The impact of point of purchase display on consumer decision making

Retail sector in India is passing through a transition phase and retailers are facing a very tough competition not only from their traditional rivals but also from invisible giants (online retailers). The biggest differentiator between these two is display of products, brick and mortar retail stores have got an advantage that their customers can actually touch and feel the products. Display plays a major role in consumer decision making and studies show that around 70% of the final decisions are made inside the store. Point of purchase display comes into force when customer is actually purchasing the product. It acts like a last moment reminder and boost sales.