Point-of-Purchase / POP Displays
How digital retailing technologies are creating new in-store display options
In the retail world, "POP" is used to refer to
point-of-purchase advertising displays. POP displays
can take various forms, including shelf-mounted signs, hanging
posters, and more. Since an estimated 70% of purchase decisions
are made within the retail store itself, effective POP displays
can have a dramatic impact on sales for a particular product
category or brand. Recently, static signs have begun to give
way to electronic, dynamically updated point-of-purchase displays
that present targeted product information, instant coupons,
and more. The software used to control these dynamic POP displays
typically allows for near-real time content updates, allowing brand
managers to run instant marketing experiments, geographically
targeted promotions campaigns, and more.
Dynamic POP displays can vary greatly in size, from a 6" shelf-mounted LCD to 42" (or larger) plasma and projection displays,
helping deliver targeted marketing content to shoppers at the point-of-decision.
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