For decades point-of-purchase (POP) materials have assisted shoppers in their buying decisions with banners, posters and bins displayed across stores highlighting product features, benefits and offers.

With technological advancement and the proliferation of mobile devices, traditional POP is transforming, providing even greater opportunities for retailers to engage and inform shoppers at crucial points in their journey through a store.

One of the main impacts mobile shopping is having on retail marketing is that the line between sales channels is becoming distorted. High street retailers can no longer charge a premium as people can touch products, speak to staff, and get all the benefits of the high street, yet buy from a competitor online while still standing in store. This presents a multitude of challenges, but also opportunities, for retailers wanting to better engage their customers.

Retailers and brands should look to capitalise on this move and well executed, media rich POP provides the channel to do it. Linking POP material to online independent favourable reviews or educational videos that show the product in action are effective ways to provide an extra layer of engagement in store.

Other tactics to consider include offering an online price match pledge and integrating POP with social media, providing a way for people to share their experiences and extending your campaign reach.

QR codes play a core role in facilitating media rich POP, not forgetting other real-world digital interfaces such as augmented reality. We have been working with Sharps Bedrooms to introduce QR Codes in showrooms that lead to information videos online, which has helped them to create synergy and connect the in-store and online customer experience.

By reflecting in POP material the fact that shoppers are accessing the internet on mobile devices at the time of purchase in store, retailers can make the most of the opportunity and ensure they retain the sale.