Dɛn na POP Gyina hɔ ma wɔ Adwumayɛ mu?

Wɔ June 2024 mu no, Walmart de dawurubɔ bi too gua a ɛde asorɔkye kɔɔ aguadidan mu: wɔrebɔ ɛlɛtrɔnik shelf labels akɔ sotɔɔ ahorow 2,300 mu wɔ afe 2026-ɛno bɛyɛ wɔn U.S. nan ase nyinaa fã.

Akontaabu a ɛwɔ saa gyinaesi yi akyi no ka asɛm bi. Walmart sotɔɔ biako de nneɛma bɛboro 120,000 kɔ. Ansa na wɔreyɛ dijitaal nkyerɛwde ahorow no, na nneɛma bo a wɔbɛsakra wɔ sotɔɔ no nyinaa mu no gye bɛyɛ nna abien. Seesei? Tap kakraa bi wɔ mobile app so, na label biara a ɛwɔ ɔdan no mu no yɛ foforo wɔ simma kakraa bi mu.

Greg Cathey, Walmart SVP a ɔhwɛ Transformation & Innovation so, annye nsɛm a ɛyɛ mince: "[DSLs] ayɛ agodie-sesa na [wɔma] yɛn sotɔɔ akuw no da biara da dwumadi ahorow yɛ mmerɛw."

Nanso nea ɛma eyi yɛ anigye ma obiara a ɔreyɛ adetɔn adwuma bi ni: sɛnea December 2022 Forrester Consulting nhwehwɛmu bi kyerɛ no, ESL nhyehyɛe bi tua ne ho ka yiye wɔ asram 18 mu na ɛma mfe anum-mfe ROI a ɛyɛ ɔha biara mu nkyem 277 ba.

Ɛno nyɛ typo. 277%.

Enti dɛn ankasa ne POP aguadi, dɛn nti na ɛho hia saa, na dɛn na ɛsakra wɔ mfe kakraa a atwam no mu a ɛma adetɔnfo akɛse a wɔwɔ okyinnsoromma yi so no tu denneennen saa?

POP ne POS ntam

Mede eyi bɛyɛ tiawa efisɛ nokwarem no, ɛyɛ mmerɛw sen sɛnea nsɛm dodow no ara ma ɛyɛ te sɛ nea ɛte.

Fa no sɛ ɛte sɛ adidibea. POP yɛ menu board a burger mfonini a ɛyɛ nsuo a ɛma ɔkɔm de wo. POS yɛ sikakorabea a egye wo $12. Baako ma wopɛ. Baako gye wo sika.

Ɛno ara ne nea ɛwɔ mu ankasa. Sɛ wonkae biribi foforo biara a: POP fa gyinaesi no ho. POS fa asɛm no ho.

Nkontaabu a Ɛsɛ sɛ Ɛma Woyɛ Aso

Alright, momma yɛnka sɛ ebia eyi mu biara ho hia ankasa-efisɛ minim sɛ wo nni ha mma theory. Wopɛ sɛ wuhu sɛ POP ma ade no tu anaa.

POPAI (mprempren Path to Purchase Institute) adi adetɔfo nneyɛe akyi fi 1965. Wɔn 2012 Mass Merchant Shopper Engagement Study no hwɛɛ adetɔfo bɛboro 2,400, na nea wohui ni:Wɔyɛɛ adetɔ ho gyinaesi 76% wɔ-store mu, ɛnyɛ ansa na adetɔfo refa ɔpon no mu.

Eduu afe 2014 no, saa dodow no kɔɔ soro koduu82%wɔ aguadifo pii akwan so. Richard Winter, POPAI titrani, kaa biribi a ɛbataa me ho sɛ: "Bere a na yɛhwɛ kwan sɛ aguadifo pii a wɔtɔ nneɛma no retwɛn akosi simma a etwa to no sɛ wobesi nneɛma a wɔbɛtɔ ho gyinae no, ɛyɛɛ yɛn nwonwa ankasa sɛ yehui sɛ wɔsisi adetɔ ho gyinae 82% wɔ sotɔɔ no mu."

