Every company has a story to tell. A message to convey to their customer at the prime moment when the customer is choosing what brand to spend their cashola on.
Companies spend million of dollars on marketing products to display in retail store environments aka point of purchase (P.O.P.). But do displays and in-store branding really help move product out the door — does P.O.P. even work?
Grise has built Empire into one of Canada’s largest and most successful core action sports retailers with 10 stores in a 15 year run. Here are some excerpts from Phil’s interview with The Board Press:
What works best to get things out the door?
“What sells the product most is demand. If there is no demand or no hype for a product because it’s washed out or too new then it can become a mix of having the right people sport it such as athletes, artists, or even influential staff. If you mix that subtle push with some good custom made displays you can have a win-win situation.”
Does P.O.P. really work?
“Custom made racking and displays always get a better reaction from consumers. There is a deeper perception that the product is more specialized when there is a custom rack involved. It works well with some brands but the smaller unknown brands really need to build awareness at other levels before racking makes any difference in the sale. “
Advice for brands?
“We often get racking from brands that is not functional and useful. Before you go ahead and mass produce all your accounts maybe it would be best to contact your three best stores that represent a good chance of your retail partners. From there maybe you’ll realize it’s better to do smaller quantities of more flexible racking for multiple situations.”
How do you build demand for a new brand? Social media, getting clothes on talented athletes or those in the public eye, exceptional team riders, grass roots promo events, guerrilla sticker marketing. The ideas are many and vast, but creating demand is key to implementing an effective P.O.P. strategy according to Grise.
Demand, awareness, specialization. P.O.P. does work when part of a larger marketing push that creates demand and influences consumer perception. Void of any demand or hype, displays might not be the best investment for a younger brand.
However, the right display that is flexible and suits your retail partners store and needs will help give the last final push to move product out the door.
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