As a business owner, you know that it's not just about making sales, but also creating loyal customers who will keep coming back for more. One way to achieve this is through incentive marketing, which often involves the use of proof of purchase (POP) promotions. In this post, we'll explore the ins and outs of POP, including how it can improve your brand awareness and marketing campaigns.
Proof of purchase is any document or item that serves as evidence of a customer's purchase. This can include receipts, barcodes, UPCs, or even packaging with a special code. POP is often used in sales promotions to incentivize customers to make a purchase or repeat purchases by offering rewards or prizes in exchange for their proof of purchase.
POP promotions are a popular sales promotion tactic because they encourage customers to make more purchases in order to earn rewards or enter sweepstakes. By requiring proof of purchase, businesses can ensure that only paying customers are eligible for the promotion, which helps prevent fraud and abuse. Additionally, POP promotions can help drive customer loyalty by rewarding repeat purchases and encouraging customers to choose your brand over competitors.
One effective way to use POP for customer loyalty is by creating a rewards program that incentivizes customers to make repeat purchases. For example, you could offer points or discounts for every purchase made, with larger rewards available for reaching certain milestones (such as spending $100 or making 10 purchases). This type of program not only encourages repeat business but also creates a sense of exclusivity and reward for loyal customers.
POP promotions can help increase brand awareness by requiring customers to actively engage with your brand in order to participate in the promotion. By offering branded items as rewards or prizes, customers are more likely to remember your brand and associate it with positive feelings. Additionally, by requiring proof of purchase, businesses can collect valuable data on customer behavior and preferences that can be used to inform future marketing campaigns.
POP promotions can be a valuable addition to your marketing campaigns, helping to drive sales and increase brand awareness. Consider incorporating POP promotions in your email marketing campaigns, social media ads, or even print ads. Be sure to clearly communicate the promotion details and requirements (such as which products qualify and how proof of purchase must be submitted) to avoid confusion or frustration among customers.
The type of proof of purchase you choose will depend on your promotion goals and budget. For example, if you're running a large-scale sweepstakes, a unique code printed on packaging may be the most cost-effective option. However, if you're running a smaller rewards program, collecting receipts or barcodes may be more feasible. Consider factors such as ease of implementation, fraud prevention measures, and customer convenience when deciding on the best POP for your promotion.
Farris, P., Bendle, N., Pfeifer, P., & Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance (2nd ed.). Upper Saddle River, NJ: Pearson Education.
Kotler, P., & Keller, K.L. (2016). Marketing management (15th ed.). Upper Saddle River, NJ: Pearson Education.
Peppers, D., & Rogers, M. (2016). Managing customer experience and relationships: A strategic framework (3rd ed.). Hoboken, NJ: Wiley.
Schmitt, B.H. (2018). Customer experience management: A revolutionary approach to connecting with your customers (3rd ed.). Hoboken, NJ: Wiley.
The Nielsen Company. (2018). The Nielsen Total Audience Report: Q1 2018. Retrieved from https://www.nielsen.com/us/en/insights/report/2018/the-nielsen-total-audience-report-q1-2018/.
