Boost Sales With Point Of Purchase Advertising

According to recent research bypeople who interacted with the display. When
Point-of-Purchase Advertising Internationalmotion was added, sales increased by an average
(POPAI), up to 75% of purchase decisions areof 44% over sales from the static version of the
made in-store. With so many potential sales atsame display.
play every time a customer walks in the door,- A leading clothing retailer in the U.S. did a
most retail businesses incorporate point ofcomparison between digital and static signage and
purchase (POP) advertising in their marketingfound a 23% increase in traffic at stores using
strategies. If you haven't, you'll find plenty ofthe digital signs. Traffic was not the only thing to
evidence below to persuade you about thisincrease - sales jumped by 56% in just nine
powerful sales tool.weeks because of digital point of purchase
To learn how POP advertising works, you need anadvertising.
understanding of the mental processes behindBecause digital signage is electronic, it can be
purchase decisions.updated quickly in response to changes at
In its book The Power of Point-of-Purchaseindividual outlets. With this technology you can
Advertising: Marketing at Retail, POPAI describestailor digital displays to create point of purchase
the influences that govern purchase decisions.advertising that aims squarely at specific
There are four steps in the process behind thecustomer segments and provides timely cues to
decision to buy a particular item:influence purchases.
1. A customer enters a store with a need. 
2. The motivation to satisfy that need, say with aConsider the possibilities. A department store in an
snack from your convenience store, drives thearea facing a sudden snowstorm can quickly
customer to act.highlight its selection of snow shovels, brushes and
3. The customer takes cues from herice scrapers. Using digital signage the store could
surroundings to decide what to buy. The trueeasily cross-sell anything from road salt to gloves
value of advertising is found in this step. The rightto ice skates.
cues can guide a customer to a higher marginPoint of purchase advertising allows you to create
item or persuade him to buy additional items.a strong desire for your product at a time when
4. The customer is then led to the final step -the customer is largely undecided about what to
action.buy. POP advertising is everywhere because it
Advertising is about creating the right cues toworks. With the added power of digital
sway a customer at their time of need, which istechnology, you can create point of purchase
when they are most likely to respond. Any kindadvertising that gets attention and offers an even
of point of purchase display has the potential togreater ROI than conventional in-store advertising.
influence a customer.For more information on Now Pay Close Attention
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Anyone who has been to a retail or fast-foodOn the next page you will take a sneak peak at
outlet has seen point of purchase advertising.the upcoming release of this crazy $4,000 day
Coupons on a grocery store shelf, posters at thesystem for driving herds of targeted traffic to
cash register, window signage - all of these areany site, affiliate or product and dump wads of
examples of traditional POP advertising.cash into your bank account using free traffic
Digital signage is a more recent entrant into thefrom the dark corners of the internet
POP advertising market. It has become popular[VIDEO] ==>
because, unlike static posters and coupons, itSo if you want to take a behind the curtain
offers motion and sound, which make it muchpre-release look at the free traffic secret that is
more effective as a sales tool. Just look at someabout to shake the internet to its core then I
of the studies cited in the POPAI book:strongly recommend you read everything on the
- New merchandising at a leading U.S. grocerynext page before it's too late!
store resulted in a 90% increase in the number of