POP is an acronym for point of purchase. A point of purchase is used to tempt a shopper to make an impulse buy. Stores will usually put smaller accessory items near the till to give the shoppers something extra to think about buying before they get to the front of the line, this is known to increase sales by 30%. A good example of a store using point of purchase would be Victoria Secret and how all there cosmetics and lotions are placed near the till. The fixtures are also used to form the line ups which will direct the customers to look at the merchandise.
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