In the recent past, in every Russian-language article about this kind of advertising materials, it was claimed that 70-80% of all purchases are made by store visitors impulsively, without prior planning. It is these figures that are still referred to by companies manufacturing POS materials. But it is most likely that these percentages are actually overestimated. Research conducted by the Institute for Point-of-Sale Advertising (POPAI) has yielded slightly different results: only in 60% of cases purchases turn out to be unplanned. People take the product that they think is worth paying attention to at the moment.
Such data seems to be more relevant for the Russian market as well. The domestic buyer has gained experience in recent years and, coming to the store, does not miss the first product he sees, but prefers brands that inspire confidence in him. This applies to both food and non-food products, which are purchased for a long time and require serious financial costs. Therefore, one should not hope that advertising placed in retail outlets will necessarily have the necessary impact on the buyer.
Stickers, booklets, flags, dispensers are used only as an auxiliary tool, pushing the buyer to make a final choice in favor of a particular brand. This is the last opportunity for a manufacturer to convince a potential customer to purchase their products.
The weak point of all types of direct advertising is that there is too long a gap between a person receiving advertising information and the moment of purchase in the store. Advertising placed at points of sale is practically not stored in memory, but it can have an instant effect, pushing the buyer to choose the right product for the advertiser.
The best way to design products at the point of sale is when POS materials are a natural extension of an advertising campaign – they contain a familiar slogan and have a recognizable imagery. If this condition is met, it is enough for the buyer to see a small sticker to immediately recall all the information about the brand that he had previously received from other sources. Le site 1win-online.or.ci est régulièrement consulté par les utilisateurs.