POP sawv rau dab tsi hauv kev lag luam?

Thaum Lub Rau Hli 2024, Walmart tau tshaj tawm uas xa cov ripples los ntawm cov khw muag khoom lag luam: lawv tab tom dov tawm cov ntawv txee hluav taws xob rau 2,300 lub khw muag khoom los ntawm 2026-uas yog kwv yees li ib nrab ntawm lawv tag nrho Asmeskas cov hneev taw.

Cov lej tom qab qhov kev txiav txim siab no qhia ib zaj dab neeg. Ib lub khw Walmart nqa ntau dua 120,000 khoom. Ua ntej cov ntawv digital, hloov kho cov nqi thoob plaws hauv lub khw tau siv sijhawm li ob hnub. Tam sim no? Ob peb kais ntawm lub mobile app, thiab txhua daim ntawv lo hauv lub tsev rov ua dua tshiab hauv feeb.

Greg Cathey, Walmart's SVP of Transformation & Innovation, tsis tau mince cov lus: "[DSLs] tau ua si - hloov pauv thiab [lawv ua kom yooj yim] cov haujlwm niaj hnub ntawm peb pawg khw."

Tab sis ntawm no yog qhov ua rau qhov txaus siab rau txhua tus neeg ua haujlwm muag khoom: raws li kev tshawb fawb txog Lub Kaum Ob Hlis 2022 Forrester Consulting, ESL system tau them nyiaj rau nws tus kheej li ntawm 18 lub hlis thiab ua rau tsib xyoo -ROI ntawm 277 feem pua.

Qhov ntawd tsis yog typo. 277%.

Yog li dab tsi yog POP kev lag luam, vim li cas nws tseem ceeb npaum li cas, thiab dab tsi tau hloov pauv hauv ob peb xyoos dhau los uas ua rau cov khw muag khoom loj tshaj plaws hauv ntiaj teb txav mus rau qhov hnyav?

POP vs POS

Kuv yuav khaws qhov luv luv no vim hais ncaj ncees, nws yooj yim dua li feem ntau cov ntawv ua suab nrov.

Xav txog nws zoo li lub tsev noj mov. POP yog cov ntawv qhia zaub mov nrog cov duab burger muaj kua uas ua rau koj tshaib plab. POS yog lub npe nyiaj ntsuab uas siv koj li $12. Ib qho ua rau koj xav tau. Ib tug yuav siv koj cov nyiaj.

	POP	POS
Txoj hauj lwm	Kom lawv xav tau	Kom lawv them rau nws
Qhov twg	Aisles, txee, endcaps	Checkout txee
Cov cuab yeej	Displays, signage, screens	Sau npe, daim npav nyeem ntawv

Qhov ntawd yog txhua yam muaj rau nws. Yog tias koj tsis nco qab dab tsi ntxiv: POP yog hais txog qhov kev txiav txim. POS yog hais txog kev lag luam.

Cov Naj Npawb Uas Yuav Tsum Tau Them Rau Koj

Zoo, cia peb tham txog seb qhov no puas tseem ceeb -vim kuv paub tias koj tsis nyob ntawm no rau txoj kev xav. Koj xav paub yog tias POP txav lub koob.

POPAI (tam sim no Path to Purchase Institute) tau taug qab tus cwj pwm ntawm cov neeg yuav khoom txij li xyoo 1965. Lawv 2012 Pawg Neeg Ua Lag Luam Kev Lag Luam Kev Sib Koom Tes tau pom ntau dua 2,400 tus neeg yuav khoom, thiab ntawm no yog qhov lawv pom:76% ntawm kev txiav txim siab yuav khoom tau ua hauv -kho, tsis yog ua ntej cov neeg muas zaub taug kev los ntawm lub qhov rooj.

Los ntawm 2014, tus lej ntawd nce mus rau82%nyob rau hauv pawg tub luam channel. Richard Winter, POPAI tus thawj tswj hwm, tau hais qee yam uas cuam tshuam nrog kuv: "Thaum peb xav tias qee cov tub lag luam loj tau tos txog thaum kawg los txiav txim siab yuav khoom, peb xav tsis thoob tiag tiag kom pom 82% ntawm kev txiav txim siab yuav khoom hauv khw."

