QuickSystems family grows
A new product has been added to the QuickSystems family. We are talking about the QuickWorkStation, an entire foldable and portable workstation, where you can do business while creating brand awareness.We invite you to meet it.

QuickCounter wins another award!
Besides their world wide acknowledgement, thanks to its design and technology, our products have won important awards, like the second place in the “Permanent Sales Promotion” category in the OMA Awards 2005 held in GlobalShop for the QuickCounter. This prestigious award is given every year to the best innovative and efficient products in POP international market. QuickShowcase won the third place in GlobalShop 2007 as well and QuickWorkStation got it in 2008 competition.

Clue Tool
According to the merchandisers, 10 years ago there were just a few businesses that used POP. Today, more than 40% of the Mexican firms use this tool as a weapon in their market strategies. “In the last decade the promotional campaigns in the country have become a real tool for marketing, the firms invest between 45 to 50 per cent of their budgets for publicity in POP promotion”, stated Francisco Carreon, president of the Mexican Association of Promotion Agencies. This strategy started growing 5 years ago, when publicity in massive means of communication became expensive and the advantages of POP became known.
Reforma Newspaper, 18/04/2004

Stimulus for the consumer
The POP advertising is the last stimulus that the consumer receives in the same place where he purchases “it’s a selective mean. Joan Costa framed it in the micromedia in counterposition to the most expensive massive alternatives”, says Norberto Aanut, president of the Argentinian chapter of POPAI ((Point of Purchase Advertising International), an institute created in the US on the sixties and currently counts with more than 1200 members around the world.

Profitable investment
The Mexican consumer decides more than 75 per cent of his purchases in the POP. For this reason, according to the merchandising sector specialists, the company’s investments in the promotion of their products through POP grows at a rate of 30 per cent each year. According to the POPAI, the resources assigned to this field have increased to more than 2 thousand million pesos in the last years.

The POP has become a creative and strategic place of logistics. It’s useful to promote the sales of a product or service  in the area where the consumer makes the last decision to get a product. “when a consumer goes to a supermarket, he has in mind only 25 percent of what he is going to get and the other 75 percent is decided impulsively or by product substitution”, explained Marco Antonio Gonzalez, president of the POPAI for Mexico and Central America.

“This system is a world tendency. The total investment companies make in Mexico for publicity in radio, television and press is equivalent to almost the whole investment in POP in the US. The Mexican companies are currently investing between 8 and 10 percent of their merchandising budget in POP. Some of them, like Sabritas, Gamesa and Bimbo assign  between 18 and 20 percent. The strategy in POP contributes  to brand reminding, reinforces product positioning, helps the consumer identify its benefits and keeps interest for attending to stores that are not boring or passive”
The use of this merchandising strategy generates the companies and increase up to 40 percent in their sales. “The company that doesn’t offer added value in POP to their products, will currently be out of the market”, added Gonzalez.

A growing mean
POP might represent up to the 60 percent of the budgets of some products in the US, 55 percent in Europe, while here in Mexico is only 18 percent. It’s logical, if we consider that this alternative started being used until the 90s. It’s well known that 70 percent of the consumers’ decision making is in front of the shelves.

The main companies of this business recently gathered at the Euroshop, and the POPAI encounter was held in Las Vegas. It is said that using the correct strategy, the POP publicity may increase the consume of a product in a supermarket between 12 and 18 percent. Although Mexico is far behind in this field, it’s still ahead of Brasil or Argentina. The multinational and bigger companies in Mexico are the ones that use POP merchandising, such as Coca Cola, Pepsi, Sabritas, P&G, Unilever, Nestle, Campbell’s, Colgate, Modelo and Kimberly, to mention a few.

El Siglo de Durango, 09/03/2005.