Ma ɛno nkɔ mu sekan biako. Nneɛma 10 biara mu bɛboro 8 da so ara yɛ nea wobetumi agye bere a obi nantew aba wo sotɔɔ mu no. Saa sika a wɔsɛe no nyinaa wɔ TV so dawurubɔ, social media, influencer campaigns-ɛma nkurɔfo fa ɔpon no mu, sure. Nanso gyinaesi ankasa no? Ɛno na ɛrekɔ so wɔ shelf no so.

Na ɛnyɛ candy bars ne gum nko na yɛreka ho asɛm. POPAI nhwehwɛmu no kyekyɛɛ mu sɛnea akuw te:

Candy & gum: 89% wɔ-store gyinaesi dodow

Honam ani hwɛbea: 83% .

Nneɛma a wɔde ma afieboa: 81% .

Nsã & ahonhommɔne: 79% .

Mpo categories a wobɛsusu sɛ nkurɔfoɔ di kan hwehwɛ mu-honam ani hwɛbea, afieboa aduane-da so ara wɔ massive in-store gyinaesi rates.

Nnɔmba foforo a mihu sɛ ɛyɛ anigye ni: bere a na ɔyɛkyerɛ bi a ɛkyerɛ ahyɛnsode pɔtee bi wɔ - sotɔɔ mu, ɛkame ayɛ sɛ1 wɔ 6 biara a wɔtɔ muwɔ saa ɔfã no mu no kɔɔ saa brand no so. Ɛnyɛ sɛ na ade a wɔde yɛ no ye nti. Ɛnyɛ sɛ na ne bo yɛ mmerɛw nti. Esiane sɛ na ɛte saa ara ntia wotumi hu wɔ ɔkwan pa so.

Nea Enti a POP Yɛ Adwuma: Adwene ne Nkate Ho Adesua a Wubetumi De Adi Dwuma Ankasa

Okay, enti data no ka sɛ POP ho hia. Nansoadɛn? Dɛn na ɛrekɔ so ankasa wɔ adetɔfo amemene mu a ɛma biribi a wɔde kyerɛ anaa sɛnkyerɛnne bi sesa wɔn suban?

Mebɛkyekyɛ eyi mu ayɛ no adwene mu akwan tiawa abiɛsa a adetɔfo fa-ne nea ɛho hia sen saa no, sɛnea wubetumi ayɛ wo POP no sɛnea ɛbɛyɛ a ɛne saa akwan tiawa yi bɛyɛ adwuma sen sɛ wobɛkasa atia wɔn.

Nkate mu Adesoa a Wɔtew So

Sɛ wɔkyekyem pɛpɛɛpɛ a, Amerika aguadidan kɛse no de SKU ahorow 30,000 kosi 50,000 kɔ baabiara. Susuw saa asɛm no ho sekan biako. Nneɛma ahorow mpem aduonum, a ne nyinaa resi akan sɛ wɔbɛtwe adwene asi so.

W’amemene no ntumi nsusuw emu biara ho wɔ honam fam. Ɛnyɛ ɔkwasea-ɛyɛ adwuma wɔ anohyeto ahorow ase kɛkɛ. Enti dɛn na ɛyɛ? Ɛyɛ nsisi. Ɛhwehwɛ nsɛnkyerɛnne a ɛka sɛ "eyi fata sɛ wode w'adwene si so" na ebu n'ani gu biribiara a aka so.

Dɛn na wobu no sɛ sɛnkyerɛnne?