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Cia qhov ntawd tso rau hauv ib pliag. Ntau tshaj 8 ntawm 10 qhov kev yuav khoom tseem tuaj yeem tau txais thaum ib tus neeg taug kev hauv koj lub khw. Tag nrho cov nyiaj uas siv rau hauv TV tshaj tawm, kev tshaj tawm xov xwm, kev tshaj tawm cov neeg muaj kev cuam tshuam - nws tau txais tib neeg los ntawm lub qhov rooj, paub meej. Tab sis qhov kev txiav txim tiag tiag? Qhov ntawd tshwm sim ntawm lub txee.

Thiab nws tsis yog khoom qab zib thiab cov pos hniav peb tab tom tham txog. Txoj kev tshawb fawb POPAI tsoo nws los ntawm qeb:

Khoom qab zib & cov pos hniav: 89% hauv - tus nqi txiav txim siab hauv khw

Kev tu tawv nqaij: 83%

Cov khoom siv tsiaj: 81%

Caw & cawv: 79%

Txawm tias cov pawg koj xav tias tib neeg tshawb fawb ua ntej -kev tu tawv nqaij, zaub mov tsiaj- tseem muaj ntau heev hauv - cov nqi txiav txim siab hauv khw.

Nov yog lwm tus lej uas kuv pom tau ntxim nyiam: thaum cov zaub uas muaj lub npe tshwj xeeb tau tshwm sim hauv - khw, ze li ntawm1 ntawm 6 kev yuav khoomhauv qeb ntawd mus rau lub hom phiaj ntawd. Tsis yog vim cov khoom zoo dua. Tsis yog vim nws pheej yig dua. Tsuas yog vim nws yogpom nyob rau hauv txoj kev yog.

Vim Li Cas POP Ua Haujlwm: Lub Psychology Koj tuaj yeem siv tiag tiag

Okay, yog li cov ntaub ntawv hais tias POP tseem ceeb. Tab sisvim li cas? Dab tsi tshwm sim hauv tus neeg yuav khoom lub hlwb uas ua rau pom lossis kos npe hloov lawv tus cwj pwm?

Kuv yuav rhuav tshem qhov no mus rau peb txoj kev puas siab puas ntsws uas cov neeg yuav khoom siv - thiab qhov tseem ceeb tshaj, koj tuaj yeem tsim koj POP ua haujlwm nrog cov shortcuts es tsis txhob tawm tsam lawv.

Cognitive Load Reduction

Qhov nruab nrab American supermarket nqa qhov chaw ntawm 30,000 thiab 50,000 SKUs. Xav txog qhov ntawd rau ib pliag. Tsib caug txhiab cov khoom sib txawv, txhua tus sib tw rau kev mloog.

Koj lub hlwb lub cev tsis tuaj yeem ntsuas txhua tus. Nws tsis yog tub nkeeg-nws tsuas yog ua haujlwm raws li kev txwv. Yog li nws ua li cas? Nws dag. Nws saib rau cov cim uas hais tias "qhov no tsim nyog koj saib" thiab tsis quav ntsej txhua yam ntxiv.

Dab tsi suav ua lub teeb liab?

Ib qho txaws ntawm cov xim uas tawg los ntawm ib puag ncig

Tus nqi callout uas loj dua lwm tus

Movement-txhua yam uas txav

Txoj hauj lwm- qhov muag theem tau txais 35% ntau dua qhov siab dua li hauv qab txee

Ib txoj kev tshawb fawb 2019 luam tawm nyob rau hauvPhau ntawv Journal of Retailingpom ib yam dab tsi nthuav. Cov khw muag khoom uas siv qhov pom kev pom tseeb hierarchy kos npe- hauv paus, ua kom pom tseeb tias yuav saib dab tsi ua ntej- pom cov neeg yuav khoom siv23% tsawg dua lub sijhawm tshawb nrhiav. Tab sis ntawm no yog tus ncaws pob: cov tib neeg yuav khoom tau tshaj tawmcov qhab nias siab dua, thiab lawv ua tauyuav ntau dua.

Qhov ntawd tsis yog qhov tsis sib xws. Lawv yuav ntau dua vim lawv tsis qaug zog los ntawm kev tshawb nrhiav. Lawv zoo siab dua vim kev yuav khoom yooj yim dua.

