Retail India
Páginas: 3 (749 palabras)
Publicado: 24 de mayo de 2012
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The need and the importance of POP by Retailers today:
Darshana Shah, Business Head – Marketing, Visual Merchandising, Loyalty and Space on Hire on POP Displays he journey of the Indianretail from the kiranas led market to a sector where major players compete in an organized retail format has been thoroughly remarkable. The concept of Point of Purchase existed over the years but hasfound a refined characteristic with the entry and growth of organized retail format in India. Point of Purchase, as the name suggests is the point where it all begins. It is one of the factors thatmajorly influences the purchase thus satisfying the main objective of retail – sale. Today we see several brands endorsing their products through kiosks at a hypermarket giving the customers anexperience of the product even before they make a purchase. The look, placement and size of the POP display are equally important to convert a prospective customer into a consumer. The big retailers continueto work towards the improvisation of their POPs to create maximum visual appeal leading to sales. Placement of POPs is as significant as the visual of it. Over the years, retail stores have devisedvarious permutations and combinations to place POP displays in areas which are stimulant points for the customer to buy them. A retail store like ours, with a large mix of 44000 products
T
April2012
26
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innovative methods and styles of POPs in India. Also the fact that the consumers power-to-pay and consecutively buy is increasing with the rise in disposable incomes, itfurther leverages the need and importance of the POP displays in Indian retail market. We have a number of assorted POP’s and displays at HyperCITY that helps us to have a complete retail solution. Itbenefits us as the displaying of stocks in this visually appealing manner definitely leads to increase in sales. The increasing tendency of businesses to focus on short-term results has helped spur...
The need and the importance of POP by Retailers today:
Darshana Shah, Business Head – Marketing, Visual Merchandising, Loyalty and Space on Hire on POP Displays he journey of the Indianretail from the kiranas led market to a sector where major players compete in an organized retail format has been thoroughly remarkable. The concept of Point of Purchase existed over the years but hasfound a refined characteristic with the entry and growth of organized retail format in India. Point of Purchase, as the name suggests is the point where it all begins. It is one of the factors thatmajorly influences the purchase thus satisfying the main objective of retail – sale. Today we see several brands endorsing their products through kiosks at a hypermarket giving the customers anexperience of the product even before they make a purchase. The look, placement and size of the POP display are equally important to convert a prospective customer into a consumer. The big retailers continueto work towards the improvisation of their POPs to create maximum visual appeal leading to sales. Placement of POPs is as significant as the visual of it. Over the years, retail stores have devisedvarious permutations and combinations to place POP displays in areas which are stimulant points for the customer to buy them. A retail store like ours, with a large mix of 44000 products
T
April2012
26
Column
innovative methods and styles of POPs in India. Also the fact that the consumers power-to-pay and consecutively buy is increasing with the rise in disposable incomes, itfurther leverages the need and importance of the POP displays in Indian retail market. We have a number of assorted POP’s and displays at HyperCITY that helps us to have a complete retail solution. Itbenefits us as the displaying of stocks in this visually appealing manner definitely leads to increase in sales. The increasing tendency of businesses to focus on short-term results has helped spur...
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