However effective your brand communication is, if you lose purchases at point of sale it doesn’t translate into income. i to i research’s point of purchase evaluation tool can help improve conversion.

iPoP®

iPoP® is a specific evaluation product designed to measure the impact of point of sale.

Point of purchase activities act as a powerful catalyst to buy and reflect the increasing spontaneity of shopping. Impulse purchases now account for 50% of all purchases and 60% of value of the shop. In addition, consumers who have decided to buy a certain brand change their mind on average 42% of the time.

Hence, carrying brand communication all the way to the point of purchase is key to success. We have identified four stages of the journey to the point of purchase, which are encapsulated in our IPoP® evaluation product:

• Interrupt the shopper on their way to the store
• Prime the shopper on entering the store
• Open communication with the shopper, reminding them of the brand benefits as they approach the fixture
• Prompt them at the fixture

If you are interested in more detail on iPoP®, please call Claire Spencer claire.spencer@itoiresearch.com on 020 3178 2160.