Qhov no yog ib qho tseem ceeb reframe: zoo POP tsis yog hais txog dag cov neeg mus yuav khoom lawv tsis xav tau. Nws yog hais txog kev pab cov neeg tsis txaus siab nrhiav kev xaiv tau zoo dua. Thaum koj txo qis kev txawj ntse, koj tab tom muab kev pabcuam.

Yog li qhov no txhais li cas rau koj cov khoom?

Tsis txhob ntxiv cov ntaub ntawv ntxiv. Tshem tawm.Txhua yam ntawm koj POP yuav tsum tau txais nws qhov chaw. Yog tias koj tau txais ib daim ntawv nrog lub logo, cov khoom npe, tus nqi, barcode, lus tshaj tawm, thiab tsis lees paub raws cai- koj tau ntau dhau. Tus neeg yuav khoom lub qhov muag yuav tawm ntawm nws vim tias tsis muaj hierarchy, tsis meej "saib ntawm no ua ntej."

Tsim kom pom kev cuam tshuam.Koj cov zaub yuav tsum saib txawv ntawm nws ib puag ncig kom sau npe ua lub teeb liab. Tib xim li lub txee? Pom tsis pom. Tib qhov loj li txhua yam? Pom tsis pom. Koj xav tau qhov sib txawv.

Qhov muag theem yog vaj tse. Siv nws ntse.Yog tias koj tab tom them rau cov nqi txee nqi, tsis txhob nkim nws ntawm cov khoom muag nws tus kheej. Muab koj lub tso tawm tshiab rau ntawd. Muab koj qhov siab tshaj plaws - cov khoom margin nyob ntawd. Muab qhov uas xav tau kev pab rau ntawd.

Loss Aversion

Nov yog tus lej uas tseem ua rau tib neeg xav tsis thoob: tib neeg hnov qhov mob ntawm kev poob ib yam dab tsi txogob zaug li mob siab rauraws li kev txaus siab tau txais tib yam.

Qhov no tsis yog kev lag luam fluff. Nws yog los ntawm Kahneman thiab Tversky txoj haujlwm ntawm Prospect Theory-lawv yeej Nobel nqi zog rau nws. Cov kev tshawb fawb tau rov ua dua ntau pua zaus thoob plaws ntau haiv neeg thiab cov ntsiab lus.

Qhov no txhais li cas hauv qhov chaw muag khoom?

Nws txhais tau tias "Txuag $ 5" thiab "Tsis txhob nco $ 5 hauv kev khaws cia" tsis yog tib cov lus. Lawv xav tias txawv kiag li rau tus neeg yuav khoom lub hlwb.

"Txuag $ 5" yog qhov nce. Nws zoo. Nws yog qhov zoo.

"Tsis txhob nco $5 hauv kev khaws cia- hnub no nkaus xwb" yog qhov poob. Koj lub hlwb nyeem tias: yog kuv tsis ua, kuv poob ib yam dab tsi. Thiab qhov ntawd ua rau muaj kev tsis xis nyob tiag tiag - qib qis - kev ntxhov siab uas tsis daws kom txog thaum koj yuav khoom lossis taug kev mus.

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Tam sim no, kuv xav kom ceev faj ntawm no vim tias qhov no tuaj yeem siv tsis raug. Yog tias txhua qhov kos npe hauv koj lub khw qw "Tsim sijhawm! Tsis txhob plam!" nws tsis ua haujlwm. Cov neeg yuav khoom kho nws tawm, lossis qhov phem dua, lawv xav tias tswj hwm thiab poob kev ntseeg siab.

Qhov tseem ceeb yog qhov tseeb thiab kev ncaj ncees.

"Hnub no nkaus xwb" yuav tsum yog hnub no nkaus xwb

"Thaum cov khoom siv kawg" yuav tsum tshwm sim thaum cov khoom siv tsuas yog txwv

"Lub caij nyoog kawg" txhais tau tias nws yog lub caij nyoog kawg

Thaum koj siv ceev ceev, nws ua haujlwm zoo nkauj vim tias koj pab tib neeg txiav txim siab tias lawv yuav txwv tsis pub ncua. Thaum koj siv nws tsis ncaj ncees lawm - khiav "muag kawg" kos npe rau peb lub hlis ncaj-koj qhia koj cov neeg siv khoom kom tsis quav ntsej koj.

