POP Increases C-Store Sales from the Pump to the Fountain

Discussion
Oct 08, 2002
George Anderson

By George Anderson


New research from Point-Of-Purchase Advertising International (POPAI) reports that in-store displays, signage and media can grow sales from five to 13 percent in convenience stores.


According to POPAI, pump-topper advertising increased sales five percent while in-store signage increased sales by 13 percent.


The in-store advertising messages that were most effective in moving product were:


  • Savings or cents off – + 36%

  • Signage including a product photo – +13%

  • Price mention – +8%

The POPAI study tracked sales of alcoholic beverages, bottled juice, bottled water, carbonated soft drinks, isotonic/energy drinks, gum/mints, health and beauty care, and salty snacks. The study results came from a national sample of 120 convenience stores including 7-Eleven, Autostop, Chevron, Nice ‘N Easy Grocery Shoppes, Sheetz, Shell, and Texaco.   


Moderator’s Comment: Are most c-stores, and retailers
in general, making optimum use of in-store media?


It is a well-documented fact (regardless of the store
format) that POP/POS signage increases sales. More signage, however, is not
always the answer. There’s an old adage in advertising that if you make everything
bold, nothing stands out. A number of stores would do well to heed this advice.
[George
Anderson – Moderator
]

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