Marketing Communications

POINT-OF-PURCHASE COMMUNICATIONS 397

material can also inform consumers. Detailed information on a DVD recorder or a computer

can be shown on large displays, the store’s design may signal the intended target groups, or

an interactive display may help consumers decide on what kind of wine is best served with

certain meals.

In 2010 Shiseido installed an interactive terminal, the Digital Cosmetic Mirror, at the Takashimaya department store

in Shinjuku. The terminal instantly became world news as it was one of the first applications of augmented reality.

The mirror, which functions as a monitor, first scans a customer’s face and then shows the customer how colours

and shades of make-up would look on the customer. Thus, there is no longer any need to actually try the make-up

on. This not only saves the company a lot of money on samples, but also it is more convenient for the customer as

many more different shades can be tried on. Further, unlike other interactive tools, the Cosmetic Mirror gives

consumers also tailored recommendations.^57

Meanwhile, several companies have made use of augmented reality to facilitate consumers’ choice. IKEA, for

example, uses augmented reality codes on its flyers. Consumers often do not have a clue about how a certain piece

of furniture would fit into their home. The augmented reality codes on the flyers make it possible to embed life-size

3-D models of furniture onto a piece of paper, which could be envisaged through a digital or mobile phone camera.

Thus, the technique allows customers to literally bring the furniture into their home and to get a clear idea of which

model and which colour would result in a nice fit.^58

BUSINESS INSIGHT

Augmented reality in the store

Another objective of POP communications is to persuade consumers, to infl uence their

decision-making at the point of sale and to trigger impulse purchases. Finally, POP com-

munications serve to help with building an image, both of the retailer and the products sold.

In order to be able eff ectively to communicate the store, the products and the brands

off ered, market segmentation and a clear understanding of the characteristics of target groups

are essential components of a marketing communications strategy. For example, with fashion

clothing the most important attributes seem to be price, quality, product selection and service

off ered by the personnel.^59 However, diff erent target groups will prefer diff erent levels of these

characteristics. Knowing the exact preferences of the target groups is essential to fi ne-tune the

interior and exterior design of the store, the POP material present in the store, the product

assortment and the overall image of the store. For example, the fashion retailer catering to

wealthy women must design the store in a way that looks exclusive and expensive. On the

other hand, if you want to communicate that you have low prices and that consumers can get

bargains, it may not be a good strategy to have the products neatly arranged by size or colour.

A chaotic mélange and large price displays attracting bargain hunters like a magnet seem to

be a better strategy to communicate the bargain possibilities.^60

POP communications tools

In-store communications have an enormous potential impact on the consumer. Several studies

show that displays and shelf talkers are able to trigger purchase responses, sometimes even

when the price reduction is negligible.^61 Th erefore, POP material is receiving growing interest

and is used more and more oft en. Special product presentations on existing shelves, displays,

billboards and pallets are most oft en used, although also more sophisticated tools are becoming

popular (see below).

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