Kɔla a ɛrepaapae a ɛpaapae fi nneɛma a atwa ho ahyia no mu

A price callout a ɛsõ sen afoforo no

Kankan-biribiara a ɛkanyan

Position-ani level nya 35% adwene sen ase shelf

Nhwehwɛmu bi a wɔyɛe wɔ afe 2019 mu a wotintimii wɔ...Nsɛmma nhoma a ɛfa aguadidan hohuu biribi a ɛyɛ anigye. Sotɔɔ ahorow a wɔde nsɛnkyerɛnne a ɛda adi pefee a wɔde hwɛ nneɛma so dii dwuma-titiriw, a ɛma ɛdaa adi sɛ nea ɛsɛ sɛ wodi kan hwɛ-huu sɛ adetɔfo sɛe sika23% sua bere a wɔde hwehwɛ nneɛma. Nanso nea ɛyɛ kicker ni: saa adetɔfo koro no ara bɔɔ amanneɛabotɔyam nkontaa a ɛkorɔn, na wɔyɛ ankasatɔɔ pii.

Ɛno nyɛ abirabɔ. Wɔtɔɔ pii efisɛ na wɔammrɛ wɔ hwehwɛ mu. Wɔn ani gyei kɛse efisɛ na ɛte sɛ nea adetɔ yɛ mmerɛw.

Eyi yɛ reframe a ɛho hia: POP pa nyɛ sɛ wɔbɛdaadaa nkurɔfo ma wɔatɔ nneɛma a wɔmpɛ. Ɛfa nnipa a wɔayɛ basaa a wɔbɛboa wɔn ma wɔafa nneɛma a wɔpaw mu yiye ho. Sɛ wotew adwene mu adesoa so a, na wode ɔsom bi rema.

Enti dɛn na eyi kyerɛ ma wo nneɛma a wode kyerɛ no?

Mfa nsɛm pii nka ho. Twe mu.Ɛsɛ sɛ element biara a ɛwɔ wo POP so no nya ne gyinabea. Sɛ woanya tag a logo, ade din, bo, barcode, nkrasɛm a wɔde hyɛ nkurɔfo nkuran, ne mmara kwan so asɛm a wɔde to gua-woanya pii dodo. Adetɔfo ani bɛbɔ afi so efisɛ nhyehyɛe biara nni hɔ, "hwɛ ha kan" a emu da hɔ.

Yɛ aniwa mu ntwitwiridii.Ɛsɛ sɛ wo display no yɛ soronko wɔ nea atwa ho ahyia no ho na ama woatumi akyerɛw wo din sɛ sɛnkyerɛnne. Kɔla koro no ara ne shelf no? Nea wontumi nhu. Ne kɛse te sɛ biribiara? Nea wontumi nhu. Wohia nsonsonoe a ɛwɔ mu.

Eye level yɛ adan ne afie. Fa di dwuma nyansam.Sɛ woretua premium shelf position ho ka a, nsɛe no wɔ ade bi a ɛtɔn ne ho so. Fa wo launch foforo no to hɔ. Fa wo highest-margin ade no to hɔ. Fa ade a ehia mmoa no to hɔ.

Adehwere ho Aversion

Dodow bi a ɛda so ara yɛ nnipa dodow no ara nwonwa ni: nnipa te ɛyaw a ɛne sɛ wɔahwere biribi wɔ ho no nkaa emu yɛ den sen saa mmɔho abiensɛ anigye a wonya sɛ wobenya ade koro no ara.

Eyi nyɛ aguadi mu fluff. Ɛyɛ Kahneman ne Tversky adwuma a wɔyɛe wɔ Prospect Theory-wɔn nyaa Nobel Akyɛde wɔ ho. Wɔayɛ nhwehwɛmu no mpɛn ɔhaha pii wɔ amammerɛ ne tebea horow mu.

Dɛn na eyi kyerɛ wɔ aguadidan mu?

Ɛkyerɛ sɛ "Save $5" ne "Don't miss $5 in savings" nyɛ nkrasɛm koro. Wɔte nka sɛ ɛyɛ soronko koraa wɔ adetɔfo amemene ho.

"Save $5" yɛ mfaso a wonya. Ɛyɛ dɛ. Ɛyɛ adepa.

