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The most important criteria used by retailers in deciding whether to accept or reject a POP display is whether or not it involved a new product introduction. Many retailers have limited space and might have all the POP they can use, but POP created specifically to support a new product launch is important to everyone. All parties concerned have money tied up in the new product and everyone wants to be successful.
POP is not just displays, but a wider variety of printed material that communicates the products’ message at the point of purchase. Besides pallet, floor stands, wing racks and counter unit displays, there are shelf talkers, product hang tags, shelf signage, ceiling signage, floor signage, inflatable signage, video end caps, check out signage, window banners, in store flyers, table tents and informational pamphlets with instant redeemable coupons…all vying for the attention of the time starved consumer, who views close to 1,000 items per minute during their 24 minute on average shopping trip.