Product category:
Printing Companies: General Commercial
News Release from: Bezier | Subject: POP materials production
Edited by the Printingtalk Editorial
Team on 04 April 2008
POP Compliance Suffers From Bad
Communication
Communication breakdown over correct procedure is one of the biggest challenges to point-of-purchase (POP) materials compliance, according to research results from the Bezier group.
UK company Bezier, a retail marketing group, said it surveyed a fifth of all stores within the estates of some of its most prominent high street customers, including ASDA, Boots, Homebase, Argos, Kwikfit and Thresher Group The results also demonstrated that 30 per cent of all stores were not aware of a set procedure for receiving, storing and constructing POP materials
This article was originally published on Printingtalk on 31 May 2004 at 8.00am (UK)
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But of 70 per cent that were aware, almost all - 99.6 per cent - adhered to that procedure.
Bezier said that POP compliance is a growing issue for retailers as they strive to reduce waste and lessen their environmental impact.
According to the group, whilst POP is becoming increasingly innovative and space conscious, the research also revealed that one of the most common concerns for stores is that they continue to receive POP that is not relevant for their store and, therefore, will not be used.
Mark Shaw, chief executive of the Bezier group, said: "The results prove that an in-store POP procedure does work, but that it needs to be tailored to the individual store, to ensure that each store can easily communicate their exact requirements and in return, also understand what is expected of them in terms of implementation.
We will continue to work closely with our clients to improve compliance so that we can ensure budgets are maximised and potential sales are not lost." And he added: "Many retailers that we work with have dedicated helplines and store service teams that help train POS champions in-store and assist with new store openings.
One size does not fit all, so to help stores in ordering and installing their POS correctly, each store pack is put together according to their individual requirements, in high visibility packaging to aid implementation for store colleagues.".
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