains to enliven the store. This flag also features brands or advertisements for certain products that are being promoted.

Standing display is a place to stand freely and is used to display products, works of art, or sculptures. Standing display is also known as the Floor Standing Display Unit (FSDU).

The tripod banner is a promotional medium consisting of a banner and a tripod framework. The banner is printed digitally and affixed to a sturdy tripod framework. The tripod banner is often used to promote products, display photos, or as directional points.

Human standee is a large human image print that can stand alone using a buffer leg. Human standee printing is usually placed in front of shops, malls, exhibitions, or other crowded places.

That's what information about what point of purchase is. Get news updates of other options only on VOI.ID.