Marketing-ah hian POP hian eng nge a Entîr?

June 2024 khan Walmart chuan thuchhuah siamin retail industry kaltlangin ripples a thawn a: kum 2026-ah chuan electronic shelf label chu dawr 2,300-ah an roll out dawn a-chu chu US footprint zawng zawng chanve vel a ni.

He thutlukna hnuaia number awmte hian thawnthu a sawi a ni. Walmart dawr pakhatah hian thil 120,000 chuang a awm a ni. Digital label siam hma hian store pumpuiah man update-na atan associate pakhat chuan ni hnih vel a hmang thin. Tunah? Mobile app-a tap tlemte, building chhunga label zawng zawng chu minute tlemte chhungin a refresh vek.

Walmart-a SVP of Transformation & Innovation Greg Cathey chuan thumal a mince lo: "[DSLs] hi game-changer a ni a, kan store team-te nitin hnathawh pawh [an ti awlsam] a ni," a ti.

Mahse hei hi retail operation kalpui tu tan pawh ngaihnawm tak a ni: December 2022-a Forrester Consulting zirchianna atanga a lan dan chuan ESL system hian thla 18 chhungin effective takin a man a pe chhuak a, kum nga-a ROI za zela 277 a siam chhuak thei a ni.

Chu chu typo. 277% a ni lo.

Chuti a nih chuan POP marketing hi eng nge ni tak tak, engvangin nge hetiang hian a pawimawh a, kum engemaw zat kalta chhunga eng thil nge inthlak danglam a, chu chuan khawvela retailer lian ber berte chu hetiang taka nasa taka an kalpui chhan?

POP leh POS inkar a ni

He thu hi ka tawi zawngin ka sawi dawn a ni, a chhan chu dik tak chuan article tam zawkin a sawi chhuah aiin a awlsam zawk.

Restaurant ang maiin han ngaihtuah teh. POP hi menu board a ni a, burger thlalak juicy tak a awm a, chu chuan ril a ti na hle. POS hi i $12 latu cash register a ni. Pakhat chuan duhna a siam che a ni. Pakhat chuan i pawisa a la a.

Chu chu a ni tak zet a ni. Thil dang i hriat loh chuan: POP hi thutlukna siam chungchang a ni. POS hi transaction chungchang a ni.

Ngaihtuah Tih Tur Numbers

Alright, heng zinga pakhat tal hi a pawimawh tak tak em tih hi han sawi ila{0}}a chhan chu theory atan i lo kal lo tih ka hriat vang a ni. POP hian needle a ti che em tih hriat i duh a ni.

POPAI (tuna Path to Purchase Institute) hian kum 1965 atang khan shopper te nungchang an lo enfiah tawh a, kum 2012-a an Mass Merchant Shopper Engagement Study-ah chuan shopper 2,400 chuang an enfiah a, an thil hmuhchhuah chu hetiang hi a ni:Leina chungchanga thutlukna 76% chu-store-ah siam a ni, customer-te kawngka atanga an luh hma ni lovin.

Kum 2014 thleng khan chu chu a kai chho ta a ni82%mass merchant channel-ah te a awm bawk. Richard Winter, POPAI president chuan ka rilruah thil pakhat a sawi a, "Mass merchant shopper thenkhatin thil lei tur chungchanga thutlukna siam turin minute hnuhnung ber thleng an nghah kan beisei laiin, thil lei chungchanga thutlukna 82% chu dawr chhunga siam a nih thu kan hmuchhuak a, mak kan ti tak zet a ni," a ti.

Chu chu second khat chhung chu pil lut rawh se. I dawr chhunga mi pakhat a rawn luh chuan thil lei 10 zinga 8 aia tam chu lei theih a la ni. Chu pawisa hman zawng zawng chu TV ads, social media, influencer campaign-chu kawngka atanga mi a luh tir vek a ni, sure. Mahse thutlukna tak tak chu? Chu chu shelf-ah a thleng a ni.

