In-store communications investigation
An investigation done by POPAI (Point of Purchase Advertising International) showed that more than sixty percent of all decisions to buy a certain product are actually made in the outlet itself. According to this study, the importance of in-store communication seems to be underrated compared to advertising media (radio, TV, print). P.O.S-material can greatly contribute to the sales count – and thus the success – of a product. It is therefore the more important to apply the material sent to the outlets according to its designated use. If in your case there should be doubt as to how to use the often expensive P.O.S.-material, an examination of in-store communication may well be the first step to solving the problem.
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