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Interior (Point-of-Purchase) Displays

Time:2012-08-28Hits:

Once store layout is fully detailed, a retailer devises its interior displays. Each point-of-purchase (POP) display provides shoppers with information, adds to store atmosphere, and serves a substantial promotional role. Heres what Point-of- Purchase Advertising International (POPAI) has to say:

POP advertising is persuasive. Serving as the last three feet of the marketing plan, it is the only mass medium d at the "critical point where products, consumers, and the money to purchase all meet at the same time.
 Several types of displays are described here. Most retailers use a combination of them.
 An assortment display exhibits a wide range of merchandise. POP advertising is persuasive.
 A theme-setting display depicts a product offering in a thematic manner and sets a specific mood.
 With an ensemble display, a complete product bundle (ensemble) is presented--rather than showing merchandise in separate categories (such as a shoe department, sock department, pants department, shirt department, and sports jacket department).
 A rack display has a primarily functional use: to neatly hang or present products. A cut case is an inexpensive display that leaves merchandise in the original carton.
 Posters, signs, and cards can dress up all types of displays, including cut cases and dump bins.

The second screen of the dual screens pos equipment should be another format of POP.


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