At minimum, the retail marketing supply chain includes procurement, production, management, and distribution of marketing materials. This doesn’t sound like it is all that complex, however, the challenges are that some point-of-purchase (POP) materials never make it to their intended location, are obsolete by the time they arrive, materials are irrelevant to that location, or are never even installed at the store level.
According to a study titled “Promotion Commotion” by the CMO Council’s Marketing Supply Chain Institute, up to 50% of retail marketing consumables are deemed as waste. Wow! “Marketing is investing billions in the production of point-of-purchase displays, sales collateral, brochures and in-store materials. There is little regard for the actual targets, locations and resources required to turn these displays into demand creation assets,” noted the CMO Council.
Just how important are POP materials at driving sales at the store level?