MODULE FOUR
P-O-P Best Practice Part One
Learn
Aim and Purpose
READ MORE This module is designed to help you develop a better understanding of the ways in which marketers can deliver improved best practice in-store by implementing P-O-P campaigns that are truly fit for purpose.
More information can be found in the
POPAI Textbook See Chapter 3, page 46
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Learn
Module Introduction
Part one of this unit is focused on exploring the need for P-O-P and defining the different types of P-O-P display available to retail marketers. We will look at ways in which the impact of communication messages can be enhanced. These are the key topics we will cover during this part of the module: Understanding the need for P-O-P Types of P-O-P Delivering the message in-store
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Learn
Learning Outcomes
After completing this module, you will be able to: 1. Recognise good standards of P-O-P 2. Understand the importance of tailoring messages for P-O-P use 3. Choose appropriate approaches with confidence 4. Recognise opportunities for shopper communication using P-O-P 5. Understand implementation issues effectively
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Part 1 Understanding the need for P-O-P
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Insight
P-O-P Benefits The use of P-O-P communication can fulfil one of several key aims for marketers. These include: • • • •
Driving awareness of brand in-store Driving shoppers to the aisle where the product is located Highlighting the product attributes to shoppers to influence the purchase decisions Improving product presentation standards by merchandising the product in the most effective, efficient and engaging way possible.
P-‐O-‐P communica5on has many func5ons
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How? In order to do any of these things, the first objective for P-O-P communication is to stop the shopper. To achieve this, marketers must ensure their in-store communication creates sufficient impact to stand out within the in-store environment and against other brands. Brands must avoid their displays and in-store messages becoming ‘wallpaper’, or background noise.
The first objective for P-O-P is to stop the shopper, by creating impact in-store.
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Achieving Impact It must also push shoppers out of autopilot mode and into conscious shopper mode, when they can make the decision whether to engage with the display.
P-O-P must ensure shoppers are in a conscious mode in-store
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Achieving Impact According to POPAI research, an effective way of doing this is to place P-O-P out of sequence – in other words, in uncharacteristic places. This can have a positive influence on a display’s effectiveness.
Be creative over P-O-P placement and place ‘out of sequence’
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Achieving Impact
This is an amusing and perhaps slightly odd take on such an approach by a retailer, clearly with the promise of an interesting night in during the cold winter months.
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Achieving Impact
For example, P-O-P located close to the toilets and baby-changing facilities may not be suitable for most brands.
Is P-O-P located back of store near toilets suitable for brands?
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Achieving Impact
The significant investment made by Samsung in its immersive brand kitchen experience within Harrods department store had some unfortunate consequences due it being cited in just such a location.
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Achieving Impact
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Review
However, this uncharacteristic location could prove highly effective store for brands looking to promote products such as hand-wash. Such a move would provide clear separation from other brands competing within the main category location. MODULE 4 | Understanding the need for P-‐O-‐P
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Achieving Impact Creating impact is becoming increasingly challenging for marketers. This is down to a number of reasons that include the increasingly stringent retailer guidelines in countries such as the UK that govern the type of P-O-P material accepted in to store. In addition, marketers in countries such as Vietnam are being forced to overcome the challenges of operating in a dark market for alcohol products. Marketers in other sectors are also, clearly, facing the same challenges in a growing number of countries around the world.
Creating impact is becoming increasingly difficult in some markets.
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Achieving Impact As the previous baby changing and nappy example and the ones on this slide show, being innovative in-store doesn’t always mean having to think of something new. Often innovation comes in the form of the simplest ideas, or by bringing old ideas to life in new and imaginative ways. The Pringle secondary citing unit went on to win the POPAI Innovation Award thanks to its clever use of magnetic technology to hold cans in place whilst also providing easy fitting to existing metal display fixtures in-store. This shelf tray display for Sun adopts the much-used gravity fed push principle that has been seen in many displays before. However, it is an unusual addition within the laundry and detergent category and creates a strong branding and merchandising solution that sets it apart from its competitors. Lastly, we have the adidas golf shoe display, which looked to the products laces to become the display itself, providing a solution that is both eye-catching and brilliantly reflective of the shoes key attributes – lightness.
