|
||
Point of Purchase, or POP, marketing has long been an active aspect of the retail world. With approximately 53% of all purchases falling into the category of impulse buys, window displays, counter displays, banners, and floor stands all vie for the customer's attention and buying power. Capitalizing on POP sales requires a dynamic and compelling marketing scheme.
Digital Media Captures the Attention of the Population
Digital media has grown at startling rates over the past decade. Where large screen televisions, cellular phones, computers, and other devices were seen as luxury items in the past, now they have infiltrated the markets at astounding rates. According to Media Trends Track, in 1989 there was an average of less than 2 televisions per household, a figure that has increased every year since, so that the census eight years later shows this figure to be just under 3 televisions per household. Cell phones, computer usage, and digital photography have also blossomed during the last decade. Our population is the most digitally engaged population to date.
Digital Media Captures the Attention of Point of Purchase Marketing
With digital media entering main stream consciousness, the attention of marketing gurus has been turned towards creating new marketing strategies to include this medium. As all eyes and ears seem to be bent in the direction of digital media, it is no wonder the marketing world is exploring these options.
While posters, banners, and floor stands captured customers' attention in the past, tech savvy customers may overlook these marketing techniques in favor of more dynamic methods. Digital media provides this avenue for the marketing sector. Driving sales with content the customer will notice and respond to is what point of purchase marketing is all about.
Implementing Digital Media into the Point of Purchase World
With flat screen displays and computers dropping in price, even retailers with modest budgets can now afford to employ digital media marketing. As computer programs become more user friendly, it also becomes easier to tailor marketing messages and provide the eye-catching graphics that capture the attention of customers.
Either used alone or combining these new marketing methods with old style posters and banners, point of purchase digital marketing provides the following benefits:
• Bringing items that are slower to sell to the attention of customers
• Effective store branding, attracting new customers
• Promoting store loyalty for current customers
• Presenting different messages based on time, weather, days of the week, and any other factor that influences customer demographics
• Adaptable for both large scale stores and smaller, family run businesses
Digital Media Successes in Point of Purchase Marketing
Many service and retail businesses are not capitalizing on the dynamic and compelling messages of digital POP marketing. A few examples of these successes include:
•Restaurants: promoting daily specials
•Service stations: using time at the pumps to encourage customers to buy other stock
•Convenience stores: highlighting sales items
•Banks: featuring financial packages for different
•Big box stores: encouraging store loyalty
Combining winning marketing strategies with digital media that speaks to main stream consciousness makes for a winning combination for retailers who engage point of purchase marketing, increasing sales and encouraging further patronage in stores that portray themselves as understanding today's customer.
As the digital world grows and expands on a seemingly daily basis, many companies, large and small, are finding that it is becoming increasingly difficult to make a personal connection with clients. This is offset slightly by the fact that new, diverse marketing and advertising opportunities are presenting themselves in the form of new technologies and media at a frenzied rate.
Let's rewind a bit. In its hay day, the powerful concept and practice of mass marketing was thought to take the personal element out of marketing. This, however, is simply is not the case. While the hypodermic needle was an excellent theory, it discounted the concept of human interaction, which took place at the point of purchase. Television viewers, radio listeners, and newspaper readers ingested mass media and, as a consequence, were heavily influenced in regard to purchasing decisions. This influence, however, was not, in my opinion, the ultimate influence. The ultimate influence occurred at the point of sale.
Consider this example. A housewife and son hear a Cheerios commercial during The Lone Ranger. The very next day, the housewife decides to pick up a box of Cheerios while at the store purchasing ingredients for dinner. Her grocer of 10 years however tells her that her son will likely enjoy Rice Krispies more than Cheerios because of the distinct sound Rice Krispies makes when milk is poured over top. As a result of the suggestion, the housewife puts the Cheerios back on the shelf and instead follows that advice of her trusted and long time grocer.
Fast forward to present day. With the introduction of big box stores, franchises, and extended hours, that point of sale connection and influence has all but disappeared. This may have been considered a good thing for mass marketers but the power of mass media has dwindled as well. Despite our best and most creative efforts, the power of mass media has yet to be duplicated. This means that, as marketers, we are missing out on the mass media, no brainer initial point of contact.
Fortunately, while the era of mass marketing has dissipated and we have been forced to look elsewhere for results, a gem of an opportunity has presented itself. Thanks to the Internet, digital media, and new technologies, we marketers have many alternate avenues to explore, test, and utilize to the fullest. And explore, test, and utilize we have, especially at that elusive point of sale period. Thanks to digital signage systems, electronic message boards, and most recently, narrowcasting, we have finally mastered the point of purchase.
Now we possess this power to capture a captive audience, right at the time of purchase. This is especially significant when considering that nearly two thirds of all purchasing decisions are based on impulse decisions. We marketers are a resourceful and adaptive bunch. We have dealt with the loss of mass marketing power by focusing, not only on new technologies and resources, but also by focusing on other points along the purchasing decision timeline.