Point of Purchase
Point of Purchase (POP) refers to the location and time where a customer makes their buying decision in a store. It includes displays, signs, and marketing materials placed near checkout areas or product displays to encourage last-minute purchases. When someone mentions POP in their resume, they're typically talking about their experience with in-store marketing, display design, or sales strategy. Similar terms include "Point of Sale" (POS) or "In-Store Marketing." This is an important concept in retail because it directly impacts sales and customer behavior at the crucial moment when purchasing decisions are made.
Examples in Resumes
Designed and implemented Point of Purchase displays that increased impulse sales by 25%
Managed POP marketing campaigns across 50 retail locations
Created innovative Point of Purchase and POS merchandising solutions that boosted sales
Coordinated seasonal Point-of-Purchase display rotations for national retail chain
Typical job title: "Visual Merchandisers"
Also try searching for:
Where to Find Visual Merchandisers
Professional Associations
Online Communities
Industry Resources
Example Interview Questions
Senior Level Questions
Q: How would you develop a company-wide POP strategy for a retail chain with 500 stores?
Expected Answer: Look for answers that discuss budget management, consistent branding, logistics of distribution, measuring ROI, and coordinating with multiple departments including marketing, sales, and store operations.
Q: Tell me about a time when you had to revamp an unsuccessful POP campaign.
Expected Answer: Candidate should demonstrate problem-solving abilities, data analysis skills, understanding of customer behavior, and ability to implement changes across multiple locations.
Mid Level Questions
Q: How do you measure the success of a Point of Purchase display?
Expected Answer: Should mention tracking sales data, customer engagement, before-and-after comparisons, and gathering feedback from store staff.
Q: What factors do you consider when designing a POP display?
Expected Answer: Should discuss customer traffic flow, store layout, brand guidelines, product visibility, durability, ease of maintenance, and seasonal considerations.
Junior Level Questions
Q: What is the difference between Point of Purchase and Point of Sale?
Expected Answer: Should explain that POP refers to where customers make buying decisions (anywhere in store) while POS specifically refers to where transactions occur (checkout area).
Q: What makes an effective Point of Purchase display?
Expected Answer: Should mention eye-catching design, clear messaging, proper placement, product accessibility, and how it encourages impulse purchases.
Experience Level Indicators
Junior (0-2 years)
- Basic display setup and maintenance
- Understanding of retail space layout
- Following planograms and display guidelines
- Basic merchandising principles
Mid (2-5 years)
- Display design and implementation
- Sales analysis and reporting
- Project coordination
- Vendor relationship management
Senior (5+ years)
- Strategic campaign planning
- Multi-store coordination
- Budget management
- Team leadership and training
Red Flags to Watch For
- No understanding of retail operations
- Lack of experience with visual merchandising basics
- Poor communication skills
- No knowledge of retail metrics or KPIs
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