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The Point of Purchase Advertising Industry
(POPAI) has developed what it says are never-before-released numbers
on the effect of point-of-sale promotions on particular products.
With the cooperation of big-brand companies like Frito-Lay, Anheuser-Busch
and Procter & Gamble, POPAI gathered enough data to declare
POP "a measured medium for the first time in the industry's
history." Some key findings:
- Brand logos get quick customer recognition,
and their presence at a POP location can bump sales by 8%.
- Small "convenience items" at checkout
locations delivered a 30% sales increase when a product photo,
brand logo and price savings were available. (The study doesn't
specifically name promotional products here, but there are obvious
opportunities, like gift-with-purchase.)
- POP displays set up just outside a retail
location were most effective for cough and cold remedies, health
and beauty care products, and beer.
- Product photos on POP displays lift sales
by 11.2%. Putting a beverage photo on a cooler door leads to a
33% windfall.
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