What is a Point-of-Purchase?

The Point-of-Purchase is where merchandising is strategically displayed. They are usually near the front of the store or (and especially for this course) by the cash register. Their goal is to spur consumer impulse buying. Items placed at the checkout counters near the cash register usually grab customers' attention. Who never put in the cart those razor blades that were unseen in the aisles or that snack bar just for having something to bite on the way home? According to Citema Network, a study showed that 38% out of 2,473 shoppers buy prominently displayed items that they had never purchased before. That is in-store marketing at work, and cashiers are part of that!

Photo from Canva Reference: What Is Point-of-Purchase Placement in Merchandising? by Sophia Harrison