Tin, candy bar leh gum chauh kan sawi lo. POPAI zirchianna chuan category hrang hrangah a then a:

Candy & gum: 89% in-store thutlukna rate

Vun enkawl dan: 83%

Ran vulh tur mamawh: 81%

Wine leh spirits: 79% a ni.

Miten an zirchian hmasak nia i ngaih category-te pawh-skincare, pet food-store decision rates lian tak an la nei tho.

Hetah hian number dang ngaihnawm ka tih chu a awm a: brand bik tarlanna display pakhat-store-a a awm lai khan, nearlyThil lei 6 zinga 1chu category-ah chuan chu brand-ah chuan a kal ta a ni. Product a tha zawk vang ni lovin. A man tlawm zawk vang a ni lo. A nih vang mai mai a nikawng dik taka hmuh theih.

POP A Hnathawh Chhan: Psychology I Hman Tak Tak

Okay, chuvangin data chuan POP a pawimawh tih a sawi. Mahseengati nge? Shopper thluak-a thil thleng tak tak, display emaw, sign emaw pakhatin an nungchang a thlak danglam tir?

Hei hi shopper-te’n an hman thin mental shortcut pathum ah ka then dawn a ni-a pawimawh zawk chu, engtin nge i POP chu heng shortcut te hi anmahni dodal lovin, heng shortcut te nena thawk ho thei tura i design theih ang tih hi a ni.

Cognitive Load tihziaawmna

American supermarket pangngai chuan SKU 30,000 leh 50,000 inkar vel a phur a ni. Chu chu second khat tal han ngaihtuah teh. Product hrang hrang sang sawmnga, ngaihven hlawh tura inel vek.

I thluak hian taksa lamah a evaluate thei lo. Lazy a ni lo-constraints hnuaia operate mai a ni. Chuti a nih chuan eng nge a tih? A cheat thin. "Hei hi i ngaihven tlak a ni" tih signal a zawng a, thil dang zawng zawng a ngaihsak lo.

Eng nge signal anga chhiar?

A chhehvel atanga rawn chhuak rawng chi hrang hrang

A dang aiin a price callout lian zawk

Movement-eng thil pawh che thei

Position-eye level hian bottom shelf aiin 35% in ngaihven a hlawh zawk

Kum 2019-a zirchianna pakhat tihchhuahah chuan...Journal of Retailing chungchang a nithil ngaihnawm tak a hmuchhuak. Store-te chuan clear visual hierarchy signage-basically, eng nge en hmasak ber tur tih a chiang hle-shoppers-te sum hman dan an hmu a23% in hun a tlem zawk. Mahse hetah hian kicker chu a awm: chutiang dawr neitute ngei chuan an reportsatisfaction score sang zawk a awm, leh an nihna takah chuana lei tam zawk.

Chu chu inhnialna a ni lo. An zawn atanga an chau loh avangin an lei tam zawk. Shopping awlsam zawka an hriat avangin an hlim zawk.

Hei hi reframe pawimawh tak a ni: POP tha tak chu mi bum a, an duh loh thil lei a ni lo. Mi buai tak takte chu duhthlanna awlsam zawka an kalpui theih nan tanpui hi a ni. Cognitive load i tihtlem chuan service i pe tihna a ni.

Chuti a nih chuan hei hian i display-te tan eng nge a awmzia?

Thu belhchian dawl zawk add suh. Subtract rawh.I POP-a element zawng zawng hian hmun an chang vek tur a ni. Logo, product hming, man, barcode, promotional message, leh legal disclaimer nei tag i neih chuan-i tam lutuk. Shopper mit chu a bounce off ang a, a chhan chu hierarchy a awm lo va, "hetah hian en hmasa phawt rawh" tih chiang tak a awm lo.

Visual interruption siam rawh.Signal anga register tur chuan i display chu a chhehvel nen a danglam a ngai a ni. Shelf nen a rawng inang em? Hmuh theih loh. Thil dang zawng zawng nen a size inang em? Hmuh theih loh. Contrast i mamawh a ni.

