What Is Point-of-Purchase Placement in Merchandising

The Crow here for http://c4ocradio.com

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Point-of-purchase placement is designed to grab the attention of customers as they are considering their final purchases or preparing to check out. Goods placed near the front of the store, specifically near the checkout counter, are those most likely to be viewed by customers. According to the, http://Citeman Network a study of supermarkets showed that out of 2,473 shoppers, 38 percent purchased an item they had never bought before. The fact that the item was prominently displayed was cited as the most common reason for the purchase. Merchandising uses strategically placed products — usually near the front of the store or by the cash register — to spur consumer impulse buying. When used properly this type of marketing strategy can not only increase store revenue, but also create brand loyalty by introducing customers to new products.

Grocery stores are well-known for point-of-purchase merchandising.

Display products with bright colors that contrast with their surroundings are most likely to be noticed. Brand-name products are likely to be placed as point-of-purchase merchandise. If a product is not a brand name, it will likely be placed near an item that is, ideally to the right — since customers tend to view products in the same direction that they read. Marketing studies show that item sales tend to decrease, or return normal, once an item is moved from a point of purchase location back to store shelves. Almost any type of product can be a point-of-purchase item. In grocery stores, magazines, candy, and travel-size accessories are commonly found near the cash register as point-of-purchase products.

The Crow is a contributing writer for http://c4ocradio.com

Contributors to this article;


http://Citeman Network




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