The pluriannual POP Consulting experience in retail marketing is reflected in the attention addressed to the point of sale, which is becoming by now a real communication means and a crucial place for the purchase choices.

For assuring the realization of the most suitable commercial and marketing strategies, POP Consulting offers to its customers a consultants and researchers team, which is skilled in the following activities:

• Shopper understanding: analysis of the utilization modalities of the point of sale by the  consumer. The consultants and the researchers aim at the  knowledge of the consumers profile, of  their habits of selection, of their behaviour during the purchase act, of their relationship with a particular category or products (buy frequency, replacement ability between the products and the categories, and so on…) and with the point of sale in its whole.
• Shop analysis: the analysis and the specific observation of the sale point, considering  different rational and emotional aspects. The communication, the service perception, the utilization degree, the interaction with the staff, the products placement, the guidelines, the customer care, the check of the promotional initiatives (fidelity programs , collections, and so on…).
• Mystery shopper analysis: the evaluation of the whole sale point, from the order of the sale point to the service, ending with  the consumer behaviour, which is carryed out through surveys which are developed by “incognito” skilled researchers. The main objective of these surveys  is to study the service which is given to the customer, which is a fundamental element for its satisfaction.
• Analysis of the shops flows / interactions: the flux analysis allows to settle, considering the items chosen by the consumer, the hot points (high passage-stay of the consumers), the cold points of the sale point (low passage/stay of the consumers) and considering  the products with which the customer interacts mostly.
• Visibility analysis: aware of the importance of the visibility of the products and of the brands in the sale points, POP Consulting has been skilled  in the analysis of the actual situation of the point of sale, in terms of products  visibility, and is aiming at pointing out possible exhibition gaps, in order to identify guidelines on which settle the improvement actions.
• Analysis of the user area: analysis of the sale point influence area, of the consumers origin and of the cover of possible  advertising initiatives. Through innovative techniques of Geomarketing, the consultants can estimate the geographic origin of the prospective customer base of one or more points of sale, the possible addition of customers, the competitors grade of competition and the possibility of extending the area. These researches are suitable for working out valuations of the turnover and of the ideal dimensioning of the sale point, and for working out strategies of marketing and specific communication, that is to say, more effective.