A one size fits all strategy for your in-store POP Program activations doesn’t work. Here’s why:
Marketers are continuously trying to develop creative and impactful materials that attract shoppers’ attention. From beacons to beeping displays, shoppers are bombarded with a ton of visual and auditory messages in the aisles, on the shelf, and at the front-end of the store, all in an effort to drive impulse and incremental sales. Ironically, this assault works against them because a shopper’s brain cannot physiologically process the vast amount of stimulus found in today’s retail environment. Especially if it doesn’t resonate with them. Anything irrelevant is tuned out and forgotten no matter how loudly it shouts.
As a consequence, retailers and brands are tasked with ensuring that the visual communication and the messaging used in their POP materials and displays are relevant and targeted, and that the entire path-to-purchase process, which begins before the