1.1 Presentation and market definition
The market for point-of-sale advertising (POS) covers all the advertising techniques and materials used by manufacturers or distributors to promote brands at the point of sale and towards the customer present. For example, POP displays often used are posters, flyers or exhibition stands.
The stakes related to point-of-sale advertising are multiple attract the attention of potential customers, involve the consumer within the brand (many POS methods now propose to establish an interaction between the product offered and the potential consumer) and finally to be able to sell the product . The aim is to promote a product to the consumer by highlighting the latter.
According to the book Marketing and commercial action (Brassart and Panazol, 2001), the customer decides on his purchase at the last moment, i.e. in the store, in 55% of cases. In addition, POS is very important in supermarkets and other supermarkets because in this type of store, a product must attract the consumer in less than eight seconds.
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