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In-Aisle Displays
As the example of the toilets proved, the location chosen for P-O-P placement can be crucial. In-aisle displays can provide valuable exposure for brands. Retailers, however, often place limits on their use due to health and safety concerns and their belief that their use can frustrate shoppers if displays obscure access to adjacent shelves or restrict movement through aisles.
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Insight
In-Aisle Displays
Retailers also keen to ensure their stores retain a consistent look and feel that does not compromise their own brand identity. However, whilst some brands and suppliers within the industry often complain about retailers being too strict, there are also plenty of examples where a lack of guidelines not only harms the brand and sales opportunities, but also has a negative effect on the shopping experience.
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In-Aisle Displays
As this example from Gdansk in Poland clearly demonstrates, with a Nestle in aisle display not only blocking part of the aisle for shoppers, but also restricting the ability of customers to shop from the Nestle main fixture itself.
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Gondola Ends
A highly visible type of P-O-P display, Gondola ends are located at the end of aisles. Although commonly associated with supermarkets, they can be found within a variety of others stores. For example, electrical retailers, book stores, homewares retailers and variety goods stores. Gondola end displays are large, strategically located and attract high shopper traffic. Understandably, they are expensive with marketers typically prepared to pay a premium for securing space within such displays.
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Front of Store Similar to the gondola end displays, is front-of-store P-O-P displays, located near store entrances. Due to their position, they attract high shopper traffic. However, according to the POPAI Shopper Engagement Metrics, which we will discuss in more detail during Module 5, relatively small numbers of shoppers actually look at and engage with them. The reason behind this is what is called the ‘decompression zone’. It takes times for shoppers entering a store to switch into shopping mode. Often they are still in the mindset of being in their car or looking for their shopping list when they first enter the store.
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On-Shelf Displays Used extensively on shelves to ‘talk’ to shoppers as they pass, they are attached to shelves immediately adjacent to the product being promoted, or the product is located on them. Some marketers and retailers believe their use should be limited, in order to avoid shelf clutter. POPAI research, however, has opened up the debate as to whether doubling up on messages on-shelf rather than reducing the number of messages is actually more effective at engaging shoppers. Research suggests shoppers may scan the first message and then rely on the second to reinforce the promotion or message in their mind
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On-Shelf Displays
This clever display solution by Tropicana demonstrates the use of on-shelf displays to create additional merchandising space for the product. It is also mobile, allowing it to be connected to shelving in other locations around the store. For example, within fridges alongside lunchtime sandwiches and crisps.
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Secondary Sitings
Positioning P-O-P displays in secondary sitings around the store, outside the traditional store or category location, may drive significant sales increases if located correctly, with relevant adjacency to complimentary products.
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Insight
P-O-P Functions
P-O-P can perform four very important, sometimes, mutually exclusive, marketing functions: 1. Informing 2. Reminding 3. Encouraging 4. Merchandising
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Insight
P-O-P Functions…Informing
Part of the role of P-O-P is to inform shoppers.
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P-O-P Functions…Informing
Review P-O-P plays a significant role in providing shoppers with potentially useful information, informing them about products and services available in-store. It achieves this through the ability of P-O-P to communicate key features and benefits and inform shoppers about correct product usage. This example within the Beers, Wines and Spirits category demonstrates the use of P-O-P to inform shoppers about the different distinct flavour groupings of Malt Whisky. It is a practice that is also commonly used to sell wines. MODULE 4 | Understanding the need for P-‐O-‐P
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P-O-P Functions…Reminding
Another function is to remind shoppers – prompting them to recall previous messages when they enter the store that they may have been exposed to through other channels such as print ads or TV, as we saw in the multichannel module. As the following example shows, during the lead up to the 2012 Olympic Games Procter & Gamble in the USA showed how the in-store campaign builds on the messages already Review delivered through its print advertising campaign to promote the chance to win tickets to the Games.
