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Latest Articles
Point of Sale Effectiveness Nielsen Say “Average Sales Increase Per Shown Product 14%" for POS TV 4/02/10Since the launch of POSTV’s Supermarket TV launched back in March 2008, dozens of top brands have advertised on the 1,200 or so screens that make up the network. The GREAT news though, applicable most probably across the retail sectors is that research from Nielsen indicates that the average sales increase for advertisers is 14%
Diana Niemer, Supermarket TV product manager told us “Positive reactions from entrepreneurs, shoppers, and advertisers actually already gave away that Supermarkt TV was a bull’s eye”
She added “It’s great that the figures from widely respected research firm Nielsen now bear this out. This isn’t only an enormous confirmation for us and the supermarket entrepreneurs. The twenty-five top brands that stuck out their necks to advertise on this relatively new medium have been rewarded for their trust in Supermarket TV and in POSTV”
Neilsen have stated that the average sales increase for advertisers on the network was 14% – with an increase of 25% for advertisers of sweets & snacks!
Some of the brands that have advertised on the network since launch include; Beneful, One, Gourmet Perle, Peijnenburg, Grolsch, John West, Yakult, Bifiene, Lay’s, Duyvis, Alpro Soya, Stegeman, Bonduelle, Beemster, Palm, Slankie, Knorr, Verkade, Douwe Egberts, Bolletje, Bon Bon Bloc, and Philadelphia.
Storecheck's Colin Harper commented "Interesting figures, but what matters most to the retailer (and should to the manufacturer) is the impact on the category, and not the product - sales increases for branded product should increase value in the category. If this was the case, then a much more compelling story is not being told". He added, "we analysed sales for the late lamented nAvanti network in Spar stores, and some campaigns very definitely had that impact. A win/win for manufacturers AND retailers".
Using POP better Dunnhumby say that call-to-action media near to point of sale works harder than money-off promotions. But POP, while very effective is well down the priority list of nearly everyone down the chain.
If you want to make the most of your opportunities at POP, you need to read this.
Designing effective shelf displays 8/10/09Dunnhumby say that call-to-action media near to point of sale works harder than money-off promotions. BUT how do you get the buyer to let you improve your sales AND his sales by making this happen.
POP is fairly well down the list of things todo for most buyers (you can see this in another research article on this site). To bring it right to the top you need to show them that this matters to your product in their stores.
Have a look at the process attached, it will give you serious insights designed to make sure you gain as much benefit as possible from your facings for you AND your buyer
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