How Can Point-of-Purchase Displays (PoPs) Be a Joint In- Store Marketing Tool? Toward a Shared Vision in Channel Relationships

Andrea Runfola, Marina Gigliotti, Francesco Rizzi and Luca Ferrucci

Micro & Macro Marketing, 2023, issue 1, 181-206

Abstract: This article investigates the role of Point-of-Purchase displays (PoPs) as an in-store marketing tool still largely unexplored in the current literature. It points out that PoPs are sources of cooperation/conflict between manufacturers and retailers, the main actors involved in the design and implementation phases. The paper answers the following research questions: Rq1) What are the areas of discussion concerning PoPs in the manufacturer-retailer relationship? Rq2) Which areas of discussion concerning PoPs in the manufacturer-retailer relationship are sources of cooperation and which sources of tension? The article presents a qualitative analysis based on 17 interviews with managers of leading manufacturers and retailers in Italy. Findings discuss the evolution, roles, life cycle, effectiveness and performance of PoPs. Based on a combined analysis of theory and empirical results, the paper discusses the two research questions and depicts convergence/divergence in manufacturers’ and retailers’ visions of PoPs

Keywords: Point-of-Purchase; display; channel relationships; retailing; in-store marketing (search for similar items in EconPapers)
Date: 2023
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