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ce retail

eoc paee POS aepao oea - aax cpaax apa a peae ocp opoo ae e coocac c pacxoa a eeo paopea. eo oo oepaop ceeo poo opo pe e ce o o apeooo ea pea a ecax poa, oe o eoopx op pooee. aoopae pee a pe POS aepao poxo epeoccee peepa oc pep. ep - cooece eo c aaa, opo - oaoc.

oceee cceoae ca pea POPAI (Point-Of-Purchase Advertising Institut), poeeoe oe 2002 oa 250 ceex cepapeax 22 opoax , ocao epe coo e c, oo poopoa, opopoa, aapoa ep ce o, o aa in-store apeo (oa a ecax poa), acoc paeee POS-aepao. POPAI - ecea opaa pe, aaac aca cceoa a pe POS, oo cceoa a x pea a oo epec. op POPAI poaapoa oce pax aeop poo poce a ca opox oepa. coc, o a ae 11 eo, ooeo opaex a ape ecax poa, pooe peep oa $1 p. eoc apa a POS oo cpaa co . ca oao c oea opee aeax co $19, paax - $10, a eee - $16, a pao -$7, co POS-aepa - $6-12.

oa x x o POS-aepao oae poa pea a 14,2%. aa oa - aoa apoa ocp o aepa c p opaee pea eo ooa - ooe e poa a 21,1%. p o acoc o aeop po "oa" o POS-aepao paa. aa cea aeop - aooe a, poa oopx paca p cooa cooecx POS-aepao a 23%. poa apoax ao eac a 2%, o oe eoxo oaae aoo ooo pa, epeecx ao - a 9%, poao o - a 16%.

"peee co POPAI ae - pea cceoa aepacoo pea, - oop peop o paoe c ea McCann-Erickson Advertising Russia e o. - x oo paccapa oo a ee. a o co opa ae, o ea oo e. oe cea ecoo oo: apa a in-store oac, eoc ecpoa in-store ape oe cpaa c oae, oop ae aae cpec eeee pecc, POS-aepa coco peao a poc poa".

eo occ oa-pooe pa a oa c opeee a ecax poa cpee o 3 o 10% o peaoo ea. 2000 o o oaae pae 1-3%. oc pa ao. occc po BTL oaae opo oeao. poo o oo aeeo pa oa a ecax poa oo cpo, opac a aa o. , pep, a ceop BTL pxoc 50-70% peaoo ea oa-pooee. oo pa oe a aa aecoo oa ".o.c. aepa", oop ee pao o coa peoaoo pocccoo pecaeca POPAI, o eeo pee ae opac. "eaeo, o pooe oapo ca papaaa poo POS-aepa, - epae e o. - e e x aeco, e oe ac e poa. e o a e ca pooe e px ae coca oaoe p cox oapo?". e e eee, ce ee pa POS-aepao pooa peo, oe eo aoc.

aa a ecax poa

e cepe, o oe aa eoxoo paea POS-aepa, peocaee pooe oapo. oox POS-aepao aco oaac pa o pooee aa a x pooco paeee. oeo, o o e oa cex peepo ee. o ao poa peax oae e ceea poa, apep pooe ce "epoa", "oea", "acop". oo POS-aepa cox opox ao caocoeo, oa e pea ca copox aec. pooe oaa e p copo opaee ce, oopoe aaec ea peax aepo, opae peae oa opox aax aao cao paeae pea. acoe c ce oa c p, e opaac copo pea aeca. opoe a pa ceeco ae - ce peae aepa, pecae coo aepe a c aeao, oe eo ce. o xapaepo e oo occ, o aax po. oaco cceoa ca POPAI, 51% peax aepao aaax ca e aa oo - o o e, o poae POS-aepa, oee cce ce aao.

