Top of the POPs: an annual survey shows retailers assuming more power in point-of-purchase display decisions

Article Abstract:

Store operators appear to be less happy with point-of-purchase (POP) advertising from merchandise suppliers than in the past and want to assert more control over the displays, according to a 1997 survey of suppliers and retailers by P-O-P Times. Competition is causing retailers to scrutinize POP displays, says P-O-P Times editor Rex Davenport. Store operators prefer materials that are informative, adaptable and durable, Davenport says.

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Night and day: are you still using nocturnal numbers to analyze a diurnal population?

Article Abstract:

Companies need to determine the type of population they are serving in their target markets at different times of the day. For example, the daytime demographics may indicate most of the population in a given area consists of workers who will leave the area once their workday is complete. Knowing the demographics of their markets enables companies to position their stores and target their markets in an efficient manner.

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That's entertainment

Article Abstract:

Retailers are adding entertainment to the shopping experience in response to rising consumer demand. Stores are adding live music, fashion shows, games, contests and other interactive attractions to draw higher customer totals. Retailers expect the activities will increase customer loyalty, ensure repeat visits and act as a vehicle for name recognition.

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