Point of Purchase Is Still a Key Driver of ROI

Bricks & Mortar aren’t Dead Yet

In today’s digital age, there is a perception that the retail landscape is shifting towards online, while the bricks and mortar store is becoming obsolete.

Retail malls continue to fold in Western Europe and the United States. However, more of them are emerging in other parts of the globe, particularly in Asia. Bricks and mortar give consumers a more experiential and memorable experience than digital marketplaces. People enjoy going out to visit stores, and categories such as gardening markets and DIY stores often give people an excuse to have a day out.

In some sectors, it is preferable to have a physical shopping experience in order for consumers to have the opportunity to evaluate products in person. This gives them an opportunity to physically compare and learn more about the products on offer and seek further consultation from a sales associate if required.

The Role of Point of Purchase

Point of Purchase (POP) is still the single point where brand, retailer and consumer meet.

All too often the POP opportunity is overlooked by brands who are not aware of its value because they don’t have a systematic approach to it.

It is not uncommon for them tend to place more focus on the creative and aesthetic feature of their POP displays, rather than viewing them as a tool to grow their sales and profit margins. A good POP strategy will drive profit and distribution growth by driving awareness, generating sales and reducing costs.

Brands need to realise the real impact that POP can have on their ROI when choosing a supplier. However, this can only be done by working with a supply chain partner who has a firm grip on every stage of the POP procurement and production process. At Vox, we have re-engineered the entire process from A to Z; we call it the Science of POP – it’s a rational, empirical, process-driven approach and because we have the right measurement tools in place, we can prove the benefits of working with us.