aeee peax aepao o p "caaa" - e poco cece opcx oe peepo. pea cca aaa aae aoe eco oope ec poa. oaee oco pooocex ceex cepapeo eo op oa o paee POS-aepao pooe. aoee po cpp ee ce, ope oo exo epoo. o oxaa ocpea opea opa, o ax cpeo oopo ca p, aae pe c. e cco oee eee oopee aao, a opooo aa, peae oca ce. e oo po paec ooo oaa o paee POS-aepao cao cpeee a ce oap opoo ae a aoe peoee eo ce, o a e pooee. oca ea oae peeca xooa cxooec o ocpac opeee a aca "exoc" ".eo", a e Indesit Samsung. " aaax e oo pea px peo poe ".eo", - oop peop o ape poaa ce aao ".eo" xa e. oae opae ooo a oapax, oo ocaoo. eoe pxo aa a oapo, a e a peo".

oo oo ococoa pooe ocoeoa e paoa a aoo e o oapa. o o cae ca c paeee POS-aepao e aoe oo. eep c ooce a c, ec pooe ao ace poo-ax, oope p ca aa. coeo o aao oapo c o opeec coca, cocox pec p ce p paoo apeoo oepe. "e pa e ce, - oop xa e, - oa coeco c apepa cpaae ae eocpaoe ce, apep ex cax, oa pe e o oo exoo, peeca oopo ec. p pep - ce oa Intel, ocee Pentium 4. peeco ooo poeccopa aaoc cpo opaoe "ooox" eo- aocao, oa a eo o o eoeo. eocpaop a ap ea poo eo c ace oae. o cex eao, poa oepo a ae Pentium 4 peo o epx. eac paccapaec coec poe c Nokia. e Nokia e oce o eeoa co cpoeo ooaepo. poe e a ce ee poo-a c eea xeea". a opao, cooae POS-aepao opox aax "pax" peepo ooo. o ope x e poo-a. eee peep pepaa paoae POS-aepa ae poae pee e aaax, oope pxo a ce ecpoe oepo eoepo, ooex pooee. p poee coecx peax a pooe peepa o ae ooo aco.

pooe epo oo ex ao oe o a, o oae pxo aa, ao e, a oopo aepec ae a peao e peao oe paa. p o o oe e o aa opoo ap poa, a oop pe, a opepec ceo o ea, oope aae peae oaoo. oe, aoc ea a e co pea. eocpeceo e a op oae opoo oe ec ooe POS-aepao. e oee o oe peep p o, o opa ae pea a ecax poa p ea c "ao" caa (pao opae o o, o aae poxo poo-a c ace poa). ca, c POPAI ae e cox cceoax. a apaocao, o 14,2% POS-aepao aepacx opox cex - o e, ceae o p.

poe, ecop a epecoe ooecoe ooee, aa cxea pea e o cex aaax. eoopx cax poa peae aepa ocpoec x oo ce poco eooo. eae aeca - ooe POS-aepao e ocac e pao, ae ec ce poccce peep a pepac copeex po opo oe aoc o peo ce. aece pepa oo pec aa, ope apepo-oceec oapa. ae cex "pa pec" "'a", e oopoae caapo peocaec peepo, aa ooa ppe ce, oope aep ae a poax-oax, a ae epaa cecep c popa. ceapoax apepo-oceecx cex ooa ae aa oaa oapa a paeee shop in shop - coo ocp, aoae oc. paa, o cae pooe aeo oca, ae cpeca a o, o oec opoo ae "ea epeo", oepc o.

eae pcocoe

a oac POS-aepao cpec e ce peep. oaee oco aao paea peae aepa pooee, pe p o opeeee peoa. aepa o cooecoa oe aaa, oaa co aeco opa , caoe aoe - oaoc. "opa opox ao cepapeo e opaeae paee accx POS-aepao: o o cea ea epcoa aaa, - paccaae pe-ape eeep "cce" a apea. - ax px oooce, poe aoo paee apox acox cee a coe oe c oapo, e cece. peo caoe Wella e oo e pope o aoco aao xo a ec. cepapeax o eooo, ce e ceee aa oo opaa - popeoe apaee poe, acoc, apepo-oceecx oa. opox aax oo oa c e oa oap oopaaec opao cpee, e aaax c ee oa a, ae ec x ocpo xpca shop in shop".

