Professional Documents
Culture Documents
Point of Sale Marketing
Point of Sale Marketing
MKT
122X
Getting Products to Market
X X =
Product Price
Place
Promo=on
• Range
&
assortment
Product
• Packaging
Horizontal distribu=on – the number of places where a product is available
Ver-cal distribu=on – the number of products that are available in each
place
Availability
• Stock-‐outs
result
in
opportunity
cost
for
both
retailer
and
supplier
• Prolonged
stock
outs
may
result
in
non-‐recovery
of
loyal
shoppers
• Complete
stocks
add
to
a
posi=ve
experience
in
a
store.
Building Visibility: Merchandising
In-‐Store
Loca=ons
Shelf
Layout
t t he point-
a
of-sale
Marke=ng
ac=vi=es
applied
for
a
predetermined,
limited
period
of
.me
to
shoppers,
retailers
or
wholesalers
in
order
to
s.mulate
trial,
increase
e r&
cust per demand
or
improve
product
om
shop
availability.
Building Visibility: Merchandising
In-‐Store
Loca=ons
Shelf
Layout
HOT!
Cold Cold
Examples of Signage
Strategy 1:
Identification
• Loca=on
• Scale
• Visibility
Strategy 2:
Disruption
• Promo=ons
• Packaging
• Colors
• Iconography
• Dis=nc=ve/Recognizable
• POPs/In-‐Store
Media
• Tightly
focused
• Short,
clear,
relevant
Strategy 3:
Enticement
• Store
layout
• Presenta=on
• Design
• Ligh=ng