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Insight
P-O-P Functions…Reminding
Remind shoppers so that they recall previous messages.
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P-O-P Functions…Engaging The third function is to encourage shoppers to engage with brands through display By enticing them to interact with the display as much as the product itself, marketers are then able to make shoppers more likely to consider the product for purchase. You will see two great examples on the following page. Firstly, the Cadbury’s Cream Egg Interactive display – a temporary display produced to tie in with the 2012 Olympic Games, that allows shoppers to set a chocolate egg off on a race to the Review finish line at the bottom of the display, before purchasing. And secondly this inverted pyramid display for Coca-Cola’s Coke Zero product that instantly engages the eye.
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Insight
P-O-P Functions…Engaging
Encourage shoppers to engage with brands through displays
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P-O-P Functions…Merchandising Lastly, we have merchandising. Whilst some would argue that this functional is less appealing than the eye-catching displays we saw on the previous slide, these types of display perform a critical function, bringing order to product presentation – especially important in categories such as cosmetics – ensuring the brand and its products look their best. These displays make it easy for retail teams to maintain retail standards and replenish stock Review with ease. Many brands are also now instructing displays to be designed to specifically fit their product packaging only, ensuring alternative or competitor goods cannot be merchandised on the display by retail teams instead of the intended products
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Insight
P-O-P Functions…Merchandising
P-O-P can serve a critical merchandising function, bringing order to product presentation.
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Insight
P-O-P Functions
As we have already seen, the speed at which some people shop means that P-O-P often has to communicate quickly and forcibly, if it is to arrest the attention of the shopper. Yet at other times, it may be required to take time to slow shoppers down and immerse them in an engaging and memorable brand experience, help increase dwell time in-store or educate shoppers who are keen to invest their time effectively to find out more about a product or service.
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Brand Building Marketers sometimes overlook the ability of P-O-P to be an effective brand builder. For new entrants to the market, taking on the dominance and advertising spending power of established brands can be problematic.
P-O-P: Short-terms sales tool but also an effective brand builder.
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Brand Building
Achieving awareness and penetration through ‘mass media’ can be difficult and expensive. Chocolatiers Lindt, for example, would not be able to compete directly with Cadbury’s on above-the-line advertising budgets.
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Brand Building
P-O-P can enable new entrants to take on the dominance and spending power of the established leading brands, without the automatic needs for above-the-line advertising.
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Category & Fixture Navigation The role of P-O-P within a category management context is to save time, reduce stress and simplify the decision making process for shoppers. The implication of this is that P-O-P can, and often does, perform several roles when forming part of a category solution, including aiding shopper navigation when approaching the category or fixture. It can also highlight and showcase both range and availability
Aid navigation to fixture with clear P-O-P signposting and improved standout.
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Insight
Category & Fixture Navigation Perhaps most importantly, however, it makes the category easier to shop by providing the right level of knowledge and information to aid self-selection. This ensures that shoppers make the correct purchase decision, increasing customer satisfaction. Recent developments within the Battery category are a good example of this in practice.
Review
Reduce shopper confusion and aid purchase decision making at fixture. MODULE 4 | Understanding the need for P-‐O-‐P
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Case Example Applied
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Energizer…Device-led layout Mintel research found that over half of Battery shoppers are confused about battery technologies and find it hard to decide on the right battery for their device, especially because different devices require different power levels. Displays are often chaotic, with shoppers finding it difficult to understand the difference from one product to another. When it comes to devices that are more ‘emotionally loaded’, such as smoke alarms that protect the family, research found that shoppers were prepared to pay more for better quality / high power batteries. As a result, Energizer embarked on a program to change the fixture to a device-led category layout, providing the means to change shoppers’ approach to shopping.