"Mma $5 nmpa wo sika a wode asie-nnɛ nkutoo" yɛ adehwere a ebetumi aba. W’amemene kenkan saa sɛ: sɛ manyɛ ade a, mehwere biribi. Na ɛno de ahotɔ ankasa ba-dadwen a ɛba fam-a enni ano kosi sɛ wobɛtɔ ade no anaasɛ wobɛkɔ.

Afei, mepɛ sɛ mehwɛ yiye wɔ ha efisɛ wobetumi de eyi adi dwuma ɔkwammɔne so. Sɛ sɛnkyerɛnne biako biara a ɛwɔ wo sotɔɔ mu no teɛteɛm sɛ "BERE A WƆYƐ ANOHYƐDE! MMA MMƆHWƐ!" egyae adwumayɛ. Adetɔfo siesie wɔn ho, anaasɛ nea enye koraa no, wɔte nka sɛ wɔayɛ wɔn basabasa na wɔhwere wɔn mu ahotoso.

Nea ɛho hia ne sɛ wobɛka nsɛm pɔtee ne nokwaredi.

"Ɛnnɛ nkutoo" hia sɛ ɛyɛ nnɛ nkutoo ankasa

"While supplies last" ɛsɛ sɛ ɛda adi bere a nneɛma no sua ankasa nkutoo

"Last chance" kyerɛ sɛ nokwarem no ɛyɛ hokwan a etwa to

Sɛ wode ntɛmpɛ di dwuma nokwarem a, ɛyɛ adwuma fɛfɛɛfɛ efisɛ woreboa nkurɔfo ankasa ma wɔasi gyinae bi a ebia wɔbɛtwentwɛn so. Sɛ wode di dwuma wɔ nokwaredi mu-retu mmirika "final sale" nsɛnkyerɛnne asram abiɛsa tẽẽ-wotete w'atɔfo ma wobu wɔn ani gu wo so.

Akontaabu a ɛyɛ nokware dii ɔha biara mu nkyem 100 so nkonim."Save $15" kyerɛw din ntɛmntɛm sen "Save 15%." Dɔla dodow no yɛ nea wotumi hu ntɛm ara; ɔha biara mu nkyem no hwehwɛ sɛ wobu akontaa wɔ adwene mu. Sɛ woreyɛ ɔha biara mu nkyekyɛmu a wɔatew so a, anyɛ yiye koraa no fa dɔla sika no ka ho: "15% off - Sie $15 wɔ ade yi so."

Ɛsɛ sɛ bere a wɔde bɛma no yɛ pɔtee."Bere a anohyeto wom" nkyerɛ hwee bio. "Ends Sunday 6PM" kyerɛ biribi. Sɛ wode dijitaal nsɛnkyerɛnne redi dwuma a, kyerɛ sɛnea wobɛkan akɔ akyiri ankasa. Ɛte sɛ nea ɛyɛ gimmicky, nanso data no kyerɛ bere nyinaa sɛ ɛyɛ adwuma-efisɛ ɛma bere a etwa to noankasa.

Nea Enti a "Best Seller" Tags Fata Wɔn Mu duru wɔ Sikakɔkɔɔ Mu

Sɛ adetɔfoɔ nnim-na adetɔfoɔ dodoɔ no ara nnim wɔ nneɛma dodoɔ no ara ho-wɔhwehwɛ nsɛnkyerɛnneɛ a ɛfa deɛ nnipa foforɔ yɛeɛ ho.

Eyi nyɛ nguan nneyɛe. Ɛyɛ nea ntease wom ankasa. Sɛ wunni ade bi ho nsɛm a edi mũ, na wutumi hu sɛ nnipa afoforo mpempem pii na wɔpaw a, ɛno yɛ data a mfaso wɔ so ankasa.

"Best Seller" tags yɛ adwuma. "Staff Pick" tags no yɛ adwuma. "#1 wɔ Category mu" tags yɛ adwuma. Nhwehwɛmu ne nsoromma a wɔde ma no yɛ adwuma.

