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A Game Plan for Point-of-Purchase Excellence – P2P Institute

Posted by Denis Clark on Tue, Feb 05, 2013

A Game Plan for Point-of-Purchase Excellence – Path to Purchase Institute

Strategies for cutting waste and improving execution in company-wide Point-of-Purchase (POP) efforts

This Path To Purchase Institute white paper underwritten by RockTenn in collaboration with A.T. Kearney examines strategies for cutting waste and improving execution in company-wide P-O-P efforts.

Please read the following executive summary and see why OnTrak Software is so excited about this research. One of our customers, a very large beverage distributor, is specifically mentioned on Page 11 of the whitepaper. The article mentions how they use SignTrak to streamline POP ordering and track sales information to increase profitability and capture market share.

Executive Summary

  • POP Marketing MeasurementMost CPG companies allow multiple internal groups with differing priorities to plan, develop and execute P-O-P, making the entire system difficult to manage and almost impossible to measure.

  • Senior management would save money by forming an in-house committee to plan and oversee P-O-P company-wide

  • Metrics are just as important to P-O-P programs as they are to the core business. Creating a feedback loop of program results will enhance ROI in future efforts.

  • Establishing deeper, long-term relationships with key suppliers can lead to P-O-P programs that are more cost-efficient, innovative and successful in building business.

  • Field sales must be held accountable for display execution through evaluation metrics, budget responsibility and incentive programs.

  • Marketers who've already implemented these recommendations report sales lifts of up to 12%, unit cost reductions as high as 45% and speed-to-market increases of up to 50%.

  • Those savings could be redeployed to better-conceived in-store efforts that are targeted more effectively

OnTrak’s Perspective

There are three reasons beverage distributors choose OnTrak Software.

  1. A single point-of-control for Print Shop Management including the ordering, production and placement of signs and menus, and Inventory Control and Asset Management of permanent signs and product samples

  2. Lower ordering and production expense for POP signs and displays, and tracking and management of both the cost of POP materials and the recovery of supplier marketing co-op dollars

  3. Measurement of the marketing effectiveness of POP marketing campaigns with OnTrak's Integrated Analysis and Reporting Tools

Click on the following link to download the full report:  A Game Plan for P-O-P Excellence

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Tags: POS Tracking Software, sign shop management, Marketing At-Retail, Path to Purchase Institute, point-of-purchase marketing, POP marketing