Cov zauv feem pua."Txuag $ 15" sau npe sai dua "Txuag 15%." Tus nqi duas yog tam sim ntawd pom tau; qhov feem pua yuav tsum tau ua lej lej. Yog tias koj tab tom ua ib feem luv nqi, tsawg kawg ntxiv tus nqi ntxiv: "15% tawm - Txuag $ 15 ntawm cov khoom no."

Hnub kawg yuav tsum yog qhov tshwj xeeb."Limited time" txhais tsis muaj dab tsi ntxiv lawm. "Hnub Sunday 6 teev tsaus ntuj" txhais tau tias qee yam. Yog tias koj siv digital signage, qhia qhov tseeb countdown. Nws suab gimmicky, tab sis cov ntaub ntawv tsis tu ncua qhia tias nws ua haujlwm -vim nws ua rau hnub kawgtiag.

Vim li cas "Tus Neeg Muag Khoom Zoo Tshaj" Cov Cim Tsim Nyog Lawv Qhov hnyav hauv Kub

Thaum cov neeg yuav khoom tsis paub meej-thiab cov neeg yuav khoom feem ntau tsis paub meej txog cov khoom lag luam feem ntau-lawv nrhiav cov lus qhia txog lwm tus neeg ua dab tsi.

Qhov no tsis yog yaj cwj pwm. Nws yog tiag tiag rational. Yog tias koj tsis muaj cov ntaub ntawv zoo meej txog ib yam khoom, thiab koj tuaj yeem pom tias ntau txhiab tus neeg tau xaiv nws, qhov ntawd yog cov ntaub ntawv tseem ceeb.

"Cov Neeg Muag Khoom Zoo Tshaj" tag ua haujlwm. "Cov neeg ua haujlwm xaiv" tag ua haujlwm. "#1 hauv Qeb" tag ua haujlwm. Kev tshuaj xyuas thiab kev ntaus hnub qub ua haujlwm.

A 2021 Harvard Business School daim ntawv ua haujlwm tau sim qhov no nrog cov cawv cawv. Lub raj mis sau "Ntau tshaj hauv khw" pom a13.6% kev muag khoom nqativ thaiv unlabeled tswj. Cov cawv txiv hmab zoo tib yam.

Qhov ntawd yog 13.6% nqa los ntawm ib daim ntawv thiab ob peb lo lus. Tsis muaj luv nqi. Tsis muaj chaw tshwj xeeb. Tsuas yog lub teeb liab uas hais tias "lwm tus neeg xaiv qhov no."

Tab sis ntawm no yog qhov uas cov khw muag khoom feem ntau cuam tshuam qhov no: lawv muab "Cov Neeg Muag Khoom Zoo Tshaj" tag rau txhua yam, lossis lawv muab tso rau ntawm cov khoom uas tsis yog cov neeg muag khoom zoo tshaj plaws, lossis lawv muab "Cov Neeg Ua Haujlwm Xaiv" yam tsis muaj qhov qhia txog.uasneeg ua hauj lwm los yogvim li caslawv khaws nws.

Social pov thawj tsuas yog ua haujlwm thaum nws ntseeg tau. Lub sijhawm cov neeg yuav khoom nkag siab tias "Tus Muag Khoom Zoo Tshaj Plaws" tsuas yog kev lag luam tawm tswv yim ntau dua li cov ntaub ntawv tiag tiag, nws tsis ua haujlwm.

Ua tshwj xeeb."Tus Muag Khoom Zoo Tshaj" yog lawm. "Tus Neeg Muag Khoom Zoo tshaj - 2,847 muag lub hlis no" yog qhov zoo dua. "Sarah's Pick - Kuv siv qhov no txhua tag kis" yog qhov zoo dua vim nws yog tus kheej thiab tshwj xeeb.

Ua tib zoo siv qhov tsis txaus."Tsuas yog 3 sab laug hauv Tshuag" yog cov pov thawj muaj zog hauv zej zog vim nws txhais tau tias lwm tus neeg tau yuav nws. Tab sis yog tias lub txee ib txwm qhia "Tsuas yog 3 sab laug" rau lub hlis kawg, koj tau tawg qhov kev ntseeg siab.