Harvard Adwumayɛ Sukuu adwuma krataa bi a wɔyɛe wɔ afe 2021 mu de nsa a wɔde kyerɛe sɔɔ eyi hwɛe. Nkotoku a wɔakyerɛw so sɛ "Most Popular in Store" huu a13.6% adetɔn kɔ sorone controls a wɔankyerɛw so. Ná bobesa no yɛ pɛ.

Ɛno yɛ 13.6% a wɔma so fi krataa bi ne nsɛmfua kakraa bi mu. Wɔrentew sika so. Wɔde baabi titiriw biara nni hɔ a wɔde besi hɔ. Nsɛnkyerɛnne bi kɛkɛ a ɛkae sɛ "nnipa afoforo paw eyi."

Nanso ɛha na adetɔnfo dodow no ara yɛ eyi basabasa: wɔde "Best Seller" tags gu biribiara so, anaasɛ wɔde gu nneɛma a ɛnyɛ best sellers ankasa so, anaasɛ wɔde "Staff Pick" to hɔ a wonni biribiara a ɛkyerɛdeɛ ɛwɔ headwumayɛfo no muni anaaadɛnwɔtetew no.

Social proof yɛ adwuma bere a wotumi gye di nkutoo. Bere a adetɔfo te nka sɛ "Best Seller" yɛ aguadi ho ɔkwan bi kɛkɛ sen sɛ ɛbɛyɛ data ankasa no, egyae adwumayɛ.

Ka asɛm pɔtee bi."Best Seller" no yɛ nea ɛnyɛ hwee. "Best Seller - 2,847 a wɔtɔn ɔsram yi" ye. "Sarah's Pick - Mede eyi di dwuma anɔpa biara" ye mpo efisɛ ɛyɛ ankorankoro ne pɔtee.

Fa scarcity di dwuma yiye."Only 3 left in stock" yɛ asetena mu adanse a tumi wom efisɛ ɛkyerɛ sɛ nnipa afoforo akɔ so atɔ. Nanso sɛ shelf no kyerɛ bere nyinaa sɛ "Only 3 left" asram pii a, ɛnde na woabubu ahotoso no.

Nhwehwɛmu ahorow ho hia, wɔ sotɔɔ ahorow a ɛwɔ hɔ ankasa mu mpo mu.Mprempren adetɔnfo pii retintim nsoromma dodow ne nhwehwɛmu nsɛm nketenkete wɔ shelf tags so. Ɛte sɛ intanɛt so ɔkwan a wɔfa so yɛ adwuma, nanso ɛyɛ adwuma wɔ honam fam sotɔɔ ahorow mu nso-efisɛ ɛyɛ adwene mu nimdeɛ koro no ara. Nkurɔfo pɛ sɛ wohu nea nnipa afoforo susuwii.

IKEA, ALDI, ne Nea Wohui Ankasa

Ma menkyɛ biribi a misusuw sɛ ɛyera bere a nkurɔfo hwehwɛ saa nnwumakuw yi mu no.

Obiara ka IKEA showroom nhyehyɛe ne "ɔkwan a wɔhyɛ" no nyansa ho asɛm. Nanso ɛnyɛ ɛno ne asuade ankasa ma POP aguadi. Asuade ankasa ne wɔn bo a wɔakyerɛw so.

Bere foforo a wobɛkɔ IKEA no, hwɛ sɛnea wɔkyerɛw nneɛma ho nsɛm yiye. Worenhu sɛ:

"KALLAX Shelf Unit - Particleboard a wɔde laminate awie, 77x147 cm".

Wubehu biribi te sɛ:

"Awiei koraa no, beae ma saa nhoma ahorow no nyinaa a wokɔ so kyerɛ sɛ wobɛkenkan. KALLAX. $69."

Anaasɛ wɔ mpa so nneɛma a wɔde kyerɛ so:

"800 thread count. Efisɛ wode w'asetra mu nkyem abiɛsa mu biako da-ebia wo ho bɛtɔ wo."

