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Covid-19 impacts POP manufacturing
The PointofPurchase display market at a glance
The global Covid-19 crisis impacted print segments across markets and continents . The fast-moving consumer goods ( FMCG ) segment is no exception to this intercontinental trend that shutdown markets across the world in nationwide lockdowns following the brisk spread of the Coronavirus .
PRIYANKA TANWAR
According to a recent report by Research and Markets , the size of the international point-of-purchase ( POP ) display market was estimated at US $ 16.92 billion ( approximately Rs 1,27,170 crore ) and is expected to grow at a CAGR of 9.51 % to US $ 29.19 billion ( approximately Rs 2,19,392 crore ) at the end of the 5-year forecast period in 2026 .
The Asia-Pacific region is likely to grow at a steady pace in the current decade owing to the rapid increase in brand differentiation POP initiatives undertaken by local brands in an increasingly competitive retail space . Global enterprises are also expanding their geographical presence in these mushrooming markets .
The recent leap in the Indian retail segment has been identified as one of the prime factors that substantially affects the point-ofpurchase display manufacturing market in the country . The ongoing disturbance due to the Covid-19 crisis has also resulted in a marked increase in the display of sanitizers and masks at pharmaceutical outlets and grocery stores .
Rapid population growth , increasing disposable incomes , and the shift from rural areas to tier-I and tier-II cities account for other factors that are gradually contributing to this increase . Covid-19 induced some panic-driven stocking habits of consumers that also contributed to the increased sale of packaged goods .
As the lockdowns ends , desi customers have discovered a newfound fascination for Make in India products as there is a general perception that doing this would help revive the nation ’ s economy . The months after the first wave of the pandemic also saw a gradual shift from globalization to localization , with customers making a beeline for India-based brands . At the same time , there is the counter-trend of the eCommerce segment , now widely considered as a deterrent to the expansion of the point-of-purchase industry in the Indian subcontinent .
Point-of-purchase is a wellestablished marketing strategy aimed at impulse purchases by end-users . The random product displays and seemingly harmless signage at retail outlets is a covert science that the retail industry routinely shies away from . However , POPs help to rake in the moolah besides improving customer engagement levels . Experiential marketing tactics like an inviting display of free samples of food and cosmetic products and , or , engagement strategies such as complimentary greeting cards , discount coupons , and natural Covid- 19 prevention literature and immunity-boosting product catalogs that can be picked up , are a huge hit with buyers .
POP marketing is all about seizing the moment and POP displays come in a plethora of creative options including but not limited to freestanding displays , gravity feeds , end caps , clip strips , counter displays , floor displays , dump bins , and pallet displays . Paperboard , packaging foam , plastic , glass , and metal are widely employed in point of sale packaging solutions .
POP merchandising is also subtly
Paras Budhiraja , managing director , Paras Spices with the ingeniously designed Orika sprinkler POP display at the Paras Spices stall at FiHi India 2021 . Photo IPP
gaining traction as an alternative to exorbitant advertising and promotional campaigns . It has proved to be a lucrative reinforcement strategy that strengthens the brand image in the shoppers ’ minds in a practical manner . The same POP advertising solutions can be effectively employed to remind buyers about the brand for long durations of time .
The POP game plan can be gainfully applied to target niche segments such as pocket sanitizers and liquid soaps for the hypochondriacal or on-the-go needs of consumers in the wake of the Covid-19 scenario . At the same time , appealing spice displays can inspire home chefs looking to whip up a scrumptious meal at the drop of a hat .
Paras Spices ’ came up with an innovative POP exhibit for its Orika range of premium spices , seasonings , condiments , and marinades which it exhibited at the Fi-Hi India 2021 exhibition held in Delhi ’ s Pragati Maidan in October . Designed in the
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Indian Printer & Publisher | 1 March 2022