Some brands make the mistake of thinking that retail marketing is just about getting shoppers through the door. While this is a vital piece of the puzzle, it’s important to remember that you must employ effective marketing techniques in-store in a way that creates continuity of your brand’s message and voice if you want to maximise sales. One way to get the most out of your footfall is to invest in POP (point of purchase) marketing. This method allows you to get your customers’ attention when they have already committed to making purchases and trigger further spending.
There’s an array of things to consider when planning your next POP campaign. To get you started, here are a few of the most important:
Implementing a new POP project can be an onerous task, especially if your brand has a presence in multiple retail outlets. As every good marketer knows, consistency is key if you are to cement your message in the minds of your audience and encourage brand loyalty. One way to ensure consistency in terms of quality is to recruit a retail display installation specialist such as CJ Retail Solutions to coordinate your campaign. Such companies carefully plan and carry out installations, ensuring that your project achieves maximum compliance across all stores.
There’s little point in going to great lengths to create eye catching and effective POP displays if you have no plan in place to maintain quality levels once your installations are up and running. Neglecting to consider maintenance requirements can lead to slips in standards than have a damaging effect on your business. For example, cardboard floor displays are not positioned correctly, signage goes missing or stock levels are not controlled properly, sales opportunities will be reduced. Inconsistencies in quality across different stores might create a negative image in the mind of your audience, which could have a significant impact on your business’ profits. Some good retail display installation companies offer a maintenance service too, so it’s worth bearing this in mind when choosing who manages the set-up of your next project.
Many high street shoppers will note that technology is becoming a ubiquitous feature in retail outlets up and down the country. From self-checkouts in supermarkets, to staff equipped with tablet devices in department stores, to motion-sensitive, advert-displaying mirrors in pop-up shops, innovations in technology have opened up a brave new world to retailers looking to engage their audience and create conversions. Solutions like these fall into three main categories: technology that assists consumers, technology that assists retailers and technology that provides entertainment. If you want to maximise efficiency and take customer experience to the next level, you might want to consider how your brand could utilise these cutting-edge mechanisms. Perhaps you could investigate EPOS (electronic point of sale) software that allows you to operate automated customer loyalty schemes, or maybe you will want to add QR codes to your display stands to allow smartphone users to access supplementary product information and special offers. When it comes to POP technology, new features are being developed all the time so it’s important to keep your finger on the pulse if you want to keep up with the competition.
Remember, these are just some of the things you should consider when it comes to creating an effective POP campaign. The more research you do, the better your campaign is likely to be, so gather as much information as possible before making any decisions.