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.

Although WireSpring doesn't sell traditional, static POP displays, we partner with a number of leading POP display vendors. This is a natural fit for our customers, since dynamic POP display networks can benefit enormously from well-placed static POP that helps reinforce the core message.

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.

Here are some articles you might find useful:

• Using shopper insights to drive in-store success
• Marketers seek integration and accountability from their retail campaigns
• Do POP displays really impact 75% of in-store purchase decisions?

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