For traditional firms that operate in-person, the idea of point-of-purchase (POP) marking is not a novel one. Since the 1970s, grocery stores have been using cardboard displays to assist boost sales of specific products. This practice has been going on for decades. There are a variety of approaches to using point-of-purchase (POP) marketing on customers within the context of e-commerce websites.
What Exactly Is POP Marketing?
POP marketing is a marketing approach that aims to target users while they are already in the process of shopping. Because visitors are already on your website and in the process of making a purchase, this type of marketing is considered to be in the late stage. It is not possible to classify point-of-purchase marketing as top of the funnel marketing.
You target customers who are already in a buying mood, which makes it possibly easier for them to add on to or upgrade the product that they want to purchase. This is the concept underlying personalized product placement (POP) marketing. The term “pop marketing” refers to the practice of placing signage surrounding a product that suggests more products that are complementary to the one that is already in the customer’s shopping basket.
The methods for point-of-purchase marketing are things that you could encounter on a daily basis without even being aware of them. Putting up signs at gas pumps that advertise a sale on soda that is available inside the convenience store is an example of point-of-purchase (POP) marketing. Because customers are already stopping to buy gasoline, purchasing a drink would be a purchase that would be considered a “might as well” transaction. Putting candy in front of registers is another example of point-of-purchase marketing.
In essence, they are things that you did not go to the store with the intention of making a buy, but you ended up purchasing them because they were easy to reach or because you were impulsive.
For e-commerce websites, point-of-purchase marketing would consist of recommending products that are comparable or highlighting chances for an upgrade. It may appear to be more challenging to market products to someone who is at the checkout counter of an online store, but there are strategies that may be utilized to encourage clients to purchase additional products.
What Is Point of Purchase (POP) and Point of Sale (POS)?
In the context of marketing, the term “point of purchase” refers to the positioning of products or advertisements in close proximity to point of sale systems. In traditional brick-and-mortar stores, point-of-purchase displays (POP) are considered to be product displays that are located around the checkout area or at the end of an aisle.
POP can also be regarded any promotional activity that helps promote a product, such as a deal where you get two items for the price of one or a discount for first-time customers. In the context of e-commerce websites, point-of-purchase (POP) refers to the manner in which products are displayed on the website for those who are now buying.
The point of sale, also known as POS, refers to the location and time at which a product is purchased. In conventional retail establishments, this would be the cash register or checkout mechanism, which is where customers would exchange their purchases for either cash or credit.
From the perspective of an online store, this would be the checkout page, which is where the customer enters their payment information and submits their order. Although the user may have a varied experience when checking out from one website to another, the procedure itself need to be easy to understand for the customer.
Customers should feel comfortable using the point-of-sale (POS) technology that your website employs. If you accept a variety of payment methods and have a straightforward checkout procedure, you will see an increase in the number of sales you convert and an improvement in the level of pleasure your customers feel.
What Exactly Are “POP Materials”?
By utilizing POP materials, it is possible to improve POP marketing such that it goes beyond product placement.
Materials such as fliers, emails, pop-ups on websites, and cardboard display stands are all examples of point-of-purchase (POP) materials. Using these point-of-purchase materials, you should be able to promote your brand and, in certain instances, provide more information about your products. Displays of products made of cardboard are a common option for customers who like to buy in person. In addition to offering a large visual display of your brand, these can also provide further information about the things you sell.
Pop-ups during the checkout process are one method that online businesses can use to display other products that customers might be interested in purchasing. Putting forward the idea of offering additional services or warranties in addition to a product is an example of point-of-purchase marketing. Another effective method for obtaining additional purchases from a customer is to communicate with them through targeted social media posts. The usage of item displays is yet another frequent method of implementing pop marketing in online retail websites.
When targeting pop materials, it is important to have a strategy that makes sense for the customer. These point-of-purchase (POP) marketing things should be comparable in terms of both type and value if a client is purchasing an affordable item that is aimed at someone who is on a budget. It would be inappropriate, for instance, to recommend a high-end, top-of-the-line product to someone who is wanting to purchase a product that will save them money. For the purpose of increasing the likelihood of a successful conversion, your product displays ought to be on par with the product that the consumer intends to buy.
Displays of products can highlight a single product or numerous products to potential buyers. Because there are many different ways to show products to clients, it is important to have a fundamental understanding of the many types.
What are the four primary distinctions between displays?
The right presentation of the additional products is essential to the effectiveness of point-of-purchase (POP) marketing. It is common practice to carry out these actions on a product page or before to the checkout process. Pop marketing is something that any e-commerce website ought to integrate in order to assist in increasing sales and the potential lifetime value of customers. The following are the four primary types of POP marketing displays:
- Displays that are only available once
- Similar items for sale
- Products in the same category
- A variety of different things
Displays of a Single Item: The presentation of a single item to a consumer is what is known as a “one-item display.” This is an effective method for showcasing a new product or providing a boost to the sales of a product that is experiencing difficulties.
Depending on the style of your website, a one-item display may take the form of a pop-up or a highlight contained within the product catalog. If you are interested in delving deeper into the specifics of a product, a display that just contains one item is likely to be the most suitable option.
There are comparable products. A section of products that are comparable to one another is yet another sort of product display. In order to provide customers with alternatives to the product that they are currently viewing, it is possible to present a list of products that are comparable to the one that they are currently viewing on the same page.
This is an efficient kind of pop marketing, particularly for buyers who click on a link that takes them directly to your product page or website. In a situation where there is a direct link, the customer might not be aware of the other products that you provide. It is possible that customers will find a product that is a better fit for their requirements if you offer products that are similar to them. This will increase customer satisfaction and the possibility that they will make a purchase.
Items that are related. A display of related products is an alternative to a display of products that are comparable to one another. It is possible to display related product displays on a product page or during the checkout process, just like comparable product displays. There is a possibility that these connected products are add-ons or accessories to the product that the user is now interested in purchasing.
Displaying products that are related to one another is an absolute necessity if your company sells products that are included in a product package. It is essential to present the parent product as a related product display if the product that the buyer is looking at is an accessory to another product.
You discover that consumers have a tendency to purchase two or three things within a single transaction, it is a good idea to advise that other customers purchase those products together.
A variety of different things. Displaying a cross-section of products would be an example of a product display that would demonstrate the breadth of products that your firm provides. An excellent display for businesses that are wanting to go beyond just a single popular product is one that has a broad mix of items.
It is possible to boost customer loyalty and lifetime customer value by demonstrating to clientele the variety of products that your firm has available. It is a smart method to enhance total revenue to display a variety of high-margin items that would be a good fit for your customer.
Combining different kinds of products is another great technique to raise the level of product awareness among your clientele.
Finally, what are some ways that I might implement POP marketing in my company?
POP marketing is something that any e-commerce website ought to start utilizing. This not only boosts sales figures but also provides your clients with value by giving them a variety of options to choose from. You are able to boost your revenues and provide the shopper with additional value when you bring to their attention a product that they may not have been aware of before.
It is considered “best practice” for all e-commerce websites to capitalize on customers who are already with the intention of making a purchase. Despite the fact that the approach is different for businesses that are based online as opposed to those who are based in brick and mortar locations, the idea principle behind POP marketing is the same. Both your business and the customer can stand to benefit from effectively targeting clients who are already in the process of making a purchase.
To understand how to market your items in the most effective manner, you will need the appropriate analytics data. If you use point-of-purchase (POP) marketing in the right way, you may make your customers more satisfied while also growing your bottom line.