YES! Point-of-purchase (POP) advertising is more important than ever before for today’s retailers. Studies by POPAI “Point of Purchase Advertising International” reveal the following:

• About 70 percent of all brand purchase decisions are made in-store.
• In store sales have increased as much as 65% when P.O.P materials are used.
• Cost-per-thousand of P.O.P advertising is close to that of out-of-home advertising, or radio, which is about half the cost of TV advertising.

PCi’s analysis of the POPAI C-Store data for one category found that one brand consistently used standard stock materials, while another actively used custom P.O.P. The custom P.O.P delivered a 28% sales lift, while standard materials generated a 13% lift, a 2:1 advantage in favor of custom materials. These results were consistent across multiple materials and messages.

Custom P.O.P vs. Standard P.O.P Materials Alcoholic Beverage Category						2x the Lift of Standard Materials
% Sales Lifts when P.O.P…
How made?	Brand	Sign/Banner	Brand/ Logo	Retail Price	Product Photo
Custom	A	31%	30%	26%	23%	Custom Avg. = 28%
Standard	B	11%	11%	12%	19%	Standard Avg. = 13%
Source: In-Store Advertising Becomes a Measured Medium: Convenience Stores ©2003, POPA