Promotional displays can get a Point of Purchase

One of the most effective techniques Merchandising is the massive exposure from products to sales and proper display of goods can have a very important role in retail sales.

As the self – service was developed in a number of stores and consumer traffic; more products became desirous of obtaining a prominent place. The increased competition has forced organizations to work more professionally in defense of their markets and attracting new consumers. Let us see what a proper promotional exposure can do for the brand by consumers and intermediaries (retail stores):
Nova Point of Sale
Photo Credit: Nova Point of Sale

A) Advantages of Promotional Exhibition for Brand: EXPOSURE TO REINFORCE A BRAND LOYALTY: We all have our preferences, our favorite brands even when we deny any brand loyalty when we introduce ourselves immune to the appeals of propaganda. However, when we see our favorite brands displayed prominently in shops where we bought we are more convinced of our faithfulness. Consequently, there is need to expose these brands prominently, so that loyal consumers to easily locate their preferred brands. An EXPOSURE breaks the monotony SHOPPING: Shop a self – service without promotional exhibition becomes a linear and symmetric physical system. This aspect is even more intense the longer the store. Thus, a colorful display breaks the monotony and makes the environment into something more alive and dynamic, thus making the act of buying something nicer.

REDUCES THE IMPACT OF EFFORTS OF COMPETITION: If your company has a very well exposed, clean and great looking, get product she distracted the attention of consumers for your product, so that there is even an exchange for another product by her besides reducing the impact of concorrência.EXPOR INCREASES SALES: According to research, the Merchandising is responsible for about 70 % of unplanned purchases. Therefore, the longer the exposure, the greater the chances of product sales.

EXPOSURE TRANSFORMS ADVERTISING SALES: Propaganda is one of the most important tools of marketing. However, as it is a communication process that uses appropriate vehicles, cannot complete the sale because it does not put the consumer and the product face to face. Thus, we can conclude that it is exposure to complete this task, because it is the final link of the whole selling process.

B) Advantages of Promotional Exhibition for Consumer:

EXPOSED ENCOURAGES BUY PULSE: The success of sale system for self – service comes from the fact that this technique does the consumer get the product that was not their intention to shop.

EXPOSURE CAUSES IDEAS: Today, due to increasingly stay away from their homes, consumers tend not to use shopping lists, relying more and more reminders at point of sale. Performing a proper exposure, the company will remind the consumer about your brand.

EXPOSURE MAKES SHOPPING EASIER: Exposure leaves well made the product easy to be found and accessible to the consumer. Also avoid stock outs.

EXPOSURE MAKES MORE SPEED SHOPPING: With the lack of time for consumer purchases, the product is visible in special exhibitions allows the consumer does not lose time or choose among several competitors, becoming faster your decision.

C) Advantages of Promotional Exhibition for Intermediates (Retail Shops):

EXPOSURE INCREASE AVERAGE SALES: Since exposure well done encourages impulse buying, automatically consumers tend to buy more, thus increasing the average ticket purchases in the store. EXPOSURE DEVELOPS ALLEGIANCE TO THE STORE: The store that exposes their products in an orderly, clean and attractive form draws more attention of its consumers and hence creates loyalty to the store shopping.

The ATTRACT NEW CONSUMER EXPOSURE: Designing a well placed and visible, display the retailer attracts new consumers to the store, in addition to being recommended by their loyal consumers.

The PROFIT INCREASE EXPOSURE OF GOODS: Since exposure increases the sale and the sale increases the turnover of products, so the retailer increases its profitability.


Point of purchase merchandising products uses strategically placed usually near the front of the store by the cash register or to stimulate impulse buying consumer. When properly used this type of marketing strategy can not only increase the revenue of the store, but also create brand loyalty by introducing new products for customers.

Point of buying placement is designed to attract the attention of customers, as they are considering their end or preparing to check out shopping. Goods placed near the front of the store, specifically near the box, are the most likely to be seen by customers. According to Citeman Network, a study showed that supermarket of 2,473 customers, 38 percent purchased an item that had never bought before. The fact that the item was clearly visible was cited as the most common reason for buying.


Virtually any type of product may be a point of point of purchase. In supermarkets, magazines, sweets and travel size accessories are commonly found near the cash register as point of purchase products. New food marked down or placed at the ends of corridors products can also be considered the point of purchase merchandise. In retail stores, small boxes with the goods at a discount, such as cosmetics, clothing or accessories are commonly used as point of purchase items. Storing however, usually adapt their exposures according to the specific needs of consumers.


Display products with vivid colors that contrast with their surroundings are more likely to be noticed. Branded products are likely to be placed as a point of purchase merchandise. If a product is not a brand name, it will likely be placed near an item that is ideally right, because customers tend to see products in the same direction that they read. Marketing studies show that sales of items tend to decrease, and return normal once an item is moved from a point of purchase location back to the store shelves.


Unlike archived products placed throughout the store, customers usually only take a matter of seconds to decide whether they want to buy a point of purchase. To increase the likelihood of a customer making such a purchase, store owners often make these items part of a larger screen that relays important information about the product. A toy that reads, “Safe for children 3 and up “can quickly help parents make a purchase decision.