At the point of sale you can use different strategies to guide the purchase intention and make a particular brand and product more visible. Therefore, the implementation of an additional exhibition becomes a key action for this purpose.

Valeria Di Cicco, InformaBTL columnist and expert in retail, shopper and trade marketing, points out that using an exhibition of this nature, such as an island or headboard, interrupts the tour of the shopper in the store, which allows the customer to attend certain product shown there, and in this way you feel motivated to buy, even though you had not planned to do so.

 
Generating this type of impulse purchases benefits not only the brands, but also the retailer in its sales and profitability.

POP material, ally of the additional exhibitions

Although the protagonist in an additional exhibition is the product and manufacturer, it is necessary that the buyer perceives a good communication and clear messages, in such a way that the purchase intention is greater and the exhibition really fulfills its purpose.

In this sense, POP material (Point of Purchase) can be a strategic ally to make the impact of the headland or island greater, attract more attention and contribute to a sale.

But what is the POP material that helps an additional exhibit to be more profitable?

Alberto Flores, Creative Director of the design agency FOIC LECANDA, commented in an interview that this type of material allows a brand to reinforce and expand the communication of a certain message, as well as to put before the consumer additional information that will influence its final decision shopping.

To praise that there is a promotion as a discount, a gift when acquiring a certain article, exposing the benefits that a certain product has, mentioning that with the purchase of certain merchandise a social cause is helped, it will make the POP material responsible for communicating that persuade the client , to the point of motivating a special interest to buy.

According to Storecheck data, 44 percent of shoppers direct their gaze to headers, another 42 percent to the islands and 10 percent to stoppers or hanging on the shelf.

These figures show the relevance of POP material not only within a department and category, but also in an additional exhibition.

According to the Research Department of InformaBTL, of the total invested in 2017, 4.1 percent was allocated to the creation and application of POP material at the point of sale.

Source: Informabtl.com

As of today, promotional items continue to be enjoyed not only by consumers, but also by the brands that make use of them.

Diana Lozada, brand beer manager Tecate mentioned in an interview with InformaBTL that, as well as other marketing actions, the promotions have evolved in terms of design, the type of product delivered, as well as the mechanics to give them to consumers, which has led to prevail and have gone from being a commodity to products that awaken desire in the target.

 
According to data from the Research Department of InformaBTL, in 2018, 87 percent of Mexicans received at least one promotional item, and 85 percent said that they use these products.

Promotional, why should you use them?

One might think that when using promotional items, what a brand wants is just to be grateful to the consumer for their preference or, in the future, to resort to their goods or services.

However, these are not the only benefits that a company gets from a promotional item.

Data from this research department indicate that among the advantages it offers, there are points that stand out and make this marketing action one of the favorites for certain brands.

• Reminder: not only is it about having the name and image of a company in mind, but also to encourage your recall influences future purchases that will favor the brand in question, in addition to promoting the preference towards it.
• Generate a purchase: special edition glasses, cylinders with a certain image, notebooks with personalized designs, among others can lead a consumer to buy a good or service, just to get that promotional, and in Mexico there are people who would even pay more for a product, as long as you have the promotional that accompanies it.
• Win the customer’s preference: by making this type of items appeal to the emotional side of customers, it is easier to gain the preference of the target, since giving these products denotes a form of appreciation by the brand.

Source: Informabtl.com