The Point of Purchase (POP) is the environment in which a shopper makes a definitive purchase decision, at a point in time, about a brand. The Point of Purchase is any place where the shopper makes a decision to purchase. The point of purchase is a decisive moment when all previous marketing activities stand or fall. As the media evolved, marketing at retail has come out of its initial stance of being purely a reminder medium and today POP is the most happening place when it comes to activating brands. POP is the last chance for the companies to influence shoppers to buy their brands.
According to a 2005 Economist article, consumers spend no more than 6 seconds trying to find a preferred brand before they give up and submit to a substitute. Research findings show that, about 60% of total purchases are actually triggered at point of purchase. It is said-“what you see is what you buy”. This particular workshop is designed to get the strategies and tactics to win the battle at POP over the competitions and influence in shopping behavior
• Changing mind set to focus on core people to drive the sales & visibility.
• Understanding Shoppers behavior and why they are the boss of the business.
• Importance of POP into recent business and how this drives the visibility & sales.
• Understand Effective Merchandising as a part of structured selling.
• Tools to catch the Shoppers at POP and designing path to purchase.
• Understanding POP Excellence as a part of art, innovation and creativity.
• Some Global Best Practice Examples and its implication of local market.
Workshop topics to be covered:
Topic 1: Ice Breaking & Networking Session
Participants will get chance to explore each others.
Topic 2: Few Definitions & Situation Analysis:
This session has been designed to have few definitions, theory, perceptions and situation analysis before kick off the entire program.
Topic 3: Merchandising & its impact on Shopper Behaviour:
The objective of this section is to enable us to have knowledge to manage the store's shelf and space in an efficient and effective manner. By having merchandising excellence, we can ensure optimal off take of our products which eventually will have a great impact in shopper behaviour.
Topic 4: Shopper behaviour and toolkit to identify the Shopper Insight:
An important objective of shopper research is to understand the way consumers prepare for shopping. Which are the ways used by shoppers to define their product needs. Is the shopping decision spontaneous (impulse purchase) or is shopping most often carried out the same day of the week / the month? Who defines categories and products to be shopped within the household?
Topic 5: Designing Path to Purchase:
This is a new innovative communications process and considered as a journey, a continuum of consumer touch points that lead the consumer to purchase. Identifying the most effective touch points will allow your Brand to effectively reach your TG and make a meaningful connection that drives purchase and loyalty.
Topic 6: Effective & Creative Communication for POP Excellence:
Why communication is playing key role to catch the ultimate consumer/shopper and how a communication can be effective. Here, we will get to know the innovative and creative POP solutions that can triggered the sales at the final moments.