Eyi yɛ ɔhaw-ano aduru copywriting wɔ shelf level. Wɔnnyɛ listing features. Wɔregye abasamtu bi a adetɔfo no wɔ dedaw atom na wɔde ade no rekyerɛ ntɛm ara sɛ gyinaesi no.

Eyi yɛ adwuma esiane adwene mu adesoa a ɛso tew nti-wɔreyɛ adwene mu adwuma nomaadetɔfo no. Sɛ́ anka wɔbɛma woahu nea enti a ebia wobɛpɛ sɛ wonya shelf unit no, wɔreka akyerɛ wo sɛ: "Wowɔ nhoma ahorow a ɛreboaboa ano. Ano aduru no ni."

ALDI yɛ nea ɛne no bɔ abira pɛpɛɛpɛ-na ɛyɛ adwuma yiye saa ara ma wɔn atiefo.

Ɛkame ayɛ sɛ ALDI nsɛnkyerɛnne no yɛ mmerɛw atirimɔden so. Nnɔmba a ɛyɛ tuntum akɛse. Bo a wɔde toto wɔn private label ne ɔman no brands ntam tẽẽ. Asetra kwan ho mfonini biara nni hɔ. Anifere kwan so mfonini biara nni hɔ. Kɛkɛ:

"ALDI SimplyNature Almond Butter: $4.99. Ɔman Brand: $8.49. Nneɛma koro no ara. Hwɛ nea wɔakyerɛw so."

Dɛn nti na eyi yɛ adwuma? Efisɛ ALDI adetɔfo titiriw no ankasa{0}}paw dedaw sɛ obi a ɔpɛ sɛ ɔtɔ nneɛma a ɛsom bo-a. Ɛho nhia sɛ wɔtwetwe wɔn sɛ nea ne bo yɛ mmerɛw ye-wɔnantew kɔɔ ALDI mu pɛpɛɛpɛ efisɛ wogye di saa dedaw. Nea wohia ne sɛnnyinasoɔsɛ wɔmfa quality mmɔ afɔre.

Afã-by-afã ntotoho no ma saa adanse no ntɛm ara. Ɛyɛ asetra mu adanse (ɔman no ahyɛnsode no ne nea wɔde gyina hɔ ma), adehwere ho tan (wo "rehwere" $3.50 sɛ wotɔ ɔman no ahyɛnsode no a), ne adwene mu adesoa a wɔtew so (wɔayɛ ntotoho no ama wo dedaw) ne nyinaa wɔ sɛnkyerɛnne biako mu.

Asuadeɛ a ɛfiri mmienu no nyinaa mu no nyɛ "copy IKEA" anaa "copy ALDI." Ɛyɛ eyi:ɛsɛ sɛ wo POP no ne w’adetɔfo adwene hyia bere a wɔnam ɔpon no mu no.

IKEA adetɔfoɔ du hɔ a wɔredwene nneɛma a ɛbɛtumi aba ho-dɛn na me fie betumi abɛyɛ?Enti IKEA POP kasa wɔ nneɛma a ebetumi aba mu.

ALDI adetɔfoɔ du hɔ a wɔredwene boɔ ho-.sika ahe na metumi akora so?Enti ALDI POP kasa wɔ ntotoho ne akontaabu mu.

Dɛn na w’adetɔfo redwen bere a wɔhyɛn wo sotɔɔ mu no? So wo POP no rebua saa asɛmmisa no, anaasɛ ɛreka biribi foforo ho asɛm koraa?

Static vs. Digital: Ɛnyɛ Biara/Anaasɛ

Adeɛ baako a mehu pii ne sɛ adetɔnfoɔ susu sɛ ɛhia sɛ wɔpaw: krataa anaa digyital. All in on screens, anaasɛ bata nea ɛreyɛ adwuma no ho.

Ɛno ne framing a ɛnteɛ.

