The study results of the Consumer Buying Habits conducted by the Point of Purchase Advertising International (POPAI), in-store advertising is the “last three feet” of any comprehensive and integrated marketing plan and it heavily influences consumers in their purchasing decisions.
POPAI promotes the importance of Point of Purchase advertising in the retail environment by bringing together brands, retailers, and service providers.
Before a customer even puts a foot through your door you can get them thinking about your special offer.
The study results of the Consumer Buying Habits conducted by the Point of Purchase Advertising International (POPAI), in-store advertising is the “last three feet” of any comprehensive and integrated marketing.
For example, a message about your wine offering on a chalkboard near the entrance is ideal and you can use this opportunity to showcase a special deal, to communicate by-the-glass price or to simply convey a warm wine-related welcome such as “Great food and great wine within”.
If your pub or restaurant has an outdoor seating area you may also consider branded parasols, bunting, chalkboards and posters. Consumers pay attention to displays and signs and make sure your Point of Sales messages are communicated much faster and clear. Your Point of Purchase material should be changed frequently to keep consumers stimulated every time they visit your outlet.
As the result of the findings it’s clear that trading outlets and brands that fail to provide the in-store marketing and education the consumer seeks out risk pushing customers into the arms of traders and brands who are embracing in-store marketing.
At The Bar
Fridges and shelves are not only for the practical chilling and storing wines; they are a ready made display area so arrange the wines to look visually appealing.
Use bottle boards and chalkboards to communicate your special offers. For example, a simple message stating the wine, the way it tastes and the price will do the trick.
Merchandising Tips for Beers
Merchandising Tips for Ciders
Merchandising Tips for Wines
Merchandising Tips for Wines