Effective skills to win Point of Purchase

The new lifestyles originate new consumer trends, with significant contribution on Consumer Behavior. The economic and social context favors the growth of own brands, shapes and discount alongside the increasing demand for consumer and offers unique solutions to perceived value, recreational and ephemeral experiences solutions. The widespread use of technologies and the increasing technological literacy allows the growing assertion of non -face channels of communication and marketing. The increasing collective awareness about environmental sustainability and social responsibility creates new requirements for disclosure of these dimensions in the store. Globalization dictates mergers and concentrations of Insignia which, on the one hand have the advantage of economies of scale and to bring the same concept to all parts of the country, on the other hand are faced with demands to respond to local specificities, and many other transformations.
point of purchase displayPhoto Credit: Greg Phelps, CMP
The ability to promote the new responses, timely, considering the speed with which everything evolves is one of the major challenges facing the industry today, distribution, services and its professionals. New responses that require new skills, new skills that are supported by new attitudes, new attitudes that are favored by the adoption of new perspectives.

Like to be out of the comfort zone

Comfort is a condition that humans naturally seek. Professionals are human beings. Act in the usual way, in the usual place, allows them to save energy and resources. This prevents the ecological mechanism, however, paying attention to difference, and therefore of the transformation perception arm. On the other hand, who is forced to “make the force” triggers defense mechanisms and reaction, easily finding good excuses not to act or to justify failure? Technologies, for example, are indispensable knowledge for effective and efficient management of the business, but it should have the notion that they are sometimes referred back to a comfort zone that separates us from the actual dynamics of the store and the consumer action. Enjoy being outside their comfort zone is an attitude of assumed willingly by professional and businesses that are aware that only thus possess the restlessness able to leverage its responsiveness and competitiveness.

Point of Sale vs. Point of Purchase

This “small” reverse perspective changes everything. When we adopt the viewpoint of purchase instead of Point of Sale, we place ourselves at the point of view of that which is our reason for being: the Client. Perceive as some brochures are confusing , as some price differences are irrelevant, as some promotions are enticing and irresistible, like going shopping can be so tiring, as the store is so clean, as it was so convenient to find that product in that unexpected place; as that meant breaking irritation, the discovery of a new opportunity or desire to spend to go shopping the other hand, how can we feel so smart (or not) to leave the store, like that moment in the box messed up or that partner made a difference, etc. In fact the thought Point Buying become able to respond to the client with greater success and even lead their expectations, as we have been saying: success will be alongside those who are able to think as the consumer. This attitude is not only required for those who exercise their activity directly in the store, but also who intervenes upstream and downstream from it. However, we believe that today it is necessary to go beyond knowing: success will be alongside those who are able to think and act with the consumer. This means that the Point of Purchase must be seen as a space that provides positive and co – create unique solutions and offers shopping experiences, considering the uniqueness of each client.

Networking and integrated manner

The reference to this attitude may seem commonplace. In reality it is just implemented by different market players. There is still much room for Production and Distribution negotiate to think truly in the interest of the client, develop and implement real projects of Category Management, to use promotions and animations at the Point of Purchase capable of providing positive shopping experience and stimulate the discovery, potentiate the active dissemination of innovation and value created by the marks, to think and act creatively, to articulate all stakeholders in Point Buy. The use of all these banks action not only reduces many costs of non – quality and non -cooperation as potentiate surely the profitability of Producers and Distributors, alongside increased consumer satisfaction. As we like to say, sharing is the soul of business.

Invest in the continuous development of skills to win the Point Purchase

Three existing fundamental attitudes: be available to act differently than usual, Customer thinking and put it in the center of their business – customer centricity, networking and integrated manner, it is then invest in the development of cutting across all industry professionals’ skills but also specific to each area of intervention.

Importance of point of purchase

The study intended to demonstrate the importance of advertising in retail outlets as determining the increment of purchase intent and awareness of products factor among consumers.

The work is the responsibility of the In-Store Media and TNS – Market Research Agency. To analyze integrated and accurate communication at the point of sale, resorted to the use of Eyecam, a tool that allows you to record and monitor the field of view of a consumer through special glasses. Thanks to Eyecam was possible to infer the number of times – opportunity to see that a particular advertising medium has emerged in the field of view of the consumer and the duration of the impact of this.

The sample included 300 consumers were interviewed personally and directly off the boxes of outlets that used the glasses Eyecam during the journey in store. The tested brands benefited from being in the advertising media circuit of In-Store Media in test campaigns.

According to the study, advertising at point of sale is a factor with high influence on consumer behavior, either in intention to purchase the products, both in reputation and remembrance of brands.

About 73 percent of consumers stopped at an advertising medium where were near the categories analyzed, 66 percent of respondents said recalled seeing advertising in store and 48 percent claimed to have seen at least one of the brackets testing in-Store Media.

The media advertising at point of sale contributed to increase by 91 percent intend to purchase the brand in stores with campaign, still verifying a positive increase of 24 percent recall of brands and an average increase of 47 per cent of recall of advertising campaigns.

The study was presented at the conference “The effectiveness of Marketing at Point of Sale”, held last week in AESE – School of Business Managers in Lisbon. The meeting also took place a framework of Media market with the release of a numerical analysis of the advertising impact of different products, and it was followed by a debate with the participation of different players in the market.