POP Compliance & Best Practice

The point of purchase represents the time and place at which all the elements of the sale—the shopper, the money, and the product—come together.

By using various communications vehicles, including displays, packaging, sales promotions, in-store advertising, and digital signage, at the point of purchase (POP), marketers have a great opportunity to influence the shopper’s buying decision.

POP programs need to be managed carefully, however, so as to ensure that both retailers and shoppers will see consistency and coordination in the programs rather than confusion and contradiction. After all, a well executed point-of-purchase initiative can be a huge shot in the arm for your sales.

Having the greatest offer, eye catching graphics and ground-breaking shopper insights doesn’t count for much, however, if the POP display fails to reach the sales floor. It’s like leaving money on the table—quite literally. The sad reality is that even the most creative programs often fall short of expectations due to the challenge of in-store compliance execution.