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Top 10: Closing the Sale at the Checkout

Who hasn’t been tempted by a snack at the checkout counter, or remembered to grab batteries whilst queuing at the supermarket? In fact, only around 16% of grocery shoppers use shopping lists (, so there’s a great opportunity to encourage impulse sales with clever use of point of purchase (POP) at the final stage of the shopper journey. An increase in mobile phone usage means that shoppers are more distracted than in the past and retailers have to work even harder than normal to catch their attention. We had a look at some of the ways that brands have successfully implemented POP placements, that can’t help but grab the shopper’s attention.


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This eye-catching display from Coca-Cola Zero, stands out in-store whilst playing with the rest of the retail environment/ members of staff! By transforming the legs of the cashier into a sexy action hero from the waist down, Coca-Cola visually explains that not everything is as it seems – that they can make the impossible, possible. This POP correlated to the ATL campaign, and helped to attract the target shopper – teenage boys. This kind of unexpected and amusing POP may also be snapped and shared on social media.


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This counter display unit is designed to attract shoppers in pharmacies in Europe; the tactile nature of the fur draws shoppers in and encourages interaction, and investigation of the product that it contains. The campaign aims to transform shopper perceptions of winter being a negative and into a positive experience with the strapline and brand assets created for ‘Love Winter’. This campaign was supported with a mobile app that helped shoppers find fun activities to do over the winter months.

Milky Way

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Appearing at first, like an abandoned chocolate bar at the end of the counter, the image is then transformed by the moving conveyor belt which reveals the true nature of the product! This is a really creative ad, which uses simple moving imagery to remind the shopper of the Milky Way caramel filling whilst they lay their groceries onto the conveyor belt. This is part of a much broader campaign, that focus’ around the stretchy texture of Milky Way’s caramel filling, and was applied to the seatbelts in taxi’s, aisle stanchions, and billboards on the underground.

Denver Water

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Don’t worry; it’s not a rapid! Denver Water created this campaign to warn about the dangers of water overuse with the strapline ‘Use only what you need’. In this alternative bit of POP advertising, the company captures the attention of busy shoppers by transforming the supermarket conveyor belt into a ‘moving’ stream of water with branded dividers that push the message.


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As part of Starbucks strategy to get consumers using their products in the home and on the go, they created these bold chiller cabinets at checkout. Despite the scale of the chillers, the brand has made sure that it’s integrated well into the rest of the checkout display. It’s location at check out means it’s more likely to be picked up by impulsive shoppers, thus driving visibility and awareness of the product.

Star wars

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A really simple yet creative POP, that transforms the checkout conveyor belt into a movie reel with some perfectly placed text that mimics the Star Wars movie credits. Advertising movies at POP is a new trend that reflects changes in the types of product (such as DVD’s) sold at the checkout.


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This unit relies on pester power to increase sales at POP by using character themed packaging to attract the attention of children. Pushing sweets at POP is not always popular with parents but these sugar free treats promote a healthier type of snacking to the shopper whilst providing fun engagement for their key consumer – the child.


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Porefessional, by Benefit cosmetics, combines its counter display communication with its unique tone of brand voice to create this retro 50’s style counter display unit. The use of a retro suitcase, helps the brand stand out in a noisy retail environment, whilst also adding a fun twist that will appeal to a young woman on the go.


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This conveyor belt ad was part of a global campaign aimed at promoting Panadol’s attributes of speed and efficacy. To communicate this message visually, Pandol placed product imagery in places associated with speed and movement: such as on escalators, handrails, airport luggage belts, public bikes.

Western Union

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This campaign was created to communicate with domestic workers in Hong Kong, who tend to only have one day off a week so have limited time to do their banking. To promote their speed service, Western Union commissioned Publicis Hong Kong to create very visual demonstrations of the ease of the service they offer.