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Definition: Point of Purchase (POP)
Point of purchase is the place where products are displayed for sale. It can be brick and mortar store like Wal-Mart, Reliance, local retailer etc or digital store like e-stores and online shopping sites.
POP displays are made to appeal to customers. It draws attention to particular brands and special offers and discounts like Buy 1 Get 1 Free, 20% off on all products on shelf, Quantity discounts etc. Another technique used is bundling where several items are grouped together and sold at special price.
Below are some POP units placed in-store:
Well designed POP displays can attract more sales. It also provides more exposure to products which translates to sale. Consumer might not have made a comprehensive list and shop by moving from one aisle to another looking at products and discounts. For such purchases POP displays play a major role.
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