Improving marketing jobs through clever point-of-purchase strategies

Marketing jobs need to focus on clever point-of-purchase strategies to improve sales on power brands.

The current recession has increased brands’ emphasis on discounts and sales in-store, the Marketing Magazine reported.

According to the publication, research has indicated that 70pc of brand choices are made by consumers while shopping.

The Grocery Manufacturer’s Association, that represent the world's leading food, beverage and consumer products, recently unveiled that POP advertising will grow with 21pc by next year.

Although POP advertising is extremely popular at the moment, advertisers will have their jobs cut out for them in order to create innovative and effective strategies.

David Roth, head of global retail at communication services group, WPP commented to the magazine: “Brands need to change their POP strategies, as there's a new game in town.

“Yes, consumers have returned to the stores, but they are still conscious that they don't have expanding wallets, so they have developed coping mechanisms.”

The economy has changed shoppers’ habits through forcing them to make shopping lists.

Luckily these lists aren’t brand specific which gives retailers scope to work with.

Orit Peleg, shopper marketing planning director at OgilvyAction gave POP branding advice to the publication: “Brands should work with the supermarkets to transform categories into something intriguing and display brands in enticing, exciting and different ways, to provide reasons to shop with a particular retailer.”