Point-of-purchase advertising can be taken for granted, but it is a vital item in the marketing toolbox. Matthew Valentine speaks to a panel of experts about trends and developments.
The Panel (l-r below)
Nick Widdowson, range and merchandising manager, Unilever UK & Ireland
Martel Lawson, EMEA category display manager, McCormick Foods (maker of Schwartz)
Martin Kingdon, director general, POPAI UK & Ireland
Kate Drew, point-of-sale manager, Reckitt Benckiser
Marketing Week (MW): How do you use point-of-purchase marketing?
Nick Widdowson: (NW) It has a varied role to play, from tactical promotional support providing visibility of new products, information and advice to shoppers, to creating strategic initiatives in-store. The role of PoP is to engage with the shopper throughout their journey, interrupt their routine and provide timely, appropriate communication of a relevant message, targeted at specific shopper groups.
Martel Lawson (ML): It plays a vital role in helping the shopper mission, as herbs and spices is a complex category. There are so many products yet people may only need one particular item for a recipe. So ease of navigation is a key driver for PoP for the Schwartz brand.