The four sales point Ps
Sales points are the ideal venues for positive, engaging sensation experimentation. Every element in them – from clothing to display stands – plays a part in the consumer acquisition process.
In modern marketing strategies sales points are full-blown centre-stage players on the product promotion scene and the field of action of the four Marketing Mix Ps introduced by Kotler:
- Product: goods sold
- Promotion: all promotion and communication activities
- Place: the sales location
- Price: the sales price
One of the main elements of these four Ps, Promotion, is a way of getting the product across in communication campaigns and tools designed for the target public.
With a more demanding and active clientele than in the past, firms have battened down the hatches and adopted well-planned sales strategies supported by personalised material capable of triggering curiosity and attracting consumer attention into sales points themselves.
Display stands, posters, crowners, rotairs and window displays are the most commonly used visual communication sector tools to promote a firm’s brand image with high impact tools.
Made in a range of materials and in personalisable formats POPs drive sales and are an opportunity for brands to be seen and remembered by consumers at sales points.
Pop merchandising is an effective communication tool and includes objects made in:
- Long-lasting materials, full-blown large-scale structures interacting with the space around them, such as islands, stoppers, rotairs and totems.
- Non-lasting materials – display stands made with single use short-lived materials such as flyers, cards, leaflets, posters, adhesives and brochures.
If located correctly POP materials are high visual impact and can be positioned in all retail outlets, such as clothes shops, supermarkets, doctors’ clinics and offices to promote products and information.
POP materials: what are they?
- Display stands
- Display panels