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Energizer…Device-led layout Keen to re-evaluate what could be achieved in-store, Energizer’s Shopper Insight teams took the decision to look deeper into shopper behaviour. The main focus was centred on directing shopper behaviour – through better understanding of shopper needs – to improve purchasing decisions. By displaying batteries by device type, rather than battery size, shoppers could be more confident that they would leave the store with the correct battery and that device performance would be maximised. Energizer also decided to use colours to code them – bringing the marketing team in to introduce this same concept onto the pack – red for everyday batteries and, at other end of the spectrum, blue for lithium, with orange and green in between. The new device-led category solution saw 6% growth in battery sales. Importantly, however, it showed that the whole fixture had become more shoppable, with improved shopper satisfaction and an increase in profitability across the whole category as a result. MODULE 4 | Examples
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Insight
Category & Fixture Navigation
Crucially for retailers, category solutions driven by a single ‘champion’ brand will not only increase sales for that particular brand but in most cases have a positive halo effect on other brands in the category, leading to wider category growth overall.
Providing a total fixture solution within retailer accounts to grow the whole category.
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Educating the Shopper The nature of modern self-service retailing means that most stores now have fewer dedicated sales staff. With the exception of the likes of Apple. It is therefore the role of P-O-P to fill the gap that has been left. P-O-P plays a vital role in aiding the shopper exchange – informing shoppers about what a product is, what it does and how it can be used. This is particularly useful when launching a new category, such as when Blu-ray discs first launched.
Review
Shoppers required education about the features and benefits and what it would mean within a wider context in terms of technology replacement required, for example. P-O-P can also educate by informing and reassuring shoppers about food provenance. It can also provide new ideas for shoppers, such as recipe suggestions for trying something new with now familiar products.
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Insight
Educating the Shopper
With fewer store staff, there is now greater reliance on P-O-P to educate shoppers.
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Educating the Shopper
Shopper education in-store and at fixture can take many forms.
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Case Example Applied
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Autoglym…3-step cleaning regime The following example by car cleaning product brand Autoglym demonstrates how effective shopper education can improve the shopping experience at the fixture. At point of fixture there are many products within their range that look and sound quite similar. As a result many shoppers find the decision process a bit overwhelming. It was clear that shoppers needed more education at fixture to enable them to select the best product for the required purpose with sufficient confidence to convert to purchase. To breakdown the Autoglym product range and aid the selection process at fixture, the brand split shelf units in to three categories to communicate the Autoglym recommended car cleaning regime (1. Clean, 2. Polish, 3. Protect) more effectively: The fixture was split further to cover: Bodywork, Wheels and Interior products within each of the above categories.
MODULE 4 | Examples
The use of the 3 step car cleaning process to segment the display made it more likely for the shopper to try additional products from the range as the decision process was made simpler and the product types more obvious.
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Comparative P-O-P Advertising Within some sectors, such as consumer electronics, automotive or retail banking, displays may also be used to provide shoppers with comparative information. Presenting features, benefits and prices of several products or services within one display enables shoppers to compare different brands in-store and make an informed purchase decision
Displays providing comparative information enable shoppers to make more informed decisions.
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Product Demonstrations While above-the-line serves to raise brand awareness and deliver triggers on an aspirational or emotional level in the mind of audiences, P-O-P displays make products seem relevant to shoppers and provide a medium in which brands and retailers can secure shopper interaction. Giving shoppers the chance to see, touch and try a product is key to bringing the product experience to life, building on the emotional aspect of brand engagement that has often been started through above-the-line advertising, and taking shoppers closer to the final purchase.
Buying and trying are two moments that dictate whether brands live or die.
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Retail Promotions
P-O-P is a key tactic tool for delivering promotions – multi-buy discounts, on-pack offers and giveaways.
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Retail Promotions
Its use, however, is not just limited to price discounts. It can also be used to communicate onpack offers as well as to highlight changes to products such as “New, improved recipe”, or the introduction of new finance options to make the purchase of a car more affordable.
