Globalisation

Why Quality Point of Purchase must be the Goal for Brands

Globalisation continues to open up huge opportunities for brands, paving the way for the increased use of Point of Purchase (POP) in order to maximise return on investment.

In a shrinking world, people are more and more aware of global brands thanks to travel, television and the internet and the result is the same: wherever they’re based, consumers want to buy into these brands.

To not reach out to them would therefore be to squander a significant opportunity, and that’s where POP comes in. If you’re trying to break into new markets and establish a brand – against local competitors or even counterfeit copies – then implementing the right display is a critical performance factor.

The brand needs to be seen the same way, regardless of where it is – most companies don’t ship their products in different packaging for each country, so why would you do the same with displays?