Planning a Point-of-Purchase (POP) Display can sometimes be a lot of work. The level of detail put into the development of a POP Display can have a direct impact on company sales. So, how do you analyze the effectiveness of a POP Display? How can you take advantage of these valuable analyses? If you are a marketing manager or sales manager, you will find the rest of this article very useful.
Business Analysis of a POP Display | Your Consolidated Data
The development of a Point-of-Purchase Display is mainly the responsibility of frontline Marketing and Sales Departments. These advertising campaigns are clearly not an end in themselves. Without a subsequent analysis, these marketing techniques will end up being a waste of time, energy and budget. It follows that the results of each POP Display must be collected and analyzed carefully. The data can then be organized in an easy-to-use table. Once the information is fed into it, this tool can consolidate the data. The following are some of the parameters influencing the number of sales:
- the presence of a sales person to reinforce the impact of the Point-of-Purchase Display, including the times when this person was present and the selling point used;
- the variations in product arrangement;
- the fluctuations in the number of sales depending on the time of day;
- the types of content used (slogans, sales pitches, etc.);
- and live customer feedback.
The next step after the analysis is made is even more important for the management of the company. This is the time for assessments.
We created a POP Display. Now what?
The POP Display developer is not done yet. Together with the management committee, they will be able to draw conclusions from each POP Display. Variations in planning for each campaign produce different results. So, these assessments will make it possible to develop action plans for subsequent POP Displays. The following are some of the actions that can be planned company-wide in a shared tool with all departments involved in POP Displays:
- adjust the tone of the slogans;
- increase ground presence during peak hours;
- pay more attention to the lighting of the display;
- change digital material suppliers;
- highlight promotional offers;
- and increase the points of communication in the store.
Each advertising event is then a new opportunity to assess the company’s market. Then, offers can be continuously improved.
Stores have now become true living spaces, with coffee vending machines, fast food places and children’s play areas on the rise. In order to make a difference, your company has a major part to play in its marketing strategy for Point-of-Purchase Displays. Even if consumers are shopping more and more online, in-store shopping remains the favorite way of shopping for those who favor human interaction. Save time and gain efficiency by using the collaborative tools offered by RowShare.