Do POP retail store displays really work?

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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

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