TOPIC 5 – MARKETING
COMMUNICATION TOOLS
POP
POINT OF PURCHASE (POP)
WHAT
Point of sales communication is
Point of sales (POS)/ POP, in-store communication
Any promotional/ communication material placed at the POP
All aspects of the store and the store environment that can signal something to
customers about the quality, price or product
Displays, in-store broadcasts, shopping-trolley ads, shelf talkers, wobblers, coupon
dispensers, the way products are placed on the shelf, the atmosphere of the shop,
shop window…
WHY – IMPORTANCE OF POS COMMUNICATION
OBJECTIVES
1. Attract attention
draw attention to a shop or product in a shop
Stand out from competitors (other shops/other brands)
For example: Flag ship stores, eye-catching displays, …
2. Remind
Remind consumers of ongoing or previous advertising, PR, a sales promotion or other
campaigns, reinforcing the communications message
3. Inform
Inform about possibilities or the right choice for your situation, …
4. Persuade
Influence decisions: Try a new brand, buy a large stock because of promotions or
because it catches your eye, …
Impulsive buying: It’s cheaper now, you want to eat/drink it immediately, …
COMMUNICATION TOOLS
POP
POINT OF PURCHASE (POP)
WHAT
Point of sales communication is
Point of sales (POS)/ POP, in-store communication
Any promotional/ communication material placed at the POP
All aspects of the store and the store environment that can signal something to
customers about the quality, price or product
Displays, in-store broadcasts, shopping-trolley ads, shelf talkers, wobblers, coupon
dispensers, the way products are placed on the shelf, the atmosphere of the shop,
shop window…
WHY – IMPORTANCE OF POS COMMUNICATION
OBJECTIVES
1. Attract attention
draw attention to a shop or product in a shop
Stand out from competitors (other shops/other brands)
For example: Flag ship stores, eye-catching displays, …
2. Remind
Remind consumers of ongoing or previous advertising, PR, a sales promotion or other
campaigns, reinforcing the communications message
3. Inform
Inform about possibilities or the right choice for your situation, …
4. Persuade
Influence decisions: Try a new brand, buy a large stock because of promotions or
because it catches your eye, …
Impulsive buying: It’s cheaper now, you want to eat/drink it immediately, …
