POP i makim wanem samting insait long wok maketing?

Long Jun 2024, Walmart i mekim wanpela toksave we i mekim ol ritel indastri i kirap nogut: ol i wok long putim ol 'electronic shelf label' i go long 2,300 stua long 2026-em i klostu hap bilong olgeta stua bilong ol long Amerika.

Ol namba bihain long dispela disisen i soim wanpela stori. Wanpela Walmart stua i save karim moa long 120,000 prodak. Bipo long ol dijitel lebol, wok bilong apdetim ol prais long stua i save kisim tupela de samting. Nau? Sampela taim yu taitim wanpela mobail ap, na olgeta 'label' insait long bilding i kamap nupela insait long sampela minit tasol.

Greg Cathey, SVP bilong Transfomesen na Inovesen bilong Walmart, i no tok planti: "[DSLs] i bin senisim ol samting na [ol i mekim isi] ol wok bilong ol stua tim bilong mipela long olgeta de."

Tasol dispela em i samting we i mekim dispela i kamap gutpela long husat manmeri i ranim wanpela ritel operesen: bihainim wanpela stadi bilong Forrester Consulting long Disemba 2022, wanpela ESL sistem i save baim em yet insait long 18-pela mun na i save kamapim wanpela faiv-yia ROI bilong 277 pesen.

Dispela em i no wanpela 'typepoll. 277%'.

Olsem na wanem samting tru em POP maketing, bilong wanem em i bikpela samting olsem, na wanem samting i senis long ol laspela yia we i mekim ol bikpela ritela long wol i muv strong olsem?

POP na POS

Bai mi mekim dispela i sot bikos tru tumas, em i isi moa long planti atikol i save mekim.

Tingim olsem wanpela restoran. POP em i menu bod wantaim poto bilong gutpela 'burger' we i mekim yu hangre. POS em i masin bilong kisim mani we i save kisim $12 bilong yu. Wanpela i mekim yu laikim. Wanpela i kisim mani bilong yu.

Em tasol i stap long en. Sapos yu no tingim narapela samting: POP em i samting bilong disisen. POS em i samting bilong wok bisnis.

Ol Namba we i mas mekim yu putim gut yau

Orait, yumi ken toktok long sapos wanpela bilong ol dispela samting i bikpela samting-long wanem mi save yu no kam long tingting. Yu laik save sapos POP i save muvim nil.

POPAI (nau Path to Purchase Institute) i bin wok long bihainim pasin bilong ol manmeri i baim ol samting stat long 1965. 2012 Mass Merchant Shopper Engagement Study bilong ol i bin lukluk long moa long 2,400 manmeri i baim ol samting, na ol i painim olsem:76% bilong ol disisen bilong baim samting i bin kamap long stua, i no pastaim long ol kastoma i wokabaut i go insait long dua.

Long 2014, dispela namba i go antap long82%long ol bikpela bisnis rot. Richard Winter, presiden bilong POPAI, i tok wanpela samting we i stap long tingting bilong mi: "Taim mipela i ting olsem sampela bikpela bisnisman i wet inap long las minit long baim samting, mipela i kirap nogut tru long painimaut olsem 82% bilong ol disisen bilong baim ol samting i save kamap insait long stua."

Larim dispela i go daun inap liklik taim. Moa long 8-pela aut long 10-pela samting yu baim i stap yet taim wanpela man i kam insait long stua bilong yu. Olgeta dispela mani ol i tromoi long ol TV edvetaismen, sosel midia, ol 'influencer' kempen-em i save kisim ol manmeri i go insait long dua, tru. Tasol disisen tru? Dispela i wok long kamap long sel.

Na em i no ol loli na gam tasol mipela i toktok long en. POPAI stadi i brukim i go daun long ol kategori:

Loli na gam: 89% insait long-stoa disisen reit

Lukautim skin: 83%

Ol samting bilong lukautim animal: 81%

Wain na ol strongpela dring: 79%

Maski ol kategori we yu ting ol manmeri i save mekim risets long en pastaim-skincare, pet food-i gat bikpela namba bilong ol disisen insait long stua.

Em i narapela namba we mi painim i gutpela tru: taim wanpela displei we i soim wanpela bren i stap insait long -stua, klostu1 long 6-pela baiminsait long dispela kategori i go long dispela bren. I no bikos prodak i gutpela moa. I no bikos em i no gat bikpela pe. Bikos em i binyu ken lukim long stretpela rot.

