Advertising in stores

It has many names: POS, POP, in store, POP communication etc. , but we all know what it is about: reaching consumers in the stores. This is becoming increasingly important in the Hungraian media market. IMIGe Hungária Kft has established a nation-wide presence with its indoor tools in educational institutions, swimming pools, spas, and beaches. It also has in-store surfaces in Jet and Tesco petrol stations, Tesco hyper markets. Célcsoport Média Kft. sells the indoor surfaces of the Spar group, (Interspar, Spar Kaiser’s), Lidl and Cora and also organises research, printing, or mobile outdoor campaigns. POS communication has produced unbroken growth in a stagnating overall media market. According to Zsolt Dunavölgyi, sales director of IMIGe Hungária Kft, growth will continue. Péter Kovács, sales director of Célcsoport Média Kft., says that the size of the POS media market can only be estimated. Taking everything into consideration, this channel might account for revenues of over HUF 10 billion. While Péter Kovács believes that the main player in POS media is the consumer, Zsolt Dunavölgyi thinks that developments in this market are determined by retailers. Some tools like anti-theft gates, shopping carts etc which are perfect for reaching customers for purposes of brand communication, while others (floor stickers, shelf flags) serve to promote sales. Imige Hungária has recently begun testing its LargeClipOn (on the handles of shopping carts) and selling its 3D ShelfStopper. Floor stickers are also best when spectacular. Retailers play a dual role. They want to sell as many indoor surfaces as possible, but they also need to keep some for their own communication. This duality can lead to tension between retailers and the agencies. The secret of success is true integration of both regarding the message (ATL and BTL) and the parties to the co-operation (marketing and trade marketing). Measurability remains the key issue. According to Péter Kovács, it is essential for future growth to find ways of measuring the effectiveness of activities, like in classic media channels. Célcsoport Média can provide lots of data to measure the value of in-store communication. They have quantitative and qualitative data about customers and can also tell their clients how many of these have been reached. Imige purchases sales data from Tesco, which serves as the most exact indicator of the success of communication.