POP a ɛyɛ static(krataa tag, acrylic gyinabea, nsɛnkyerɛnne a wɔde sɛn so) bo nyɛ den, ɛyɛ ntɛm sɛ wɔde bedi dwuma, na enhia anyinam ahoɔden. Wɔ boɔ a ɛyɛ den-boɔ a ɛyɛ den-adwene mu akuo-susu sɛ nnuhuam, nneɛma titire, nneɛma titire-krataa da so ara yɛ paw a ɛho ka sua-ɛtu mpɔn. Ɛyɛ adwuma. Biribiara nni hɔ a enti ɛsɛ sɛ wosiesie nea ɛnsɛee.

Digitals POP a wɔde di dwuma(ɛlɛtrɔnik shelf labels, LCD screens, transparent displays, kiosks) yɛ nea ntease wom bere a nsakrae ne ahoɔhare ho hia no. Ɛbo sesa mpɛn pii da biara? Nkɔso ahorow a ɛsɛ sɛ ɛyɛ sync wɔ mmeae 50 ntɛm ara? Nneɛma a ɛwɔ margin a ɛkorɔn-a mfasoɔ fi video abasɛm mu? Ɛhɔ na dijitaal nya ne upfront cost a ɛkorɔn.

Ɔkwan a nyansa wom no ne category-by-category kyɛfa:

Sɛ woredwen dijitaal ho a, mmɔ mmɔden sɛ wobɛdan wo sotɔɔ no nyinaa prɛko pɛ. Fi ase wɔ wo highest-friction zones-a mpɛn pii no ɛyɛ departments foforo, promotional endcaps, anaa seasonal displays. Ɛnonom ne mmeae a nneɛma bo mu nsakrae taa ba, a ɛkyerɛ sɛ ɛhɔ na adwumayɛfo a wɔkora sika no da adi kɛse na ROI akontaabu no yɛ mmerɛw sɛ wɔbɛkyerɛ.

Nneɛma a Wubetumi Ayɛ Ankasa Ɔkyena

Ansa na mɛbɔ mu no, nneɛma kakraa bi a enhia nnwinnade foforo biara-ɔkwan soronko bi kɛkɛ wɔ nea woreyɛ dedaw no ho ni.

Ma bo no nyɛ kɛse, na ahyɛnsode no nyɛ ketewaa.Adetɔfoɔ di sikani 3-7 wɔ shelf no so. Wɔn asɛmmisa a edi kan ne "dodow ahe?"-ɛnyɛ "bran bɛn?" A lot of supplier-provided POP materials de logo no si anim ne mfinimfini efisɛ brand managers dwen logo visibility ho. Nanso adetɔfo nyɛ saa. Sɛ wowɔ biribi ka wɔ ho a, pia bo a anyɛ yiye koraa no 2x logo no kɛse.

"Save $X" di "X% off" so nkonim.Nnɔmba a ɛyɛ nokware kyerɛw din ntɛmntɛm sen ɔha biara mu nkyem 100. Kahneman nhwehwɛmu no foa eyi so. Sɛ wo promo nsɛnkyerɛnne mprempren ka sɛ "15% off," bɔ mmɔden sɛ wobɛsɔ "Save $15" ahwɛ na hwɛ nea ɛbɛba.

Ma adetɔfo a wɔtwentwɛn wɔn nan ase no kwan a wɔbɛfa so ayɛ saa.Sɛ woanya SKU anum wɔ shelf so na adetɔn a wɔde ahyɛ biako anaa abien mu a, boa adetɔfo a wonsii gyinae no denam nea agye din no a wobɛhyɛ no agyirae no so. "Store's 1 Seller" anaa "Most Popular Choice" yi dadwen a ɛne sɛ wobɛpaw nea ɛnteɛ no fi hɔ. Wonnyɛ manipulating obiara-woreboa wɔn ma wɔasi gyinae.

Nkɔso biara hia bere a wɔde bɛma ankasa."Special Price" wɔ zero ntɛmpɛ. "Boɔ Titiriw - Ɛba Awiei Kwasida" wɔ ntɛmpɛ. Sɛ wode dijitaal nsɛnkyerɛnne redi dwuma a, kyerɛ dɔn a wɔde kan kɔ akyi ankasa. Sɛ krataa a, anyɛ yiye koraa no, tintim da a wɔde bewie no.

