In today’s times, the market has been flooded with so many brands and ICTs have revolutionized the way brands are reaching out to their consumers. We are dwelling in an era where brands have to show their existence by being loud and bold. For this advertisers are turning every muscle to reach out to their consumers. Initially, brands and advertisers used to spend a huge amount on traditional mediums like television, radio, and newspapers but with changing media platforms, the preference has changed more towards touching consumers through interpersonal platforms like malls, websites and mobile apps. Thus (Point of Purchase) POP is trending not just within malls but also on internet retails.
POP is basically a place where sale transactions take place, in the retail shop but ethically before making the final payment. This POP takes place at two levels i.e. macro level and micro level. In a macro level, a point of purchase may be a mall market or city and in the micro level, retailers consider POP to be a location of checkout which can be in store or online.
|S.No||Basis of difference||POP at Macro level||POP at micro level|
|1||Definition||It includes products displayed in mall market or city.||It includes products displayed in store or online.|
|2||Product replacement||Easily available and can be exchanged with another product immediately||Firstly the return and then replacement (Online)|
|Tangible products, so easily maintained||No guarantee as many times products turn out to be of lower quality|
|4||Trial||Trial and purchase||Not possible|
|5||Expenditure||High maintenance cost||Comparatively low|
|6||Space||There is more space to display their POP material||Online restricts|
|7||Communication type||Interpersonal||Mass Level|
Examples of Point of Purchase at macro-level:
- Malls decorated during festivities with themes like Republic Day, Valentine Day, etc. and each brands beating their own trumpet with canopies, brand cut-outs, standees, discount boards and displayed shelves promoted on large scale.
- Separate Kiosks used for displaying new product like Veeba in Metro stores.
- Discount banners hanged in from of danglers in Malls
- Dummy models being displayed in mobile shop or clothing shop
POP practiced at micro-level:
- E-commerce sites like Amazon, eBay, Flipkart, etc. that flash the discount, schemes and offers every now and then.
- Use of internet advertising like Interstitials, pop-ups, banner ads on frequently used sites for attracting netizen and increasing purchase.
- Showcasing a similar range of preferred products for buying surety.
Each time there is a revolution in communication technologies, we start drawing up models for our content dissemination and content consumption. Though our world and priorities have been shrunken in smartphones with the help of digitalization, traditional media is nowhere to exclude. In a country of billions of population shopping in malls will always be preferred choice.
India has ranked first in Global Retail Development Index 2017. As per an article on IBEF (2018) on Retail Industry in India.html, it has been declared that by 2021 traditional retail will hold a major share of 75 percent, organized retail share will reach 18 percent and e-commerce retail share will reach 7 percent of the total retail market. It is expected to reach new heights on the back of factors like rising incomes and lifestyle changes by the middle class and increased digital connectivity. Online retail sales are forecasted to grow at the rate of 31 percent year-on-year to reach US$ 32.70 billion in 2018.