Pointofpurchase

Point of purchase refers to the location and materials used to influence a consumer's purchase decision at or near the place where a transaction occurs. It encompasses physical and digital media placed in retail environments, including in-store displays, shelf-edge units, endcaps, signage, packaging, demonstrations, sampling, and digital screens or kiosks. POP aims to attract attention, convey product benefits, provide pricing and availability information, and prompt immediate action, often supporting promotions, new-product launches, or seasonal campaigns.

Formats and examples: traditional physical POP such as floor graphics, counter displays, header boards, and gondola toppers; shelf-edge tags and price heads; product packaging designed to stand out; demonstrations and tastings; digital POP such as screens, video walls, interactive kiosks, QR codes or augmented reality experiences integrated with mobile devices.

Strategic considerations: POP effectiveness depends on placement, visibility, readability, and consistency with brand guidelines. Retailer policies, store formats, and planograms shape what is allowed. Creative should balance prominence with clear product messaging and price accuracy. Measurement commonly includes sales lift, units sold, average transaction value, display dwell time or impressions, and return on investment.

Trends: retailers increasingly use data-driven digital POP, experiential displays, and omnichannel linkages, including online-to-offline promotions and proximity marketing.