Limitations of point of purchase displays
The main goals of using promotional techniques to make a product reach targeted sales and surpass them
. The accomplishment of this also involves the increment of polarity and the ability to influence customers. With these products being promoted in the market the need to have a technique that will manage the set goals and surpass then without consumption of a lot of resources is crucial in the development of the manufacturer, wholesaler or retailer.
The very advantages of point of purchase displays create a challenge in the use of this technique of promotion. One of the challenges come with placement, though the areas where one can use the display in a store are numerous, the problem is that the manufacturing industry has produced much products that need to be marketed, with all these products in the market the race for space is the main concern. This is why one might observe placement of point of purchase displays that are sponsored by the manufacturers. Point of purchase displays may be one of the cheapest but without any improvements this method of sales promotion might have some short comings. The short comings of the method should be known by the advertiser so as to try and manage their effects.
One of the limitations of point of sale displays is that they have limited reach to the market. The definition of point based displays means that the method of promotion will only reach the number of customers that actually visit the stores or are exposed to the display. This is becoming a challenge especially with the online method of purchase. In this case the point of purchase displays won't have an effect on the buyer. The display will be available to the customers that visit the store, carry their bags into their cars and to those customers walking around the store, this happens since placement of the displays happens in these areas.
The other limitation of point of purchase displays is that they are directed at particular products. Point of sale displays influence customers to buy a particular product or group of products. Though the product has had great effects on sales of products the products display does not command a customer to buy from a certain point. The focus on particular products improves sales of the product on display and it does not make the other complimentary products be recognized. Since the promotion is aimed at products, the amount of capital that might be used in the promotion of all products might be quite huge, and this is the reason as to why most point of purchases displays are done focusing on a single product each time.
Point of purchase displays can only be used to appeal to the visual of the customers, when it comes to what people like, their tastes differs. Thus the main aim of the promoters is to try and come up with a neutral ground for all. This type though does not appear to the blind; the advertisements cannot be visualized by the blind thus that is a huddle that point of purchase displays cannot overcome. The use of visual appearance also can be hard to rely on in areas with lots of attractions; it would be difficult to maintain concentration on one display when one is placed in an area with lots of distractions.
With the development of other promotion methods,
point of purchase displays are getting a lot of competition from the other methods. Thus to overcome the effect of other competitive methods the manufacturer have to think of various methods to use and improve on the performance of point of purchase displays, this has led to the incorporation of media in the technique.
Limitations of point of purchase displays
By: David Clark
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