POP Marketing Evolves to Target ‘Bricks & Mortar’ Shoppers

Last Updated: May 1, 2019

Point of Purchase (POP) displays are undergoing a digital revolution as marketers train their sights on the high spend by consumers in physical retail outlets.

by Agent Staff
POPDisplays-BricksAndMortarShopping
Image Source: Unsplash.com -- Photography: Tom Sodoge

PHYSICAL retail is in the sights of marketers, as consumers persistently forego the convenience of online purchase in favour of purchasing at their local stores.

Statistic: Online vs. in-store shopping preferences of consumers in the United States as of February 2016, by product category | Statista
DATA SOURCE: Statista

While this chart shows how online continues to dominate in niche areas such as books and electronics, the data recorded for purchases in physical stores show that the days of traditional shopping are far from over.

In fact, consumers are purchasing in physical retail outlets more than ever, with a massive 90 percent of buying decisions being made in-store. This has been attributed to various factors, including avoidance of delivery charges, a preference for touching the product prior to purchase, and a time-lag in online availability of products that can already be purchased and carried home from the ‘brick-and-mortar’ store.

Whatever the reason, the attention of the brick-and-mortar shopper has never been more crucial, and Point of Purchase (POP) displays—and providers such as Smurfit Kappa—are playing a key strategic role at the final stage of this three-point ‘consumers to shoppers to purchasers’ process.

This conversion may be simple in principle but remains as much of a challenge as it ever was, tapping into not only classic visual marketing principles such as textual tone and colour schemes, but also having a mind to satisfying the contemporary consumer’s thirst for the innovative and novel.

Blending this marketing and retail expertise with quality manufacturing standards is exactly what Smurfit Kappa has been doing since its inception. Smurfit Kappa is a multi-billion-euro leader in POP solutions aimed at creating and bolstering market awareness and helping to delivering upward sales for its clients.

A leading producer of paper-based packaging, with around 45,000 employees in c.370 production sites across 34 countries, and annual sales revenue in excess of €8bn, Smurfit Kappa has perfected a range of impactful POP methods—including free-standing units, bespoke displays, merchandising units, in-store theatre, and retail POS—to help drive spontaneous and frequent purchases of its client’s brands.

POP displays are undergoing a digital revolution in recent years, with the latest generation of dynamic digital displays an obvious solution for retailers who want to keep a brand-consistent yet ever evolving and changing range of promotions to entice shoppers at the point of purchase. The latest POP displays also help to make retail market more of an accurate science, enabling brand managers to conduct real-time marketing experiments, targeted campaigns and much more.

The expertise of a firm such as Smurfit Kappa is obvious in providing solutions that are not only high quality, durable and robust, but which also accommodate flexibility and adaptability. It is generally accepted that loyal customers will become bored with POP campaigns that have the same display for more than a period of two weeks.

Ultimately, POP displays may create a challenge for modern marketers, but also an opportunity for them to demonstrate the kinds of classic marketing tenets—with a twist of contemporary digital ingenuity—that create significant gains for their clients.

 



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