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Eye catchers


Lighting holds a great deal of powerwithin a store – it canmake or break the look and feel of an environment.


Eighty five per cent of purchase decisions are taken at the point of purchase, so itmakes sense to spend some time planning POP systems. ‘When a customer is close to buying


something, awell-designed and positioned piece of POP can trigger all this imagery and remind the person of all the rational and emotional benefits of the brand in view,’ says Phil Day, director of POPAI. ‘Drawing attention to one brand and


away fromanother is regarded as an importantmeans of gaining competitive advantage in-store. Even in these days of extensive pre-purchase research by shoppers online and the growth in comparisonwebsites, brands are still able to influence the shopper in-store by using a range of POP solutions to highlight product comparisons, promotional offers, linked purchases, reinforce the brandmessage, provide product information, and to create an exciting, engaging andmore enjoyable shopping experience,’ continues Day. According to POPAI’sMARI (Marketing


at Retail Initiative) studywithin the grocery sector, there are, on average, a minimumof 5,500 items of display in-store at any one time. Thismay rise to well over 12,000 in larger stores. POPAI has identifiedmore than 50 individual


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displaymechanics thatmay be used by marketers in a retail environment. Overall it takes a shopper just under one second to viewa piece of displaymaterial and make a decision as towhether to engage or not.Within supermarkets, POPAI’s MARI research highlighted that the average person then spends an initial time of around 3-4 seconds looking at POPmessaging, before either being sufficiently engaged to dwell for longer, or choosing tomove onto the next item in their scanning process. ‘POP not only offers a unique


opportunity to influence and change consumers pre-disposed purchasing habits and planned purchases, but also plays an invaluable role inmaking the shopping experience easier, and in informing the decisionmaking process by providing practical information on howa


www.a1retailmagazine.com


The Attic Roomhas created amajor fragrance promotion for L’Oreal’smost establishedmen’s frangrance.


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