In what directions should POP be heading?

Shoppers are increasingly conscious and they try to economise more than before. In this new environment the POP trade needs to involve consumers in new channels, to engage them in interaction and to provide them with information. New POP planning concepts such as extended reality, NFC (Near Filed Communication), IPTV or Sixth Sense technology have to be used. These solutions facilitate real dialogue with shoppers and a customised shopping experience.