Point of Purchase: The Results are in the Execution
Get proven strategies for how to make POP work for your business. The process and implementation used makes all the difference in results.
In-store POP is not going away and is a proven way to drive sales in a way traditional advertising cannot. With the addition of technology, today’s POP messaging can be very specific and convey a lot of information. And if promoted and executed correctly, can generate a significant lift in sales.
Marketing departments focus a lot of time and much of their budget on ensuring compelling graphic design and messaging when POP is being created. Today marketers are also learning to focus on execution and ensuring the display is implemented as planned. POPs will not glean results if they’re not executed effectively in the stores. Compliance and accountability are essential in order to measure the success or failure of promotional POP. The following are a couple of case studies to illustrate this point.
Case Study #1
Years ago, free discs could be picked up at any retail location to be taken home and loaded on personal computers. Discs provided internet browser services (obviously today we download software, but back in the day you used to load via a disc). The ISP could track where the disc was picked up and provide rebates to specific retailers that were driving the most enrollments.
At one point a client of ours wanted to cancel the program because they were not getting the desired enrollments and ROI on shipping these displays and discs into thousands of retail locations.
To solve this challenge, Archway suggested a road trip to key retailers. What we found is that the displays were only set up in about 20% of the locations. Most of the displays and products were found untouched in the back room, either still in cartons or missing altogether. In the case where displays were set up, there typically was no product in the display, but rather discounted saleable items like socks and other miscellaneous items.
A solution that included in-store merchandising was devised and implemented. As a result, registration exceeded expectations within six months of solid execution.
Case Study #2
One of our major Food and Beverage clients used to send temporary displays into their regional product Distribution Centers (DC) and let the field staff know they were available for pick-up. The idea was that field reps would go to the DC, pick up displays for their retailers, (as well as the product to fill them), and head out to retail and execute the displays. What was really happening is that very few were ever picked up. Their DC’s would just scrap many of the displays with none of the activity being tracked or reported.
After working with Archway, the client’s field team commits to sending displays directly to specific retail locations. When displays ship to their retailers, they’re notified of the arrival date and are responsible for showing up at the retailer with product to execute. Retailers don’t want these displays sitting in their back rooms, so the reps get the promotion implemented quickly.
This new system resulted in a huge lift in proper display implementation and therefore, an increase in POP success.