P-O-P up in drugstores

Drugstore managers are using more point-of-purchase advertising in their stores than they were two years ago, citing it an effective way to drive sales, a new study says.The survey of 124 drugstore managers across the country found nine out of 10...

Drugstore managers are using more point-of-purchase advertising in their stores than they were two years ago, citing it an effective way to drive sales, a new study says.

The survey of 124 drugstore managers across the country found nine out of 10 of them are planning to use about the same amount or more permanent P-O-P in the future.

95% same or more

More than 95% of the managers plan to use the same amount, or more, promotional P-O-P.

Permanent P-O-P is intended for use for six months or more. Promotional P-O-P is intended for use for six months or less.

Pharmaceutical manufacturer Frank W. Horner, and the Point-of-Purchase Advertising Institute in Englewood, N.J. released the POPAI/Horner Canadian Drug Store Retailer Attitude Study recently.

The survey also found P-O-P use went up during the last two years, with 89.2% of managers using the same amount, or more, permanent P-O-P, and 94.8% of them using the same amount, or more, promotional P-O-P.

Store managers say p-o-p is the third most effective way to increase sales after store circulars and co-op advertising, the study reports.

P-O-P’s effectiveness differs by category, the survey reveals, working best with cold remedies and throat lozenges ahead of antihistamines, toothbrushes and toothpaste, antacids and laxatives and facial cosmetics.

Scanners

Scanning equipment, common in supermarkets, has yet to make major inroads in drug stores, the survey found.

Only 18.5% of managers are using scanners, although one-third of non-users are planning to install them in the near future.

The study costs $30 a copy for popai members and $150 for non-members.