Mfonini Kɛse no

Momma yɛntew so sekan biako.

Wiase nyinaa ESL shipments bubuu ɔpepem 100 units wɔ Q3 2024. Eduu afe 2025 fã a edi kan no, saa dodow no bɛyɛ ɔpepem 300-a 211.4% afe-afe-afe nkɔanim. Grand View Research bu akontaa sɛ gua no yɛ dɔla ɔpepepem 1.85 wɔ afe 2024 mu, na wɔkyerɛ sɛ ebedu afe 2033 no, ebedu dɔla ɔpepepem 7.54.

Walmart deployment rema eyi pii, nanso sɛnkyerɛnne a ɛtrɛw ne sɛ wɔhwɛ kwan sɛ saa asorɔkye yi bɛhyɛ agyede ho nkuran wɔ adetɔnfo afoforo nso mu.

Dɛn na ɛno kyerɛ ma wo? Nokwarem no, egyina wo tebea no so. "Obiara reyɛ" yɛ ntease a ɛyɛ hu a enti ɛsɛ sɛ wɔsɛe sika. Nanso sɛ woredi nsɛm a:

Nneɛma bo a ɛsakra di fam adwumayɛfo dapɛn biara

Mfomso a ɛba wɔ nneɛma bo ho a ɛde adetɔfo anwiinwii ba

Akansifo a wɔn sotɔɔ ahorow te sɛ nea ɛyɛ nnɛyi de sen wo de no

Promotions a ɛyɛ logistically yaw sɛ wobedi

...ɛnde ebia ɛfata sɛ anyɛ yiye koraa no wotu mmirika kɔ nɔma ahorow no.

Nsɛm a Wɔde Bɛkyekyere

POP aguadi nyɛ nea ɛyɛ den. Ne titiriw no, ɛyɛ eyi ara kwa:bere a adetɔfo bi si gyinae sɛ wɔbɛtɔ no, ma wɔn nea enti a wɔbɛka sɛ yiw.

Ebia saa ntease no ne bo (ALDI). Ebia ɛbɛyɛ asetra kwan (IKEA). Ebia ɛbɛyɛ adwumayɛ a etu mpɔn (Walmart). Adwene ne nneyɛe ho nimdeɛ no yɛ ade koro-tew adwene mu adesoa so, leverage loss aversion, fa asetra mu adanse ma-nanso ɛsɛ sɛ kum no ne w’adetɔfo adwene hyia.

Hardware-krataa, e-ink, LCD, nea ɛte biara-yɛ nea ɔde kɔ no ara kwa. Nkrasɛm no ne nea ɛho hia. Di kan nya saa asɛm no yiye.

Sɛ wopɛ sɛ wokasa fa sɛnea dijitaal POP betumi ayɛ ama wo tebea no so, anaasɛ wopɛ sɛ wonya sanity-hwɛ kɛkɛ sɛ ebia ntease wom wɔ sikasɛm mu anaa, .yɛn ani gye sɛ yɛbɛbɔ nkɔmmɔ. Asɛyɛde biara nni hɔ. Ɛtɔ da bi a mmuaeɛ no ne sɛ "fa krataa bata ho seesei," na sɛ ɛyɛ nokware a, yɛbɛka akyerɛ wo saa.

 

Quick links sɛ wopɛ sɛ wo browse a

 

Ɛlektrɔnik Shelf Labels
E-ink, 2.66 "kɔsi 7.3", 5+ afe batere

LCD Shelf Nneɛma a Wɔde Kyerɛkyerɛ
28" kosi 49.5", anim biako anaa abien-anim

Screens a Ɛda Hɔ
27x10 "ne 42x23", ka wo pɛ

Ankasa-Ɔsom Kiosks
Nneɛma a wɔde ka screen so