Mit level hi real estate a ni. Fimkhur takin hmang rawh.Premium shelf position i pek a nih chuan a hralh chhuak thei product-ah chuan hmang ral suh. I launch thar chu chutah chuan dah rawh. I item sang ber-margin chu chutah chuan dah rawh. Ṭanpui ngai thil chu chutah chuan dah rawh.

Loss Aversion tih hi a ni

Mi tam zawk mak ti thei number pakhat chu hetiang hi a ni: mihringte hian thil engemaw hloh avanga hrehawmna kan nei thina let hnih zetin a nasa zawkthil pakhat hlawh chhuah nuam tihna angin.

Hei hi marketing fluff a ni lo. Kahneman leh Tversky te Prospect Theory chungchanga an hnathawh atang a ni-chumi avang chuan Nobel Prize an dawng a ni. He zirchianna hi culture leh context hrang hrangah vawi za tam tak tih nawn leh a ni tawh a ni.

Retail setting-ah hian eng nge a awmzia?

"Save $5" leh "Save $5 in miss suh" tih te hi thuchah inang lo tihna a ni. Shopper thluak nen chuan an danglam vek niin an hria.

"Save $5" tih hi gain a ni. A lawmawm khawp mai. Positive tak a ni.

"Vawiin chauh hian savings-$5 hloh suh" tih hi hloh theih a ni. I thluak chuan chu chu hetiang hian a chhiar a: ka che lo a nih chuan thil ka hloh a ni. Tin, chu chuan lungawi lohna dik tak-grade hniam-grade lungkhamna a siam a, chu chu thil chu i lei emaw, i kal bo emaw hma loh chuan a reh lo.

Tunah chuan, hetah hian fimkhur ka duh a, a chhan chu hei hi hman dik loh theih a nih vang a ni. I dawr chhunga sign pakhat zelah "LIMITED TIME! DON'T MISS OUT!" hna a thawk tawh lo. Shopper-te chuan an tune out a, a pawi zawk chu manipulated niin an inhria a, rinna an hloh bawk.

A pawimawh ber chu specificity leh honesty a ni.

"Vawiin chauh" hi a takah chuan vawiin chauh a nih a ngai

"While supplies last" tih hi supply a tlem tak tak hunah chauh a lang tur a ni

"Last chance" tih hian a takah chuan chance hnuhnung ber a ni tihna a ni

Urgency dik taka i hman chuan, miten thutlukna siam tura an tihkhawtlai theihna tur dik tak i puih avangin a mawi hle a ni. Rinawm lo taka i hman chuan-thla thum chhung zet "final sale" tih chhinchhiahna i kalpui chuan-i customer te chu i ngaihsak lo turin i zirtir thin.

Concrete number hian percentage a phak lo."Save $15" tih hi "Save 15%" aiin a register rang zawk. Dollar zat chu hmuh theih nghal a ni a; percentage chuan mental math a mamawh a ni. Percentage discount i tih chuan dollar zat hi a tlem berah add la: "15% off - He thil hi $15 save rawh."

Deadline hi a bik taka siam a ngai a ni."Limited time" tih hian engmah a kawk tawh lo. "Ends Sunday 6PM" tih awmzia chu eng emaw tak a ni. Digital signage i hman chuan countdown tak tak entir rawh. Gimmicky angin a lang a, mahse data chuan a thawk tih a lantir fo-a chhan chu deadline a siam vang a nitak.

Engvangin Nge "Best Seller" Tags te hi Gold-a an rit zawng an phut

Shoppers te an chiang lo-leh shopper tam zawkin product tam zawk an hriat chian loh chuan-mi dangte thil tih dan clues an zawng thin.

Hei hi beram nungchang a ni lo. A nihna takah chuan rational tak a ni. Product pakhat chungchangah information famkim i neih loh a, midang sang tam takin an thlang tih i hmuh theih chuan chu chu data tangkai tak a ni.

