How Can Point-of-Purchase Displays (PoPs) Be a Joint In-Store Marketing Tool? Toward a Shared Vision in Channel Relationships

This article investigates the role of Point-of-Purchase displays (PoPs) as an in-store marketing tool still largely unexplored in the current literature. It points out that PoPs are sources of cooperation/conflict between manufacturers and retailers, the main actors involved in the design and implementation phases. The paper answers the following research questions: Rq1) What are the areas of discussion concerning PoPs in the manufacturer-retailer relationship? Rq2) Which areas of discussion concerning PoPs in the manufacturer-retailer relationship are sources of cooperation and which sources of tension? The article presents a qualitative analysis based on 17 interviews with managers of leading manufacturers and retailers in Italy. Findings discuss the evolution, roles, life cycle, effectiveness and performance of PoPs. Based on a combined analysis of theory and empirical results, the paper discusses the two research questions and depicts convergence/divergence in manufacturers’ and retailers’ visions of PoPs