TITLE

MAKING P-O-P ROCK

AUTHOR(S)
Master, Melissa
PUB. DATE
August 2004
SOURCE
Convenience Store News;8/2/2004, Vol. 40 Issue 10, p74
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
For years, the difficulty in P-O-P merchandising was that while retailers and suppliers knew instinctively that P-O-P increases sales, there was no way to quantify it. POPAI found that the average P-O-P placement in a c-store increases sales 9.2 percent above everyday sales, with lifts ranging from a low of 2.6 percent for CSDs to a high of 45.5 percent for juice. Among other findings, the study reveals the optimal locations for P-O-P advertising for particular products: products for immediate consumption do best when advertised in the gas area, CSDs and gum/mints in the checkout area, beverages and snacks on endcaps, take-home beverage displays outside the store, smaller brands on cooler door signs and snacks in the foodservice area.
ACCESSION #
14013035

 

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