"Best Seller" tih tag hian hna a thawk. "Staff Pick" tag hian hna a thawk. "#1 in Category" tih tag hian hna a thawk. Review leh star rating te hian hna a thawk.

Kum 2021-a Harvard Business School working paper chuan hei hi wine display hmangin a test a. "Most Popular in Store" tih ziak bottle-ah chuan a13.6% zetin hralhna a pungleh unlabeled control te nen a inthlau hle. Wine chu a inang vek a.

Chu chu lehkha leh thumal tlemte atanga 13.6% lift a ni. Discount a awm lo. Placement bik a awm lo. "Midangin hei hi an thlang" tih signal mai mai.

Mahse hetah hian retailer tam zawkin he thil hi an ti buai thin: engkim ah "Best Seller" tih tag an dah a, a nih loh leh best seller tak tak ni lo thilah an dah a, a nih loh leh "Staff Pick" tih hi engmah hriattirna awm lovin an dah bawkkhawistaff member emawengati ngean lo pickup ta a.

Social proof hian rintlak a nih chauhvin hna a thawk thei. Shoppers ten "Best Seller" hi data tak tak aiin marketing tactic mai a ni tih an hriat meuh chuan a thawk tawh lo.

A bik takin sawi rawh."Best Seller" tih hi a pawi lo. "Best Seller - 2,847 tun thla chhungin hralh a ni" tih hi a tha zawk. "Sarah's Pick - Hei hi zing tin ka hmang thin" tih hi a tha zawk a, a chhan chu mimal leh thil chiang tak a nih vang a ni.

Scarcity hi uluk takin hmang rawh."Only 3 left in stock" tih hi social proof chak tak a ni a, a chhan chu midangin an lei tawh tih a tilang a ni. Mahse thla tam tak chhung chu shelf-ah "Only 3 left" tih a lang reng a nih chuan rinna chu i tichhia a ni.

Review hi a pawimawh a, physical store-ah pawh.Tunah chuan retailer tam zawk chuan star rating an print a, shelf tag-ah review snippet an print bawk. Online tactic ang maiin a ri a, mahse physical store-ah pawh a thawk thei-a chhan chu psychology inang a nih vang a ni. Mite chuan midangte ngaihdan hriat an duh a.

IKEA, ALDI, leh An Hriat Tak Takte

Miten heng company te hi an zirchian hian ka hmuh loh thin nia ka hriat thil pakhat ka rawn share ang.

Mi zawng zawng hian IKEA showroom layout leh "forced path" genius chungchang an sawi vek. Mahse chu chu POP marketing tan chuan zirlai dik tak a ni lo. Zirna dik tak chu an price tag-ah a ni.

A dawt leha IKEA-a i awm leh hunah chuan product information an ziah dan hi ngun takin en rawh. I hmu lovang:

"KALLAX Shelf Unit - Particleboard laminate hmanga siam, 77x147 cm".

Hetiang hi i hmu ang:

"A tawp berah chuan, chutiang lehkhabu chhiar tur awmze neia i vawn zawng zawngte awmna hmun. KALLAX. $69."

A nih loh leh khum display-ah:

"800 thread count. I dam chhung hmun thuma ṭhena hmun khat muhilah i hman avangin-a nuam thei bawk."

Hei hi shelf level-a copywriting problem-solution a ni. Feature an list lo. Customer-in lungawi lohna a neih tawh chu an pawm a, resolution atan product chu an rawn present nghal a ni.

Hei hian cognitive load reduction-an rilru lam hna an thawh vangin hna a thawk a nitancustomer chu a ni. Shelf unit i duh chhan tur ngaihtuah tir che ai chuan: "Lehkhabu i nei khawm a. Hetah hian a solution chu a awm," an ti zawk che a ni.

ALDI hian a kalh chiah-a ti a, an ngaithlatute tan pawh a thawk tha ve tho.

ALDI signage hi brutally simple deuh mai a ni. Number dum lian tak tak a awm. An private label leh national brand te direct price tehkhin dan. Nunphung imagery a awm lo. Copy fing tak a awm lo. Chiah:

"ALDI SimplyNature Almond Butter: $4.99. National Brand: $8.49. Thil siamna atana hman tur inang. A label en rawh."

