Journal of the Korean Society of Costume (복식)
- Volume 52 Issue 6
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- Pages.127-137
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- 2002
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- 1229-6880(pISSN)
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- 2287-7827(eISSN)
A Study on POPs Application Cases in ISM(In-Store Merchandising) for Cosmetics
화장품 ISM(In-Store Merchandising)에 있어서의 POP 활용사례 연구
Abstract
The purposes of this study were to compare and analyze application cases of POP(Point of Purchase) in each ISM(In Store Merchandising) for domestic and imported cosmetics. to present basic data for setting up effective marketing strategies according to types of ISM. The results were as follows : 1. In the Department Stores, counselling comers for customers were located at all domestic and imported cosmetics. A small quantify of new release cosmetic items were displayed in order to elevate those added value in most cosmetics floors excepts Estee Lauder. 2. In the Discount Stores, most cosmetic items were displayed in category or in color for customers to choose those easily. 3. In the Cosmetics Specialties. display for show case couldn't be accessible by customers and cosmetic items were disordered because too many itmes from various companies were displayed