How Point-of-Purchase Communication Influences Shoppers and Purchase Decisions 

SHOP! France x Toluna – September 2026

In a retail environment where brands are competing harder ever for shoppers attention, this study confirms the strategic value of in-store advertising and Point-of-Purchase 5POP) Communication.

Far from being perceived simply as advertising, in-store communication is seen by French consumers as useful, relevant and closely connected to the purchase decision.

The findings show that POP communication performs several roles throughout the shopper journey: it helps consumer discover products and offers, navigate and understand the range, compare alternatives, try new products and ultimately make the final choice.

Most importantly, it operates at the precise moment when purchase decisions can still change.

Download the 1-page visual of the study

Contact 

Eric Carabajal
SHOP! France

eric@shopassociation.fr