El Material POP es todo aquel artículo promocional que un cliente puede retener y que sirve para que la publicidad se vuelva permanente. POP viene del inglés (Point of Purchase), que vendría a significar Material del punto de venta. Esto quiere decir que es el material promocional de todos los puntos de ventas.
Por ejemplo, si tenemos una empresa que se dedica a vender autos, cuando haya una feria de automóviles y te invitan a poner un stand, la empresa va con todo aquello que identifica a su empresa.
En el stand puedes entregar desde broshures, fotos, folletos, trípticos y hasta automóviles en miniatura (esto dependerá de tu presupuesto).
Todo lo que se pueda dejar tu cliente y que le sirva para recordar a tu empresa, es POP.
El Material POP y la EXHIBICIÓN forman parte de la estrategia la aplicación del MERCHANDISING en el establecimiento comercial en cualquier formato. Surge de la necesidad de brindarles mayor información a clientes que cada día están mejor informados. También para motivarlo a la compra aún sin presencia de vendedores.
Se define como el material utilizado para promover productos y/o servicios en el punto de venta (Display, cenefas, carteles, banderas, etc.); con lo cual la exhibición no podría ejercer gran parte de su función, es decir, ambas herramientas representan un valioso aporte al merchandising que se aplica en la sala de ventas de cualquier establecimiento comercial.
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