Why POP Audits are Beneficial
POP Audits are a comprehensive review of a retailer’s current in-store marketing program made from
the consumer’s point of view. The audits involve store rides to several store locations and provide critical feedback on consumer experience, store-level execution and overall impact of your POP program.
POP Audits can help you understand whether you are getting a return on your POP investment by answering the following questions:
Below are some of the key issues GSP reviews when conducting a POP audit.
Are signs designed in a way that will capture the consumers’ attention, clearly communicate the offering and not make the store look cluttered? For example,
if the promotion is price-driven, does the design highlight the price without cheapening the overall look of the store? Is POP clearly visible? Too often POP that looks good on a computer screen “blends in” when placed in stores. Are signs legible? Is the typeface sized properly and easy to read?
Are we using the best POP element and the best POP position for each offering? For example, are “traffic-building” promotions featured on outdoor POP? Are “up-selling” promotions featured on in-store POP? If the elements are not properly allocated, determine whether the process for assigning signs to offerings can be improved. If POP elements are not in the right positions, ask store associates how they know where to place elements. There are automation tools that can provide store-specific, illustrated placement guides for POP installation. Click here for more information.
POP KIT ACCURACY
Some POP kit errors are obvious: for example, a window sign promoting a product that is not available in the site. However a POP audit should include a deeper review to uncover less obvious inaccuracies such as POP overages. The auditor should look in the “back room” or even the dumpster to see if extra signs are going to stores. If so, the auditor should review the existing profile for the store to determine whether inaccurate data or inaccurate packing is causing the overage.
POP Audits provide key lessons for improvements, and are important to schedule on a routine basis. Providing feedback from the consumer’s point of view, audits help determine how effective your POP program is in the store, and identify opportunities for costs savings and ways to improve your ROI.