Point of purchase and in-store are just two touchpoints where brands and retailers can engage with shoppers. At their disposal are a raft of old and new technologies but these will only be effective if they are used to solve a real consumer need. As shopper marketing activities typically return low ROI, brands and retailers have to measure effectiveness. The best of in-store activation needs to benefit categories overall not just one brand, and deliver gains for shoppers, brands and retailers alike.
Definition
Point of purchase (POP) and in-store are shopper marketing activities that happen at the time and place...