Point of Purchase
18.11.2019
What is Point of Purchase?
[fusion_dropcap color="var(--awb-color4)" class="fusion-content-tb-dropcap"]D[/fusion_dropcap]er Begriff Point of Purchase wird kurz auch als PoP bezeichnet. Schaut man aus Sicht des Kosumenten, ist es der Ort des Einkaufs. Aus der Perspektive des Verkäufers beziehungsweise Händlers handelt es sich um den Verkaufsort (Point of sale).
What characterises Point of Purchase?
At the PoP, the customer has direct contact with the retailer's products. The items are also placed at the point of purchase in such a way that they appeal specifically to the consumer. This is intended to stimulate impulse purchases and promote sales.
How should the point of sale (PoP) be designed?
The retailer tries various tactics to promote sales. The design of the point of sale is always important here. This includes the correct presentation of the goods in the shop window, on the shelf or in a certain part of the shop. The aim is to trigger positive effects so that the customer intends to buy.
What promotions are available at the point of purchase?
Of course, customers only buy products and services if they know them and are convinced. This is why there are always advertising and promotion campaigns. A particular product or brand is promoted by the promoters, who are usually be borrowed from a promotion agency, on Point of Purchase presented. Small giveaways such as product samples and the distribution of flyers are also possible.