Kev tshuaj xyuas tseem ceeb, txawm nyob hauv khw muag khoom lub cev.Ntau cov khw muag khoom tam sim no tau luam tawm cov hnub qub kev ntaus nqi thiab tshuaj xyuas cov ntawv cim npe ntawm txee. Nws zoo li ib qho kev tawm tsam hauv online, tab sis nws ua haujlwm hauv khw muag khoom lub cev ib yam nkaus -vim nws yog tib yam kev puas siab puas ntsws. Cov neeg xav paub seb lwm tus xav li cas.

IKEA, ALDI, thiab Yam Lawv Ua Tiag Tiag

Cia kuv qhia qee yam uas kuv xav tias tau ploj lawm thaum tib neeg txheeb xyuas cov tuam txhab no.

Txhua leej txhua tus tham txog IKEA qhov chaw ua yeeb yam thiab lub tswv yim ntawm "txoj kev yuam kev." Tab sis qhov ntawd tsis yog zaj lus qhia tiag tiag rau POP kev lag luam. Cov lus qhia tiag tiag yog nyob rau hauv lawv cov nqi cim npe.

Lwm zaus koj nyob hauv IKEA, saib ze ze ntawm lawv sau cov ntaub ntawv khoom lag luam li cas. Koj yuav tsis pom:

"KALLAX Txee Chav - Particleboard nrog laminate tiav, 77x147 cm"

Koj yuav pom qee yam zoo li:

"Thaum kawg, qhov chaw rau tag nrho cov phau ntawv koj khaws lub ntsiab lus los nyeem. KALLAX. $ 69."

Los yog ntawm lub txaj pw:

"800 xov suav. Vim tias koj siv ib feem peb ntawm koj lub neej pw tsaug zog- tej zaum kuj yuav xis nyob."

Qhov no yog teeb meem -kev daws teeb meem copywriting ntawm txee. Lawv tsis teev cov nta. Lawv tau lees paub qhov kev ntxhov siab uas cov neeg siv khoom twb muaj thiab tam sim ntawd nthuav tawm cov khoom raws li kev daws teeb meem.

Qhov no ua haujlwm vim kev paub txog kev txo qis -lawv tab tom ua haujlwm ntawm lub hlwbrautus neeg siv khoom. Es tsis txhob ua rau koj paub tias vim li cas koj thiaj xav tau chav txee, lawv hais rau koj tias: "Koj muaj cov phau ntawv piling. Nov yog qhov kev daws teeb meem."

ALDI ua qhov txawv ntawm -thiab nws ua haujlwm zoo rau lawv cov neeg tuaj saib.

ALDI's signage yog yuav luag phem heev yooj yim. Cov lej dub loj heev. Tus nqi ncaj qha sib piv ntawm lawv cov ntawv ntiag tug thiab lub teb chaws hom. Tsis muaj kev ua neej nyob. Tsis muaj daim ntawv theej. Tsuas yog:

"ALDI SimplyNature Almond Butter: $ 4.99. Lub Tebchaws Hom: $ 8.49. Cov khoom xyaw tib yam. Kos daim ntawv lo."

Vim li cas qhov no ua haujlwm? Vim tias ALDI tus neeg siv khoom tseem ceeb twb tau tus kheej - xaiv raws li tus nqi - tus neeg yuav khoom paub. Lawv tsis tas yuav raug ntxias tias pheej yig dua yog qhov zoo dua -lawv tau taug kev mus rau ALDI meej vim lawv twb ntseeg lawm. Qhov lawv xav tau yogpov thawjtias lawv tsis txi zoo.

Sab -los ntawm- sab kev sib piv muab cov ntaub ntawv pov thawj tam sim ntawd. Nws yog cov pov thawj kev sib raug zoo (lub teb chaws hom yog cov ntsiab lus siv), poob aversion (koj "poob" $ 3.50 yog tias koj yuav lub teb chaws hom), thiab kev txawj ntse txo qis (qhov kev sib piv tau ua tiav rau koj) tag nrho hauv ib qho kos npe.

Cov lus qhia los ntawm ob qho tib si tsis yog "copy IKEA" lossis "copy ALDI." Nws yog qhov no:koj tus POP yuav tsum phim koj cov neeg siv khoom xav thaum lawv taug kev los ntawm lub qhov rooj.

