oa Journal of Marketing - Point of Sale of (no) return!
Influencing shoppers along the path to purchase, therein motivating them to move in-store requires effective campaigns and mostly big budgets. Once this has been achieved, the store environment is in effect free-game where your customers are exposed to competitor tactics at a much lower cost. A sensible approach to compounding the marketing return requires proactive measures that change behaviour and place products in trolleys at POP (Point of Purchase), where it counts.
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