Screen Printing - February/March 2013 - (Page 22)

xxxxx P-O-P Primer this discussion centers on forward-looking best practices for producing effective p-O-p campaigns and examines the value of forging valuable partnerships with customers and suppliers. Dan pratt Pratt Visual Solutions In the world of graphics manufacturing, how does one define P-O-P, besides using the words point-of-purchase? Perhaps the most effective way to define this fluid and ever-changing category is Shopper P-O-P, the eight-feet-andbelow-eye-level signage—programs that must immediately draw shoppers to a particular product or brand. P-O-P means connection, education, and action. P-O-P programs take on various forms inside the retail space, from meaningful shelf- mounted, static signs to creating engaging experiences with integrated, dynamic displays. Effective P-O-P providers work hand in hand with retailers and product-brand managers to anticipate customer needs, develop solutions to capture customer attention and gain customer loyalty, and ultimately deliver increased market share through innovative, effective, and targeted merchandising, promotional, and seasonal campaigns. 22 screenprinting Successful partnerships between providers and clients involve brand and consumer insights, creative design services, store-specific rollouts, value engineering, multifaceted print production, inventory management, distribution, and installation. It’s a shopper’s market It is no secret that retailers and manufacturers have had an ongoing power struggle when it comes to competing for space and choosing promotions. In more recent times, we have seen shifts within the marketplace that are forever changing the dynamics of the relationships between retailers and consumer product brand suppliers. Undoubtedly, it is a shopper’s market and, ultimately, the power starts and ends with the consumer. Despite the online shopping component infringing on

Table of Contents for the Digital Edition of Screen Printing - February/March 2013

Screen Printing - February/march 2013
Contents
Editorial Insights
New Products
Increasing Your Profit
Image Enhancement: Better Files, Cost Savings
Prime Prints
P-O-P Primer
Making the Cut
Shoptalk
Industry Update
Distributor/Dealer Directory
Opportunity Exchange
Advertising Index

Screen Printing - February/March 2013