Bilong wanem POP i wok: Tingting we yu ken yusim

Orait, olsem na data i tok POP em i bikpela samting. Tasolbilong wanem? Wanem samting tru i wok long kamap insait long tingting bilong wanpela sopa we i mekim wanpela displei o wanpela sain i senisim pasin bilong em?

Mi bai brukim dispela i go long tripela sotkat we ol sopa i save bihainim-na bikpela samting moa, hau yu ken disainim POP bilong yu long wok wantaim ol dispela sotkat na i no egensim ol.

Daunim hevi bilong tingting

Ol supamaket bilong Amerika i save karim namel long 30,000 na 50,000 SKU. Tingim dispela liklik taim. Fifti tausen kain kain prodak, olgeta i resis long kisim luksave.

Bren bilong yu i no inap long skelim olgeta wan wan. Em i no les-em i wok tasol aninit long ol hevi. Orait em i mekim wanem? Em i save giaman. Em i save lukluk long ol toksave we i tok "dispela wanpela i gutpela long yu lukluk long en" na i no save tingim olgeta narapela samting.

Wanem samting i stap olsem wanpela signal?

Wanpela liklik kala we i bruk long ol samting i stap klostu

Wanpela prais we i bikpela moa long ol narapela

Muvmen-olgeta samting we i muv

Posisen-level bilong ai i kisim 35% moa luksave long daunbilo shelf

Wanpela stadi bilong 2019 we ol i pablisim longJournal of Retailingpainim wanpela gutpela samting. Ol stua we i putim klia 'visual hierarchy signage'-as, na i mekim klia wanem samting ol i mas lukluk long en pastaim-i lukim ol sopa i tromoi mani23% liklik taim long painim. Tasol dispela em i bikpela samting: ol dispela wankain sopa i bin ripotimbikpela mak bilong amamas, na ol i tru trubaim moa.

Dispela i no wanpela tok pait. Ol i baim moa bikos ol i no les long painim. Ol i amamas moa bikos ol i pilim isi long baim ol samting.

Dispela em i wanpela bikpela samting: gutpela POP em i no bilong giamanim ol manmeri long baim ol samting ol i no laikim. Em i bilong helpim ol manmeri i gat planti hevi long mekim ol disisen gut moa. Taim yu daunim hevi bilong tingting, yu givim sevis.

Orait dispela i min wanem long ol soim bilong yu?

Noken putim moa infomesen. Rausim.Olgeta samting long POP bilong yu i mas kisim ples bilong en. Sapos yu gat wanpela 'tag' wantaim wanpela 'logo', wanpela nem bilong prodak, wanpela prais, wanpela 'barcode', wanpela 'promotional message', na wanpela 'legal disclaimer'-yu gat planti samting tumas. Ai bilong wanpela sopa bai lukluk long en bikos i no gat wanpela 'hierarchy', i no gat wanpela klia "lukluk hia pastaim."

Wokim 'visual interruption'.Displei bilong yu i mas luk narakain long ol samting i stap klostu long en long rejista olsem wanpela signal. Wankain kala olsem sel? Yu no inap lukim. Wankain sais olsem olgeta narapela samting? Yu no inap lukim. Yu nidim kontras.

Ai level em i 'real estate'. Yusim gut.Sapos yu baim premium shelf posisen, noken westim long wanpela prodak we i salim em yet. Putim nupela lonsing bilong yu long hap. Putim bikpela -mak bilong yu long hap. Putim samting we i nidim helpim long hap.

No laikim lus

Em hia wanpela namba we i save mekim planti manmeri i kirap nogut yet: ol manmeri i save pilim pen taim ol i lusim wanpela samtingtupela taim strong moaolsem amamas bilong kisim wankain samting.

Dispela em i no tok giaman bilong maketing. Em i kam long wok bilong Kahneman na Tversky long Prospect Theory-tupela i winim wanpela Nobel Prais long en. Ol i bin mekim dispela risets planti handet taim long ol narapela narapela kalsa na ples.

Dispela i min wanem long wanpela ritel seting?

Dispela i min olsem "Sevim $5" na "Noken lusim $5 long sevings" i no wankain toksave. Ol i pilim narapela kain tru long tingting bilong man i baim ol samting.

"Sevim $5" em i wanpela winmani. Em i gutpela. Em i wanpela gutpela samting.

"Noken lusim $5 long sevings-tude tasol" em i wanpela lus we inap kamap. Tingting bilong yu i ritim olsem: sapos mi no mekim wanpela samting, bai mi lusim wanpela samting. Na dispela i save kamapim trupela bel hevi-wanpela wari we i no save pinis inap long taim yu baim dispela samting o yu lusim.

