POP marketing refers to point-of-purchase marketing efforts. If you’re in a store that has coolers filled with drinks near the register or aisle before the checkout filled with gum and candy, you’ve experienced POP marketing. It might seem like this kind of marketing effort would have very little in common with digital marketing strategies, but there are several ways to 1) have your internet marketing strategies enhance your POP marketing and 2) use POP marketing in a digital form.
How your internet marketing and point-of-purchase marketing efforts can complement each other.
Here’s how to use your internet marketing strategy to enhance and improve the POP efforts of your business.
How Internet Marketing Can Improve Your In-Person POP Attempts
- Use email campaigns: If you’re a business with a brick and mortar location, internet marketing can help drive sales overall. One way it can help is by offering discounts on point-of-purchase items through email. Buy one, get one coupon can entice customers to stop at your display and pick up some add-ons. While they’re there, they may add more to their cart, or remember their experience next time and make it a habit.
- Create good reminders: Advertising is about introducing a customer to your brand and then reminding them of your brand. Everybody knows the Coca-Cola brand, but that doesn’t stop them from advertising or creating displays with their beverages at storefronts. Part of your internet marketing strategy should be the general product or brand awareness so that if customers see your brand in POP display, they are familiar enough with it to pick it up or if they see your location when driving by, they may stop in.
- Give discounts on non-POP products: Offering coupons on social media or through email to be used in-store means that you will likely see an increase of foot traffic. Use your POP displays to your advantage. If your coupon is for a digital music player, stock the point-of-purchase display with earbuds, chargers, and other accessories that pair well with the promoted product.
How to Create POP Marketing Digitally
- Cart minimums: A great way to drive more sales at the point of purchase online is by setting cart minimums. For instance, offer free shipping on order over $100 dollars and create digital ads on your site that tell customers how far away from free shipping they are. If they don’t meet the minimum when they go to purchase, ask if they want to add to their cart to get free shipping. Other cart offers could include a discount off the next purchase or a gift of a certain dollar amount.
- Suggested purchases: Algorithm programs allow businesses like Amazon to suggest purchases to their customers based on past purchasing behavior. Other businesses can benefit from this kind of AI investment. If your customer adds a blouse to their cart, asking them if they’d like to add a pair of slacks to go along with it or indicating that other customers who bought that product also bought a certain pair of shoes gives you the chance to present your customer with options they may not have thought of before they complete their purchase. These kinds of last-minute cart suggestions serve as an effective digital way to create POP opportunities.
Overall, POP marketing doesn’t typically account for a huge percentage of a brand’s revenue but is often perceived as a bonus opportunity. It is worth the effort, though, to create additional revenue opportunities for your business. A cohesive approach helps to build a story in your customer’s mind and create more conversions while combining your online and in-store efforts allows you to have maximum impact and see the best results.
