INDUSTRY REPORT PRESENTS: The 2016 P-O-P Trends Survey CPG merchandising executives weigh in on P-O-P spending patterns, program management, tech innovation and in-store merchandising's future Written by the Institute in collaboration with EXECUTIVE SUMMARY n n n n n n n n One in four respondents report that current and predicted P-O-P spending levels will increase; half say they'll stay the same. If one needs a rule of thumb, respondents said P-O-P spending could be allocated this way: 2/3 temporary, 1/3 permanent. If no secondary display opportunity is available in-store, most respondents will turn to digital path to purchase or e-commerce initiatives. When asked for the typical sales increase from a P-O-P initiative, respondents estimated 19% for permanent and 24% for temporary. Nearly 85% of respondents measure P-O-P effectiveness in some way, with half saying they track sales specifically by chain or region. Almost one out of five respondents say they'd prefer to work with one "turnkey" P-O-P vendor. Perceptions of the most effective store zones have shifted; some traditionally desirable spaces - store entrances, lobbies and centerstore promo areas - are now considered less valuable. One in five respondents say they're experimenting with some form of digital shopper-content delivery that's integrated with in-store displays. Two-thirds say these experiments have been "very effective."