Nau, mi laik was gut long hia bikos ol i ken yusim dispela long rong wei. Sapos olgeta sain insait long stua bilong yu i singaut olsem "LIMITED TAIM! NOKEN LUSIM!" em i stop long wok. Ol sopa i save harim dispela, o nogut moa, ol i pilim olsem ol i paulim ol na ol i no inap trastim ol moa.

Bikpela samting em long tok stret na tok tru.

"Tude tasol" i mas i stap tude tasol

"Taim ol saplai i stap yet" i mas kamap tasol taim ol saplai i sot tru

"Laspela sans" i min olsem em i laspela sans tru

Taim yu yusim 'urgency' long stretpela pasin, dispela i wok gut tru bikos yu helpim ol manmeri long mekim disisen we ol i ken surukim. Taim yu yusim long pasin giaman-na putim ol sain bilong "fainel sel" inap long tripela mun stret-yu lainim ol kastoma bilong yu long noken tingim yu.

Ol strongpela namba i winim ol pesen."Sevim $15" i rejista hariap moa long "Sevim 15%." Mani bilong dola em i samting yu inap lukim hariap; pesen i nidim 'mental math'. Sapos yu mekim wanpela pesen diskaun, at least putim mani bilong dola: "15% off - Sevim $15 long dispela samting."

Ol dedlaen i mas i stap stret."Taim i sot" i no min olsem wanpela samting moa. "I pinis long Sande 6 klok apinun" i gat mining. Sapos yu yusim dijitel sain, soim wanpela 'countdown' tru. Em i luk olsem giaman, tasol ol data i soim olsem em i wok - bikos em i mekim dedlaentrutru.

Bilong wanem ol "Best Seller" Tag i gutpela long gol

Taim ol sopa i no klia-na planti sopa i no klia long planti prodak-ol i save painim ol 'clue' long wanem samting ol narapela manmeri i bin mekim.

Dispela em i no pasin bilong sipsip. Em i stret tru. Sapos yu no gat gutpela infomesen long wanpela prodak, na yu ken lukim olsem planti tausen arapela manmeri i bin makim, dispela em i gutpela data tru.

Ol "Best Seller" tag i wok. Ol 'Staff Pick' tag i wok. Ol 'tag' bilong "#1 insait long Kategori" i wok. Ol riviu na ol sta reiting i wok gut.

Wanpela wok pepa bilong Harvard Bisnis Skul long 2021 i bin traim dispela wantaim ol wain displei. Ol botol we i gat nem "Most Popular in Store" i lukim wanpela13.6% salim i go antapna ol kontrol we i no gat nem. Wain i wankain.

Em i 13.6% lift long wanpela pepa na sampela wod. Nogat diskaunt. Nogat spesel plesmen. Em i wanpela toksave tasol we i tok "ol narapela manmeri i makim dispela."

Tasol planti ol ritela i save paulim dispela: ol i save putim "Best Seller" tag long olgeta samting, o ol i save putim long ol samting we i no ol bes seller, o ol i save putim "Staff Pick" na i no gat wanpela mak bilongwanempelawokman obilong wanemol i kisim.

Sosel pruf i wok tasol taim em i gutpela. Taim ol sopa i pilim olsem "Best Seller" em i wanpela maketing taktik tasol na i no data tru, em i stop long wok.

Tok stret."Best Seller" em i orait. "Best Seller - 2,847 i salim dispela mun" em i gutpela moa. "Sarah's Pick - Mi save yusim dispela long olgeta moning" em i gutpela moa yet bikos em i bilong yu yet na i stret long yu.

Yusim gut 'scarcity'."3-pela tasol i stap yet long stok" em i strongpela sosel pruf bikos em i makim olsem ol narapela manmeri i bin baim. Tasol sapos sel i soim olsem "3-pela tasol i stap" inap planti mun, orait yu brukim tras.

Ol riviu i bikpela samting, maski long ol stua.Moa ritela nau i wok long prinim ol sta reiting na ol riviu snipet long ol sel tag. Em i luk olsem wanpela 'online tactic', tasol em i wok long ol stua tu-bikos em i wankain 'psychology'. Ol manmeri i laik save long tingting bilong ol narapela manmeri.

IKEA, ALDI, na wanem samting ol i painimaut tru

Larim mi serim wanpela samting we mi ting ol i save lusim taim ol manmeri i skelim ol dispela kampani.

Olgeta manmeri i save toktok long 'layout' bilong sorum bilong IKEA na gutpela tingting bilong "fosim rot." Tasol dispela i no as tru bilong POP maketing. Gutpela samting tru i stap long prais bilong ol.

