Who
makes Marketing at-Retail work 
POPAI
Digital
Marketing at retail in India is at the crossroads.
It has emerged as one of the most dynamic
and fast paced industries with several players
entering the market. India is among the five
most attractive markets for retailers. The
whole concept of shopping has altered in terms
of format and consumer buying behavior, ushering
in a revolution in shopping in India. Modern
retail has entered India as seen in sprawling
shopping centers, multi-storeyed malls and
huge complexes offer shopping, entertainment
and food all under one roof.
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The effectiveness
of Retail Marketing is clearly
demonstrated by sales impact. With
the advent of scanner technology, brand
marketers and retailers have been able to
immediately determine the effectiveness
of P-O-P.
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Retail Marketing is
persuasive. Serving as the
last three feet of the marketing plan, P-O-P
advertising is the only mass medium executed
at the critical point where products, consumers
and the money to purchase the product all
meet at the same time.
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Retail Marketing serves
as the silent salesman. P-O-P
signage and in-store media educate and draw
attention to consumers about a product's
availability and attributes.
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Retail Marketing is
flexible. It is the only mass
advertising medium that can convey the same
overall strategic message in differing languages
to varying audiences in the same village,
city or region.
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P-O-P Advertising
is increasingly sophisticated in its construction
and utilization. Today's P-O-P
displays are easily assembled, maintained
and, at the same time, more powerful in
entertaining and informing in the retail
environment.
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Retail Marketing is
used increasingly by retailers to enhance
the shopping experience. P-O-P
is used to help overhaul a store's image,
re-direct store traffic and bolster merchandising
plans.
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