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Retail Promotions
‘Chances to win’ promotions are also being increasingly commonplace in-store, enhanced by the immediacy that shopper technology such as QR code scanning offers – enabling shoppers to enter and find out if they have won while they are still at the shelf. Some sectors such as beer, cheese and blocked chocolate rely on promotions for up to 65% of sales. MODULE 4 | Understanding the need for P-‐O-‐P
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Reinforcing Product Attributes Best practice creative P-O-P displays also play a fundamental role in helping to reinforce the key product attributes communicated within above-the-line advertising and bring the brand message life. When Gilette launched its new razor, it used P-O-P to challenge shopper apathy to the traditional messages about the number of blades featured through the clever use of curve shape and messaging at the point of purchase.
Reinforce key product attributes against competitors.
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Reinforcing Product Attributes
Again here, the use of a 360-degree, rotating display for LG Electronics not only provided a multi-directional communication solution in-store, but also brought the above-the-line campaign messaging about the company’s new LCD technology and innovative thin screen to life for shoppers in-store.
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Brand & Retailer Communication One role of P-O-P often overlooked as that of brand communication, especially for retailers. Most retailers now offer a range of extended services, such as supermarkets providing insurance, financial services and mobile phone networks which are promoted through P-O-P display.
P-O-P plays a key role in delivering brand and retailer communication.
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Part 2 Types of P-O-P
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Types of P-O-P
Very few campaigns rely on the use of one type of P-O-P display. It is important to understand some of the key differences between temporary and permanent display. P-O-P displays can range from simple posters to spectacular eye-catching purpose-made creations such as this Space Shuttle, created to support the launch of the Lynx Apollo range within cash and carry retailers.
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Types of P-O-P To this display for Purina in Brazil
Or these accurately reproduced giant headphones to promote Zik products within the category.
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Types of P-O-P
As we have seen, it can be designed to be placed in the aisle, on-shelf or located on the counter.
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Temporary P-O-P
Temporary is typically used for tactical campaigns that are due to be live in-store. Normally, for up to a maximum of 12 weeks. The major benefit of producing temporary over permanent display is lower costs. MODULE 4 | Types of P-‐O-‐P
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Temporary P-O-P
They are also easier and quicker to install in-store. In most cases retailer’s own staff teams will receive temporary P-O-P into store supplied flat for them to assemble and product fill, keeping replenished until the promotional period expires.
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Temporary P-O-P However, even the simplest piece of temporary P-O-P can still hit implementations as an example seen instore for Cadbury’s Cream Egg proves. It’s counter top displays required retail teams only to open the box and insert the header display. On one side of the display was the consumer-facing message, whilst on the reverse Cadbury had included retailer communication to drive home the importance of the Easter chocolate promotional period, and encouraging them to push sales. An example seen in-store by the POPAI team here in the UK saw the header card placed facing the wrong way, communicating to all shoppers just how much Cadbury wanted their money.
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Temporary P-O-P
However, some displays are more ambitious, requiring installation teams to assemble the units. Such as this example of a Transformers truck made entirely from cardboard which was produced to promote the DVD release of the latest Transformer movie within grocery retailers.
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Temporary P-O-P
Or this temporary aisle cladding within Ireland by beer brand Coors to promote its new range of ‘Serve extra cold’ beer
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Temporary P-O-P
This temporary display from Australia brings a great sense of retail theatre to the gondola end, whilst delivering immediacy to the shopper both in terms of product type and the core SKU being promoted. MODULE 4 | Types of P-‐O-‐P
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Temporary P-O-P
This temporary display for Jack Daniels uses effective linkage with lifestyle interests such as music and biking to deliver a double impact, engaging key audiences as they enter the store.
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Temporary P-O-P
These two examples of temporary display from Asia demonstrate the key role that humour, colour and product associations can play in attracting the shopper in-store.
