After many years working at grocery stores and other retailers, I wouldn’t think that I would be a sucker for Point of Purchase marketing. However, whenever I go into a Safeway to buy my groceries and am faced with a huge lineup, I start to look around. What I find are all the items that make me say “why didn’t I have this on my shopping list” and “well, I guess I can get it … this time”. In reality, I never need that pack of gum, and “this time” turns into everytime!
However, becuase the purchase price of these items are so small, even a starving student like myself can convince myself that I might as well buy it, even if the trade off is one less beer that evening (probably for the best!). What amazes me about Point of Purchase marketing is how effective it is even though most consumers know its purpose and try to not fall for it.
When I go into Safeway to buy my chicken breasts and broccoli for dinner, I’m not thinking of the newest issue of GQ magazine, though once I flip through a couple pages while waiting in line, why not buy it right?