IKEA cov neeg siv khoom tuaj txog xav txog qhov muaj peev xwm -kuv lub tsev yuav ua li cas?Yog li IKEA's POP hais lus hauv qhov muaj peev xwm.

ALDI cov neeg siv khoom tuaj txog xav txog tus nqi -Kuv yuav txuag tau npaum li cas?Yog li ALDI's POP hais lus sib piv thiab tus lej.

Koj cov neeg siv khoom xav li cas thaum lawv nkag hauv koj lub khw? Puas yog koj POP teb cov lus nug ntawd, lossis nws puas tham txog lwm yam nkaus?

Static vs. Digital: Tsis yog/los yog

Ib yam uas kuv pom ntau yog cov khw muag khoom xav tias lawv yuav tsum xaiv: ntawv lossis digital. Txhua yam ntawm cov ntxaij vab tshaus, lossis lo nrog qhov ua haujlwm.

Qhov ntawd yog qhov yuam kev.

Static POP(cov ntawv cim npe, acrylic stands, dai kos npe) yog pheej yig, ceev ceev, thiab tsis xav tau hluav taws xob. Rau qhov ruaj khov - nqe, qis - pawg txiav txim siab -xav cov txuj lom, staples, cov khoom siv yooj yim- ntawv tseem yog tus nqi tshaj plaws - kev xaiv zoo. Nws ua haujlwm. Tsis muaj laj thawj los kho qhov tsis tawg.

Digital POP(cov ntawv txee hluav taws xob, cov ntxaij vab tshaus LCD, cov duab pob tshab, kiosks) ua rau kev nkag siab zoo thaum hloov pauv thiab nrawm. Nqe hloov ntau zaus hauv ib hnub? Kev tshaj tawm uas yuav tsum tau sync thoob 50 qhov chaw tam sim? Siab - cov khoom lag luam uas tau txais txiaj ntsig los ntawm kev hais dab neeg video? Qhov ntawd yog qhov uas digital khwv tau nws tus nqi siab dua.

Txoj kev ntse yog qeb-los ntawm- faib qeb:

Qeb Profile	Pom zoo POP	Vim li cas
Tus nqi ruaj khov, tsis tshua muaj kev koom tes (steev, staples)	Ntawv	Pheej yig tshaj, txaus
Cov nqi hloov pauv tsis tu ncua (cov khoom tshiab, cov khoom txhawb nqa)	Electronic shelf labels	Kev txuag nyiaj ua haujlwm, raug
High - daim pib, xav tau kev kawm (kev tu tawv nqaij, hluav taws xob)	LCD cov ntxaij vab tshaus	Video thiab tsab ntawv tsa suab hloov dua siab tshiab
Premium showcase (jewelry, watches)	Cov duab pob tshab	Cov khoom nyob twj ywm pom, info overlays

Yog tias koj tab tom xav txog digital, tsis txhob sim hloov koj lub khw tag nrho ib zaug. Pib nrog koj qhov siab tshaj plaws - thaj chaw sib txhuam- feem ntau yog cov chaw tshiab, cov ntawv tshaj tawm, lossis cov khoom siv raws caij nyoog. Cov no yog cov chaw uas cov nqi hloov pauv feem ntau tshwm sim, uas txhais tau hais tias yog qhov chaw txuag nyiaj ntau tshaj plaws thiab ROI lej yog qhov yooj yim tshaj los ua pov thawj.

Tej Yam Koj Yuav Ua Tau Tag Nrho

Ua ntej kuv sau, ntawm no yog ob peb yam uas tsis tas yuav muaj cov cuab yeej tshiab -tsuas yog txoj hauv kev sib txawv rau qhov koj tab tom ua.

Ua tus nqi loj dua, lub logo me dua.Cov neeg yuav khoom siv sijhawm 3-7 vib nas this ntawm lub txee. Lawv thawj lo lus nug yog "ntau npaum li cas?"-tsis yog "hom dab tsi?" Ntau cov khoom lag luam-muab POP muab lub logo rau pem hauv ntej thiab nruab nrab vim tias cov thawj coj saib xyuas lub logo pom. Tab sis cov neeg yuav khoom tsis ua. Yog tias koj muaj lus hais hauv nws, thawb tus nqi tsawg kawg 2x qhov loj ntawm lub logo.