Engvangin nge hei hian hna a thawh? A chhan chu ALDI-a core customer chuan value-conscious shopper atan self-selected a nih tawh vang a ni. A man tlawm zawk a tha zawk tih hi an rilru hneh a ngai lo-chu chu an rin tawh avangin ALDI-ah an kal lut chiang hle. An mamawh chu a nifiahnaquality an hlan lo tih.

Side-by-side tehkhin hian chu finfiahna chu a pe nghal vek a ni. Social proof (national brand hi reference point a ni), loss aversion (national brand i lei chuan $3.50 i "hloh" tihna a ni), leh cognitive load reduction (i tan tehkhin a ni tawh) te hi chhinchhiahna khatah a awm vek a ni.

An pahnih atanga zir tur chu "copy IKEA" emaw "copy ALDI" emaw a ni lo. Hei hi a ni:i POP chu i customer-te kawngka atanga an kal hunah an rilru put hmang nen a inmil tur a ni.

IKEA customer te chu thil awm thei tur ngaihtuah chungin an thleng thin-.ka in chu eng nge ni thei ang?Chuvangin IKEA POP hian thil awm theiah thu a sawi.

ALDI customer te chu hlutna ngaihtuah chungin an lo thleng-.engzat nge ka khawlkhawm theih ang?Chuvangin ALDI-a POP hian tehkhin leh chhiarin thu a sawi.

I customer te chu i dawr an luh hian eng nge an ngaihtuah? I POP hian chu zawhna chu a chhang em ni, a nih loh leh thil dang a sawi vek em ni?

Static vs. Digital: A ni lo/A ni lo

Thil pakhat ka hmuh tam ber chu retailer-te’n an thlan a ngai nia an ngaih hi a ni: paper emaw digital emaw. All in on screens, a nih loh leh a hnathawh danah stick rawh.

Chu chu framing dik lo a ni.

Static POP a ni(paper tag, acrylic stand, hanging sign) hi a man tlawm a, deploy a rang a, electric a mamawh lo. Stable-price tan chuan low-consideration category-think spices, staples, basic commodities-paper hi duhthlanna man tlawm ber-effective ber a la ni reng. A thawk thei. A chhe lo siamthat chhan tur a awm lo.

Digital POP hmanga siam a ni(electronic shelf label, LCD screen, transparent display, kiosk) te hian flexibility leh speed a pawimawh hunah awmzia a nei. Ni khatah vawi tam tak man a inthlak em? Hmun 50-a sync nghal ngai promotion te? Video storytelling atanga hlawkna hmu thei high-margin product? Chutah chuan digital hian upfront cost sang zawk a hlawh chhuak thin.

Smart approach chu category-by-category allocation a ni:

Digital i ngaihtuah a nih chuan i store pumpui chu vawi khatah convert tum suh. I friction zone sang ber-a\\angin tan la rawh-a tlangpuiin department thar, promotional endcap, emaw seasonal display emaw a ni. Chu chu thil man inthlak danglamna a thlen tam berna hmun a ni a, chu chu chutah chuan labour savings a langsar ber a, ROI math pawh a finfiah awlsam ber tihna a ni.

Naktuk-a I Tih Theih Tak Thilte

Ka sawi zawh hmain, hmanraw thar mamawh lo thil tlemte-i thil tih tawh ang chiah chiah a ni.

A man lian zawk siam la, logo te zawk siam rawh.Shoppers te hian second 3-7 vel shelf-ah an awm thin. An zawhna hmasa ber chu "engzat nge?"-"eng brand nge?" Supplier-te pek POP material tam tak chuan logo hma leh laiah an dah a, a chhan chu brand manager-te chuan logo hmuh theihna an ngaih pawimawh vang a ni. Mahse, dawr neitute chuan an ti lo. Thu sawi tur i neih chuan logo size 2x tal price chu push rawh.

