The Point of Purchase, or P-O-P, is the instance a consumer arrives at the shelves to select a product of want or need. This moment is very important to brands as it can either solidify or persuade consumers away from competitors. Most research focuses on the affect advertising has on the P-O-P. Also, traditional P-O-P is often times affected by the product shelf placement due to brand-market negotiations. But, at what point does traditional product placement on the shelf and branding influence on consumers’ P-O-P psychology? Also, how has and will the mobile device culture change the consumer's experience at the P-O-P?
These questions are what I intend to research for my final project. I believe the psychological implications of the traditional P-O-P are in transition due to the new purchasing and interactive capabilities of mobile devices. I want to pull on best practices of the new mobile campaigns performed from major brands such as Procter & Gamble in order to see how this is affecting and changing the P-O-P experience. I intend to look at how QR-Codes are being integrated into these digital campaigns as well as into the traditional marketing aspects (branding, OOH, & print advertising). Moreover, I hope to research how mobile app designers are utilizing GPS as a means of delivering discounts, advertisements, etc. to consumer the moment they walk through the market door. My intent is to discover the psychological and ethical implications of these new P-O-P mechanisms and how advertisers are finding synergy between the traditional and innovative.
For my final research project, I want to see how P-O-P is negotiated in the business, digital and the psychological spaces. The mobile culture has had an incredible leap due to the smart phone creation and it is time for more research to be done in this area. Also, the intersection of the digital and physical space in the context of mobile culture could not be better observed than at the P-0-P.