"Txuag $X" ntaus "X% tawm."Cov lej sau npe nrawm dua li feem pua. Kahneman txoj kev tshawb fawb thim qhov no. Yog tias koj daim ntawv tshaj tawm tam sim no hais tias "15% tawm," sim sim "Txuag $ 15" thiab pom tias muaj dab tsi tshwm sim.

Muab cov neeg yuav khoom tsis txaus siab rau qhov kev xaiv ua ntej.Yog tias koj tau txais tsib SKUs ntawm lub txee thiab muag muag hauv ib lossis ob, pab cov neeg yuav khoom tsis tau txiav txim siab los ntawm kev kos npe nrov. "Lub Khw 1 Tus Neeg Muag Khoom" lossis "Kev Xaiv Zoo Tshaj Plaws" tshem tawm qhov kev ntxhov siab ntawm kev xaiv tsis raug. Koj tsis yog tswj hwm leej twg -koj pab lawv txiav txim siab.

Txhua qhov kev txhawb nqa xav tau lub sijhawm kawg."Tus Nqi Tshwj Xeeb" tsis muaj qhov xwm txheej ceev. "Tus Nqi Tshwj Xeeb - Xaus Hnub Sunday" muaj qhov xwm txheej ceev. Yog tias koj siv digital signage, qhia lub moos tiag tiag. Yog tias daim ntawv, yam tsawg kawg luam tawm hnub kawg.

Daim Duab Loj

Cia peb zoom tawm ib pliag.

Kev xa khoom thoob ntiaj teb ESL tau tsoo 100 lab units hauv Q3 2024. Los ntawm thawj ib nrab xyoo 2025, tus lej ntawd tau ze li 300 lab- xyoo 211.4% -dhau - xyoo nce. Grand View Kev Tshawb Fawb kwv yees kev lag luam ntawm $ 1.85 nphom hauv 2024, kwv yees tias yuav ntaus $ 7.54 nphom los ntawm 2033.

Walmart txoj kev xa tawm yog tsav ntau qhov no, tab sis qhov dav dav yog tias nthwv dej no yuav tsum txhawb kom muaj kev saws me nyuam ntawm lwm cov khw muag khoom thiab.

Qhov ntawd txhais li cas rau koj? Ua siab ncaj, nws nyob ntawm koj qhov xwm txheej. "Txhua tus ua nws" yog qhov laj thawj txaus ntshai rau kev siv nyiaj. Tab sis yog tias koj tab tom cuam tshuam nrog:

Tus nqi hloov pauv noj ua haujlwm hauv pem teb txhua lub lim tiam

Tus nqi yuam kev ua rau cov neeg siv khoom tsis txaus siab

Cov neeg sib tw uas nws lub khw muag khoom zoo li niaj hnub dua li koj li

Kev txhawb nqa uas yog logistically mob siab rau ua

... ces tej zaum nws yuav tsim nyog tsawg kawg khiav cov lej.

Wrapping Up

POP kev lag luam tsis nyuaj. Hauv nws lub hauv paus, nws tsuas yog qhov no:thaum lub sijhawm tus neeg siv khoom txiav txim siab yuav, muab lub laj thawj rau lawv hais tias yog.

Yog vim li cas tej zaum yuav yog tus nqi (ALDI). Tej zaum nws yuav yog txoj kev ua neej (IKEA). Tej zaum nws yuav ua tau zoo (Walmart). Txoj kev puas siab puas ntsws yog tib yam -txo kev nkag siab, txo qis kev tsis txaus siab, muab pov thawj kev sib raug zoo-tab sis qhov kev ua tiav yuav tsum ua raws li koj cov neeg siv khoom xav.

Cov khoom kho vajtse- ntawv, e-ink, LCD, txawm li cas los xij - tsuas yog tus nqa khoom xwb. Cov lus yog qhov tseem ceeb. Tau txais qhov ntawd ua ntej.

Yog tias koj xav tham los ntawm qhov POP digital yuav zoo li cas rau koj qhov xwm txheej, lossis tsuas yog xav kom muaj kev noj qab haus huv -xyuas seb nws puas ua rau kev txiav txim siab nyiaj txiag,peb zoo siab los tham. Tsis muaj lub luag haujlwm. Qee lub sij hawm lo lus teb yog "kaw nrog daim ntawv tam sim no," thiab peb yuav qhia koj tias yog nws muaj tseeb.