Point-of-purchase (POP) displays are specially designed materials intended for placement in retail stores. These displays allow products to be prominently presented, often in high customer traffic areas (e.g., near front entrance), and thereby increase the probability the product will standout. POP displays come in many styles, though the most popular are ones allowing a product to stand alone, such as in the middle of a store aisle or sit at the end of an aisle (i.e., end-cap) where it will be exposed to heavy customer traffic.
For channel partners, POP displays can result in significant sales increases compared to sales levels in a normal shelf position. Also, many marketers will lower the per-unit cost of products in the POP display as an incentive for retailers to agree to include the display in their stores.
Advertising Support Programs
In addition to offering promotional support in the form of physical displays, marketers can attract channel members’ interest by offering financial assistance in the form of advertising money. These funds are often directed to retailers, who then include the company’s products in their advertising. In certain cases, the marketer will offer to pay the entire cost of advertising, but more often the marketer offers partial support known as co-op advertising funds.