"Save $X" hian "X% off" a hneh.Concrete number hian percentage aiin a register rang zawk. Kahneman-a zirchianna hian hei hi a thlawp tlat a ni. Tunah hian i promo sign-ah "15% off" tih a awm a nih chuan "Save $15" tih test tum la, eng nge thleng tih en rawh.

Shoppers hreh tak takte tan default option pe rawh.Shelf-ah SKU panga i nei a, pakhat emaw pahnih emaw-ah sales concentrate i neih chuan, a lar ber chu mark-in, thutlukna siam lo shopper-te chu ṭanpui rawh. "Store's 1 Seller" emaw "Most Popular Choice" emaw hian duhthlanna dik lo thlang tura lungkhamna a ti bo. Tumah i manipulate lo-an thutlukna siam turin i pui a ni.

Promotion tin hian deadline dik tak a mamawh a ni."Special Price" hian hmanhmawhthlakna zero a nei. "Special Price - Pathianni a tawp" tih hian hmanhmawhthlak tak a nei. Digital signage i hman chuan countdown clock tak tak entir rawh. Paper a nih chuan a tlem berah a tawp hun chu print rawh.

Thlalak lian zawk

Second khat tal zoom out ila.

Global ESL shipment hian Q3 2024. khan unit maktaduai 100 a tichhia a, kum 2025 kum chanve hmasa berah khan chu chu maktaduai 300 vel a ni{4}}kum khat chhungin 211.4% zetin a pung a ni. Grand View Research chuan kum 2024 chhung hian $tld 1.85 vel a nih thu an chhut a, kum 2033-ah chuan $tld 7.54 a tling pha dawn niin an chhut.

Walmart deployment hian hei hi a tichak hle a, mahse signal zau zawk chu he wave hian retailer dangte zingah pawh adoption a fuih beisei a ni.

Chu chuan i tân eng nge a awmzia? Dik tak chuan i dinhmunah a innghat. "Mi zawng zawngin kan ti vek" tih hi sum senna chhan rapthlak tak a ni. Mahse, i buaipui a nih chuan:

Price inthlak danglamna hian kar tin floor labor a ei zo vek

Pricing error avanga customer complaint awm thin

Nangmah aiin an dawr chu tunlai zawka lang inelna neitute

Promotions te chu logistically painful tak tak a ni

...chuti a nih chuan number tal run pawh a phu mai thei.

Wrapping Up a ni

POP marketing hi a buaithlak lo. A bulpui berah chuan hei hi a ni mai:customer pakhatin lei a tum lai takah chuan, a ni tih chhan pe rawh.

Chu chhan chu price (ALDI) a ni mai thei. Lifestyle (IKEA) pawh a ni thei. Efficiency (Walmart) a ni mai thei. Psychology chu a inang vek-cognitive load tihtlem la, leverage loss aversion tih tlem la, social proof pe rawh-mahse execution chu i customer rilru nen a inmil tur a ni.

Hardware-paper, e-ink, LCD, eng pawh-chu carrier chauh a ni. Thuchah hi a pawimawh ber a ni. Chu chu dik takin hmu hmasa phawt ang che.

I dinhmun atana digital POP hi eng ang nge a nih theih tih hmanga sawi i duh a nih chuan, emaw, sum leh pai lama awmzia a nei em tih sanity-check mai mai i duh chuan,kan hlim hle mai. Obligation a awm lo. A châng chuan a chhanna chu "tunah chuan lehkhaah stick rawh," tih a ni a, chu chu a dik a nih chuan kan hrilh ang che.

 

Browse duh chuan quick links a awm

 

Electronic Shelf Label te a awm bawk
E-ink, kum 2.66" atanga 7.3", 5+ battery a ni

LCD Shelf a awm a
28" atanga 49.5", hmai pakhat emaw, pahnih emaw-hmêl

Screens langtlang tak tak a awm
27x10" leh 42x23", touch optional a ni

Mahni-Service Kiosk te
Touchscreen terminal a awm bawk