The need and the im­por­tance of POP by Re­tail­ers to­day:

Point of Purchase - - COLUMN -


jour­ney of the In­dian re­tail from the ki­ranas led mar­ket to a sec­tor where ma­jor play­ers com­pete in an or­ga­nized re­tail for­mat has been thor­oughly re­mark­able. The con­cept of Point of Pur­chase ex­isted over the years but has found a re­fined char­ac­ter­is­tic with the en­try and growth of or­ga­nized re­tail for­mat in In­dia. Point of Pur­chase, as the name sug­gests is the point where it all be­gins. It is one of the fac­tors that ma­jorly in­flu­ences the pur­chase thus sat­is­fy­ing the main ob­jec­tive of re­tail – sale. To­day we see sev­eral brands en­dors­ing their prod­ucts through kiosks at a hy­per­mar­ket giv­ing the cus­tomers an ex­pe­ri­ence of the prod­uct even be­fore they make a pur­chase. The look, place­ment and size of the POP dis­play are equally im­por­tant to con­vert a prospec­tive cus­tomer into a con­sumer. The big re­tail­ers con­tinue to work to­wards the im­pro­vi­sa­tion of their POPs to create max­i­mum vis­ual ap­peal lead­ing to sales. Place­ment of POPs is as sig­nif­i­cant as the vis­ual of it. Over the years, re­tail stores have de­vised var­i­ous per­mu­ta­tions and com­bi­na­tions to place POP dis­plays in ar­eas which are stim­u­lant points for the cus­tomer to buy them. A re­tail store like ours, with a large mix of 44000 prod­ucts

Dar­shana Shah, Busi­ness Head – Mar­ket­ing, Vis­ual Mer­chan­dis­ing, Loy­alty and Space on Hire on POP


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