n Packaging Review South Africa - The marketing power of the 'sweet spot' and research : point of purchase




Fourteen years ago, a study on consumer shopping behaviour by the Point-of-Purchase Advertising Institute (POPAI) already showed that 70% of all purchases made in supermarkets are unplanned. This in itself is not as significant as the fact that only 50% of marketing budgets were, at the time of the study, being allocated to POP, or Point of Purchase. Martin Rosen is the managing director of MegaVision Media, a company that specialises in POP. Previously marketing director of Pick n Pay for 12 years and managing director of Group Enterprise for five years, he says that generally, retailers in SA do not recognise the importance of the store as a third medium.


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