POP materials popular among customers

By: trademagazin Date: 2008. 05. 21. 08:00

Emotions are playing an increasing role in influencing in-store activities. According to a presenter at the EuroShop exhibition held in Düsseldorf, providing joy and an exciting experience for customers is a way of distinguishing ourselves from our competitors. – Often, it is enough if customers are satisfied. However, we should ensure that they are never disappointed, because then we’ll lose them – says the above mentioned presenter, Norbert Wittmann, president of Nymphenburg. He believes that systematic development of services is rare in Germany. However, a number of classic services have been revived by the renaissance of supermarkets. Upon a request by POPAI Germany, Nymphenburg conducted a survey among German manufacturers to find out what kind of free in-store services they regard as conceivable. Providing shopping bags finished in first place, while packaging purchased articles finished second. Retailers disagree, since they do not regard these as important. Retailers were asked about the free in-store services available to customers. The most common answer was giving back the money paid when goods are returned to the store. For manufacturers, this only comes third. In-store services should fit the supermarket concept and the image of the chain. At the same time, it is essential that in-store services deliver true added value. – Supermarkets intend to develop a stable and personal relationship with their customers – emphasises Norbert Wittmann. In this regard, their most important criteria is that they should be easily accessible and located near to customers. Their assortments should be wide and deep, but transparent. Store staff should be helpful. Apart form a good price/value ratio, it is also important to have products from the specific region well represented in the assortment. Two Czech presenters, Daniel Jesensky and Jan Táborsky spoke about the findings of a survey about customer opinion regarding POS promotional tools and activities. Their basic assumption was that “Emotions determine consumer behaviour, as they imagine pleasant conditions for consuming the products seen”. For example, they might have thoughts like: „Wine is being sampled there. I don’t know that wine, but if its good, I’ll buy some for the weekend barbecue party”. “It’s very hot and I am thirsty… Here I see mineral water, I am going to buy a few bottles”. The most important finding of the survey was that most consumers think POP materials play an important role in shopping decisions. POP materials direct the attention of customers to the product and also influence them regarding the price, but should never be obstacles in the way of customers.

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