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Counter P-O-P
A growing number of traditional counter displays are now incorporating digital screen technology, as shown in this example by Wrigley MODULE 4 | Types of P-‐O-‐P
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Counter P-O-P
Given the limited amount of space available within the counter top area, well-designed P-O-P solutions a vital to providing brands with effective merchandising solutions.
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Counter P-O-P
As we will explore later in the course, the use of shape is vital to disrupting the shopper, as seen here for confectionery brands Tic Tac and Freddo in Australia and health and beauty brand Kitoko in South Africa.
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Counter P-O-P
Despite the limitations on space, clever design and manufacturing can achieve similar levels of campaign context and impact as much larger displays. For example, this HORECA display for Carlsberg delivers instant linkage to the brands football sponsorship, whilst successfully reinforce the brand colour and glorifying the product, complete with price point. Meanwhile this display on the right for spirit brand Smirnoff heroes the product in a simple yet engaging way that delivers instant brand association. MODULE 4 | Types of P-‐O-‐P
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Insight
Counter P-O-P
These two examples are also great demonstrations of creative ingenuity. Multi-functional, this HORECA Red Bull display delivers strong brand impact, operational functionality and gravity fed product dispensing post-purchase for customers to add a can of Red Bull to their favourite spirit, or enjoy on its own at the end of the evening. Meanwhile, this display for cosmetic brand Benefit is ultra compact, yet delivers good levels of stock holding for a counter top display, strong visual impact, clear messaging and a highly target creative execution to attract the core target female shopper on the go.
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Permanent P-O-P
Key end-user markets for permanent P-O-P displays include health and beauty, specifically, in the case of displays for cosmetic producers in-store such as this shop-inshop display for the No7.
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Permanent P-O-P
Permanent FSDU solutions can deliver similar levels of visual impact to their temporary counterparts, with the use of shape and materials key to driving shopper engagement
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Permanent P-O-P
Whilst permanent P-O-P is more expensive to produce than temporary displays, the longevity of the display’s presence in-store demands a more robust solution. Most permanent units will remain in-store for between 12 months and three years or more, although most will possibly be refreshed and re-clad with new graphics during this period. Acrylic is a common material choice for permanent displays given its high quality, sleek look and feel, which make it perfectly suited to consumer electronics, HORECA and healthy & beauty brands. MODULE 4 | Types of P-‐O-‐P
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Permanent P-O-P
Here are two further examples of permanent P-O-P displays for Scotts Miracle-Gro product display solution and the make-up play table within beauty retailer, Superdrug
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Permanent P-O-P
E-Reader display solution within book store, Waterstones
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Permanent P-O-P
Here we can see an Illuminated Natural Health Category bay display solution from Australia featuring digital screen technology, bringing clear navigation and enhanced product education to the shopping experience. MODULE 4 | Types of P-‐O-‐P
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Permanent P-O-P
These two permanent displays for Kinder and M&M show the power of using key brand assets as an integral part of a creative display solution
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Permanent P-O-P
These two permanent displays from Australia demonstrate how P-O-P can be combined effectively to create both a strong brand presence and operationally practical merchandising solution for retailers.
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Shop in Shop
A further extension of in-store displays is the shop-in-shop concept. These are often seen within department store environments and airports Duty Free spaces The shop-in-shop display here is, interestingly, a temporary display solution to elevate the beauty proposition to shoppers within grocery retailer, Tesco.
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Shop in Shop
Shop-in-shop display solutions, however, typically take more of a permanent display look and feel, such as this Mont Blanc store in Beijing, China
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Part 3 Delivering messages in-store
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Creating the message
Creating a visually impactful P-O-P campaign may be sufficient to stop the shopper, but the message, price and promotion play a critical role in engaging the shopper and moving them towards the final purchase. As we have already explored in Module 1, understanding the shopping mission plays an important role in the entire development process for P-O-P. Before developing the message is important to remind yourself about the mindset the shopper will be in when engaging with the display.
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Creating the Message
The message is as important as creating visual impact.
