Branding MaterialsPOS materialscommunication-at-point-of-purchase

Consumers’ buying habits increasingly tend to self service forms which allow a more direct contact with the goods. In this context, the concept of Communication at Point-of-Purchase or POP, which works in the active presentation of the product in the places of purchase, has developed.


Communication at Point-of-Purchase includes a set of promotion and advertising techniques to increase the profitability of the point of sale. In order to do so, self-managed sales are stimulated, product flow is increased, a continuous adaptation of the products to market demands takes place, and the right marketing mix (price – packaging – location) is chosen.


POP materials promote brand recognition


The Point-of-Purchase involves a specific contact with a public willing to purchase a specific good which should catch his eye within a mix of brands. The goal, then, is to discover how to add value beyond the purchase, knowing that the visual identity of the product is very important to brand recognition.
In a context where competitors increase daily in every market segment, Organizations started designing strategies to develop the potential of the point-of-purchase based on the idea that brands must add value, make the purchase more attractive and be able to do marketing at the POP.


Using POP materials to strategize


POP displays have become a staple strategy for retailers. Most retail stores have some sort of POP material in their stores. This material highlights the product and draw the customers’ attention to it, which is important in a retail store crammed with similar merchandise. The visual identity is a very important aspect in marketing because it ensures brand recognition through colors and shapes. Therefore, POP displays are very important to catch the customers’ eye and help create product-brand recognition. The way products are shelved is always important, especially for a first purchase because a product that has been advertised by external media and is visible and handy will encourage customers to buy it.


There are many and varied Communication strategies at the Point-of-Purchase. Among them, the most common are: advertisements in shopping carts, plastic modular displays, hooks for product display, suspension signs with eye-catching graphics and shelf management materials that organize and highlight your product on shelves.


POP materials increase brand awareness and communicate the brand image and its differences with competitors’ products that will lead consumers to the promoted product.