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Point of Purchase Marketing

Business English 01/12/2010

Facing a range of products and services undiversified, retailers must find effective ways to capture consumer attention and loyalty. Customers, for their part, increasingly value the fun, well-being and comfort of the point of purchase.
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Some retailers have realized that they could offer their customers, plus an assortment, an original experience of consumption which appeals to the senses and emotions of the consumer.
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Marketing point of purchase is a way to increase traffic and customer loyalty. It is all the marketing techniques deployed on a point of purchase used to increase its effectiveness. We can then view several areas of marketing point of purchase. It may be entertainment, advertising on the place of sale, point of sale arrangement, dramatization of the point of sale. It may also involve the use sensory marketing point of purchase. This type of technique is increasingly used and become the fashionable way to attract new customers.

The company ABERCROMBIE & FITCH is a perfect example of marketing point of purchase. In these points of purchase, all the senses are put to the test.

I- Abercrombie & Fitch : The American Way of Life

Abercrombie & Fitch is an American company founded in 1892 by David Abercrombie and Ezra Fitch. Initially this sports brand, characterized by its logo depicting an elk, was worn by dignitaries U.S.: John F. Kenny, Teddy Roosevelt, Dwight Eisenhower, Greta Garbo ... It was reserved for professionals, amateurs men outdoor sports. .
M Fitch wanting to increase business with the public, David Abercrombie sold his share disagreed with this strategy. That's when Fitch continued to expand the brand to a