THE Three Need-to-Know Tactics For Effective In-Store Promotions
Chapin, SC, 9/1/2009 --Sadly, lack of follow-through is one of the most prevalent issues in the retail industry today when it comes to POP programs. A staggering number of POP materials fail because the target market never sees them.
“Stores often have no idea what to do with the POP materials they receive, and they get left sitting in the backroom,” says Bob Brouillette of News America Marketing.
With Infotrends reporting a $20.6 billion investment in U.S. POP in 2006, that translates to a lot of wasted opportunity.
Here are 3 simple yet key ingredients to achieving successful in-store POP promotions:
Get a solid organizational commitment to the program. The best POP campaigns have both complete executive buy-in as well as buy-in right on down to the store manager level, with district and regional managers carrying sign placement charts on regular site visits. Chevron is a great example of this with their “ExtraMile Stars” program. Corporate staff visits all ExtraMile locations and goes through a laundry list of 125 questions that includes checks on properly displayed promotional materials. By providing everyone with clear, simple directions, you can substantially increase your display odds. Adding a retail compliance component to the POP mix can also set sales soaring by up to 40 percent, according to Promo magazine’s Richard Sale. It gives a whole new meaning to the phrase “thinking outside the box.”
Know what works in your stores. This sounds so simple and obvious, but studies show that many brand marketers and retailers work to produce promotions which do not end up delivering any measurable sales lifts. Assess your promotions to identify what has worked well in your stores and what doesn’t produce results, and then address accordingly.
Reward individual results. Give individual stores and even employees a reason to care about the promotions. A monetary bonus or special recognition program can encourage clerks and local managers to take ownership in the campaign and actually put up the signage.
If all else fails, call in the display police. A burgeoning niche of retail merchandising firms can police your POP across all product categories and distribution channels. While they aren’t always an option for short-term promotions, these pros can make a big difference in longer campaigns with specially timed ad/PR tie-ins. With positioning expertise, people skills and a nationwide reach through organizations like the National Association for Merchandising Services (NARMS), merchandising firms can ensure that your campaign hits the ground running.
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