Applied Retail Insight

Understanding shoppers and the retail environment makes or breaks a sale. This knowledge has therefore become a major focus of brands and marketers over the past decade. The sheer volume of information related to retail marketing is staggering. But the one thing that is rarely talked about is how this directly affects POP design.

We Have Translated Insight Into Design

By leveraging our experience, becoming directly involved in industry associations, and sifting through numerous sources, we have found that retail insight affects several key areas of design and implementation.

We’ve distilled this knowledge into what we call The Magnificent 12 (“The Mag 12”): the 12 guiding principles behind effective point-​of-​purchase design and implementation. It’s a simple tool that helps us ask the right questions at the right time during the design process.

POPAI is an association for marketing at retail whose 1,700 members represent Fortune 500 brand manufacturers and retailers in over 45 countries.

Artisan Complete is also affiliated with the In-​Store Marketing Institute, a global organization of brand marketers, retailers, agencies, and manufacturers focused on improving retail marketing strategy worldwide.