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Shopping Mission In situations where dwell time may be high, such as the purchase of a new mobile phone or technology device, there may be opportunity to include more detailed messaging within the display.
High involvement purchases and long dwell time = more information.
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Shopping Mission Convenience retail formats and displays such as shelf wobblers and header boards, however, will require concise simple messages due to the short time shoppers are likely to have to read the message when the display catches their eye, before they move on, as shown by this example from a BP forecourt convenience store in France.
Low involvement purchases and fast shopping missions = short and concise
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Case Example Applied
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McVitie’s…NPD Messaging
The following example from United Biscuits demonstrates the importance of considering messaging within P-O-P display. Whilst above-the-line advertising may influence the form and content of the message, the P-O-P message should be created with the shopper in mind.
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McVitie’s…NPD Messaging
If launching a new product, for example, the messaging above-the-line may focus on it being ‘new’. But in-store, where shoppers must be engaged to make the decision to purchase, messaging may instead need to be centred on the credibility of the parent brand – in this case McVitie’s. Alternatively, insight may reveal that shoppers will messaging to help them understand how and when the product should be eaten e.g. snacking, breakfast bar or lunch bar?
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McVitie’s…NPD Messaging
Price Promotion
Education Message
Taste Message
The message in-store will potentially also have to evolve over time. This could look like this: Moving from a price promotion message, to an education message, before focusing on the product’s taste. Three very distinct phases. By modifying the message, the Medley brand was able to maximise impact during each phase. Price promotion was used during the initial launch phase to encourage trial by reducing perceived risk for ‘early adopters’ – shoppers who are always keen to be the first to try new products, for the right price. MODULE 4 | Examples
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McVitie’s…Modifying Message Trial
Education
Taste
Launch
Embed
Year 2
An education message then followed to embed and reinforce the products key ingredient features and suggested meal occasion for the more traditional shoppers, who would come to the product after the initial launch phase once they had become familiar with seeing the brand and accepting that it was an established part of the McVitie’s family of brands. Once the first two phases had been completed and shoppers became familiar with both the brand and the product, attention within messaging in-store could then turn to promoting the taste benefits, with the parent brand’s reputation for great taste used to reinforce and provide added credibility to this brand promise. MODULE 4 | Examples
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McVitie’s…Modifying Message
It is vital that the message used within P-O-P is created out of a deep understanding of what’s important to the shopper and what motivates them to buy, rather than simply repurposing above-the-line assets.
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Insight
Modify message to drive impact Research conducted by POPAI, which is discussed in more detail in Module 5, has provided some interesting additional insights into the impact that different messages can have on shoppers. For example, messages that focus on ‘new’, value and savings attract shoppers the most.
Messages focused on new, value and savings messages attract more shoppers
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Insight
Modify message to drive impact
Messages based on price reduction and quantity discount attract less than extra product.
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Insight
Messaging Effectiveness Here are some interesting facts from the POPAI Grocery Display Effectiveness Study around the influence of message on purchase decisions. Male shoppers are more open to in-store seasonal messages featuring product price only than female. Store own-bundled deal messages achieve the highest conversion ratio amongst those shoppers with a list, compared to quantity discount/multi-buy store messages.
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Summary
MODULE 4 |
Learn
Learning Outcomes
Congratulations. After completing this module, you will be able to: Recognise good standards of P-O-P Understand the importance of tailoring messages for P-O-P use Choose appropriate approaches with confidence Recognise opportunities for shopper communication using P-O-P Understand implementation issues effectively
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Key Learnings
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Key Learnings 1. 2. 3. 4. 5. 6. 7. 8.
The first objective of P-O-P is to stop the shopper Choosing the right location for P-O-P is key P-O-P can inform, remind, educate, build brands and improve merchandising and navigation Providing comparative information enables shoppers to make more informed decisions Displays can reinforce key product attributes P-O-P must work with retailer communications Delivering the right message is as important as the visual Shopper technology is constantly evolving
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