January '18

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rv-pro.com January 2018 • RV PRO • 123 M y November RV PRO column pro- vided some suggestions as to how you could enhance your industry exposi- tion and show experiences. One of the sugges- tions was to determine if the suppliers offered any point-of-purchase displays; and, to inquire as to the cost (if any) of these POP displays. For the intent of this month's column, let's assume that some of the suppliers with which you regularly do business offer point-of-purchase displays; and, that some are "free" while others might have a direct cost. As with several of my columns, there is an acronym related to these POP displays. This acronym is POP, which represents: • Price of the display • Objectives for using the display • Placement of the display Price of the Display This is an important factor when you con- sider whether to contract with a supplier that offers POP displays. What is the actual cost of the display? There are three iterations of the cost factor and these are: • Free. There are no obligations of your dealership to procure this display for use in your facility. • Free, with requirements. Perhaps, to obtain this display, you must contract to purchase a specified amount of goods within a specified period. In addition, Three possible objectives for POP display include: the ability to act as a silent salesperson, promoting the features and benefits of a product; attracting a customer to view a particular product; and related sales, such as products placed adjacent to the display. By Mel Selway Mel Selway is the president of P.A.R.T.S. Inc., a Sahuarita, Ariz.-based firm providing business management analysis and training to retailers. He can be reached via email at melselway@aol.com. Add Some POP to Your Products Point-of-purchase displays can help sell products, but it's important to consider the placement of the display and evaluate their effectiveness in order to get the most use out of POPs. B U S I N E S S B U S I N E S S

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