Neks taim yu stap long IKEA, lukluk gut long hau ol i save raitim ol infomesen bilong prodak. Yu no inap lukim:

"KALLAX Shelf Unit - Particleboard wantaim laminate pinis, 77x147 cm"

Bai yu lukim samting olsem:

"Long pinis, wanpela ples bilong olgeta dispela buk yu laik ritim. KALLAX. $69."

O long wanpela bet displei:

"800 'thread count'. Long wanem, yu save spendim wanpela hap bilong laip bilong yu long slip-ating bai yu stap gut."

Dispela em i hevi-solusen kopirait long shelf level. Ol i no listim ol samting. Ol i luksave long wanpela bel hevi we kastoma i gat pinis na kwiktaim ol i soim dispela prodak olsem rot bilong stretim hevi.

Dispela i wok bikos long daunim hevi bilong tingting-ol i mekim wok bilong tingtingbilongkastoma. Ol i no mekim yu painimaut long wanem as yu laikim wanpela 'shelf unit', ol i tokim yu: "Yu gat ol buk i pulap. Dispela em i rot bilong stretim dispela hevi."

ALDI i mekim wankain samting-na em i wok gut tru long ol odiens bilong ol.

Ol sain bilong ALDI i klostu tru. Bikpela blakpela namba. Skelim prais stret namel long ol praivet lebol na nesenel bren bilong ol. Nogat piksa bilong laipstail. Nogat gutpela kopi. Tasol:

"ALDI SimplyNature Almond Butter: $4.99. National Brand: $8.49. Ol wankain samting. Sekim 'label'."

Bilong wanem dispela i wok? Long wanem, as kastoma bilong ALDI i makim em yet pinis olsem wanpela gutpela man bilong baim ol samting. Ol i no nidim long kisim tingting olsem 'cheaper' em i gutpela moa-ol i bin wokabaut i go insait long ALDI stret bikos ol i bilip pinis long dispela. Samting ol i nidim emevidensolsem ol i no lusim kwaliti.

Komperesen bilong sait-long-sait i givim dispela pruf hariap. Em i sosel pruf (nesenel bren em i refrens poin), lus aversen (yu "lusim" $3.50 sapos yu baim nesenel bren), na kognitiv lod ridaksen (komparesen i kamap pinis long yu) olgeta long wanpela sain.

Lesen bilong tupela i no "kopim IKEA" o "kopim ALDI." Em i olsem:POP bilong yu i mas wankain olsem tingting bilong kastoma bilong yu taim ol i wokabaut i go insait long dua.

Ol kastoma bilong IKEA i kamap na tingim ol samting we inap kamap-haus bilong mi inap kamap wanem?Olsem na POP bilong IKEA i toktok long ol samting we inap kamap.

Ol kastoma bilong ALDI i kamap na tingting long veliu-hamas mi ken sevim?Olsem na POP bilong ALDI i toktok long ol skelim na namba.

Wanem tingting bilong ol kastoma bilong yu taim ol i kam insait long stua bilong yu? POP bilong yu i bekim dispela askim, o em i toktok long narapela samting olgeta?

Static vs. Digital: Em i no wanpela/o

Wanpela samting mi save lukim planti taim em ol ritela i ting ol i mas makim: pepa o dijitel. Olgeta samting i stap long ol skrin, o stap wantaim wanem samting i wok gut.

Em i rongpela 'framing'.

Static POP(ol pepa tag, ol akrilik sten, ol sain i hangamap) em i no gat bikpela pe, em i isi long putim, na i no nidim pawa. Long stebol-prais, liklik-kategori-tingim ol spais, ol samting bilong kaikai, ol samting bilong baim-pepa em i gutpela samting tru. Em i wok. I no gat as long stretim samting we i no bruk.

Dijitel POP(ol 'electronic shelf label', LCD skrin, ol 'transparent' displei, ol 'kiosk') i gutpela taim 'flexibility' na 'speed' i bikpela samting. Prais i save senis planti taim long wanpela de? Ol promosen we i mas wok bung wantaim long 50 ples hariap? Ol prodak we i gat bikpela mak we i kisim gutpela samting long vidio stori? Em ples we dijitel i save kisim bikpela kos bilong en.