"aa oe e oooc epeea POS-aepa o opoo a, cooa eo o ecoo pa eee ooo pee, - paccaae e o McCann-Erickson Advertising Russia. - ca peoea poo aecee ooee ocp, a ae apaee poa a x peoeoa aa coco x cooa epecooa". pep, pooe apep oce ope ecoo o caapx peax aepao, eo aapex o a ope opo o. eox aaax aoax a a caaa peae aa, cpaa cocaa oopx epeaec c pea opao po pea, ao o eeo poa peae pecce. aa caoc peoa aao, paeae opox oax ce pee pee. a ce pxo oa oece ocp - e e cae aa, o oee oee copeex aepao peec oo. " poe oceee pe occ oe ooe ae eec o, o o aae ocaac coo, - oop e o. - ao oxo oope opooo aa aaec clean floor policy. o cae pooe coe oepac o accx aox ocp".

o coa apeo, POS-aepa, oceee pe coee pacaoa oa, oae oaoc - o aa eca opoo ae, o. pooe o oep. eoa ca ocp ooe e aae opoocoeo eca a oe o e pe coe "pexepoc" peae ae oaee. opoc oc ae eoep, ocp, ao ee oap a oe p o e aae eca. coae pooee, cooae ox ex cpec POS caoc eoo o epe oo, a peep aac poea oaoc. ox aeop poo, o ce oce, o e apeo, ocoo eoc oaa pop. "x cooae apeeo o o cex cex, - oop a apea. - pope paccac oae aeca poa - oee c opeee pocxo a oee eco poe. e a, o oooce paee pop caoc ce ee ee. ca o oo eeea cepapeo, oco pop ceceo a oe poa. poe eopoc a oax oo pe, coaa acoe cecep cooece poa apoe oca".

ooe pe aa POS-aepao oaac a exoooc ocp. aoc, o cooae epax cee, cecopo o oox oec ceae pea ocp paee opooo aa pee a oae, a peepa, oop oca ee opoo ae c oe oxoo, e aa ce eoep. eep ocooe ae eec oa xapaepca POS-aepao, xoea aaa paea peae ocp, co peca cee, a oae epeaec o opoo a a o o opaae ae. pooe POS-aepao aco e oe oo ec, xoo eo caoc ooee ocp, oope cac opo epep e acoc o eca paee. apep, oa "peepaco & apep" paax oeco apeoo popa o o a poccc po poo o o opo apa Fun Mix (cec opexo ceo) Chin-Su (coc) oa "aca p epe" coaa pao o peax ocp - "oae POS-aepa". paoc pee aaec o, o aoa pa, oea e o-ap, p eoxooc paeec a ecoo caapx o POS-aepao: oep, eoep, poa-ce e-ap. ocp pecae coo ooe ape. oo cao a e ocp, a ee cocae cax pax coeax. ce ac o opaa opoo o cee ooc ee aea cooa POS-aepao pooe. "aoe peee oaae ee o peeco, - paccaae peop o pa oa "peepaco & apep" e cepoa. - ooc apa a pooco ocp ceceo e, e ec oa ooa ce cocae ac "POS-ape" o oeoc".

eco o eco poa?

oae ao ocpae epep aaa a eoe eoe, e e oeo o, ce, opoe co ceoe opoa. o ap, o oae aocep aaa oeae, xoec e oc ee ee pa. o oa p, oe ac peaoo pa cop o o, a ce-a cee aa peae ocp a ecax poa: POS-aepa POP-aepa. POS (point of sale) - o eco, e poa oap. POP (point of purchase) - o eco e oap oa. aaoc , cc oox epo o o e, o coaco ee oceeo pee ape "e" e o pooe, a o opee. oe ooo, o cope opeeee POP cae ae cpeac eox paoopax ceapoao pecce.

eo o, o ape ce oe opepec a opee, opeee ce ee pa POS-cp. ac pooo pa epa, o oe peax ocp e oo e oeae op oae, o ape eo. oocee oep, cep, cecep pax pooee ea opo a ecp oea o oapa. oo a POS-aepao paax opeo poo ce ooee x eo o ce cce aco opec aoo o oaee. oeoe ae oaoc ee e e op. oae oooae peae ocp oo cooa o ece opooo aa, oca oe pocpaca epee oaee.

o aepaa: indexeventus.ru

 
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