Gutpela rot em long tilim kategori-long-kategori:

Sapos yu tingting long dijitel, noken traim long senisim olgeta stua bilong yu wantaim. Stat wantaim ol bikpela 'friction zone' bilong yu-planti taim ol nupela dipatmen, ol 'promotional endcaps', o ol 'seasonal displays'. Ol dispela em ol eria we prais senis i save kamap planti taim, we i min olsem em ples we ol wokman i save sevim na ROI matematiks i isi long pruvim.

Ol samting yu ken mekim tumora

Pastaim long mi pinisim, hia i gat sampela samting we i no nidim nupela ikwipmen-i gat narapela rot tasol long wanem samting yu wok long mekim pinis.

Mekim prais i go bikpela, logo i liklik.Ol sopa i save spendim 3-7 seken long sel. Namba wan askim bilong ol em "hamas?"-i no "wanem bren?" Planti ol POP materiel we ol saplaia i save givim i save putim logo long fran na namel bikos ol bren menesa i save tingim logo visibiliti. Tasol ol sopa i no save. Sapos yu gat tok long en, orait yu mas kisim prais we i no winim 2-pela taim sais bilong 'logo'.

"Sevim $X" i winim "X% of."Ol konkrit namba i save rejista hariap moa long ol pesen. Risets bilong Kahneman i sapotim dispela. Sapos ol promo sain bilong yu i tok "15% off," traim long traim "Sevim $15" na lukim wanem samting bai kamap.

Givim ol sopa we i no laik baim samting wanpela 'default' opsen.Sapos yu gat 5-pela SKU long wanpela sel na ol sels i stap long wanpela o tupela, helpim ol sopa i no klia yet long makim wanpela we planti manmeri i save baim. "Store's 1 Seller" o "Most Popular Choice" i rausim wari bilong makim rong. Yu no wok long giamanim wanpela man-yu helpim ol long mekim disisen.

Olgeta promosen i nidim wanpela gutpela dedlaen."Spesel Prais" i no gat wok hariap. "Spesel Prais - i pinis long Sande" i gat hariap. Sapos yu yusim dijitel sain, soim wanpela 'countdown' klok tru. Sapos em i pepa, orait prinim de bilong pinis bilong en.

Bikpela Piksa

Yumi ken lukluk i go aut liklik.

Ol global ESL sipmen i brukim 100 milien yunit long Q3 2024. Long namba wan hap bilong 2025, dispela namba i klostu 300 milien-a 211.4% yia-over-yia inkris. Grand View Research i ting olsem maket bai kamap long $1.85 bilien long 2024, na ol i ting bai kamap long $7.54 bilien long 2033.

Dispela wok bilong Walmart i wok long kirapim planti bilong dispela, tasol bikpela samting em olsem dispela wev i luk olsem bai strongim ol narapela ritela tu long adoptim.

Dispela i min wanem long yu? Tru tumas, em i dipen long sindaun bilong yu. "Olgeta manmeri i mekim" em i wanpela nogut as long tromoi mani. Tasol sapos yu wok long dil wantaim:

Ol senis long prais i save pinisim ol wokman long plua long olgeta wik

Ol asua long prais i mekim ol kastoma i komplen

Ol kompetisen we ol stua bilong ol i luk moa moden long stua bilong yu

Ol promosen we i hat long mekim

...orait ating em i gutpela long ranim ol namba.

Pinisim

POP maketing em i no hatwok. Long as bilong en, em i olsem:long taim wanpela kastoma i laik baim, givim as long ol long tok yes.

Ating dispela as em prais (ALDI). Ating em i laipstail (IKEA). Ating em i gutpela wok (Walmart). Saikologi em i wankain-daunim hevi bilong tingting, yusim pasin bilong no laikim lus, givim sosel pruf-tasol wok i mas wankain olsem tingting bilong kastoma bilong yu.

Ol 'hardware-pepa, e-ink, LCD, wanem samting-em i samting bilong karim tasol. Toksave em i bikpela samting. Mekim dispela stret pastaim.

Sapos yu laik toktok long wanem kain dijitel POP i ken luk olsem long sindaun bilong yu, o yu laik sekim sapos em i gutpela long sait bilong mani,mipela i amamas long toktok. Nogat wok. Sampela taim bekim em "stap wantaim pepa nau," na mipela bai tokim yu sapos em i tru.

 

Kwikpela link sapos yu laik lukluk

 

Ol 'Electronic Shelf Labels'
E-ink, 2.66" i go long 7.3", 5+ yia bateri

Ol LCD Shelf Displei
28" i go long 49.5", wanpela o tupela pes

Ol skrin we i klia
27x10" na 42x23", yu ken tatsim

Ol Self-Sevis Kiosk
Ol 'touchscreen' terminal