POP (Point-Of-Purchase)

the moment / place where the consumer decides to buy a product / purchase; used by ADVERTISERS in their promotions / discounts. For example, the user decided to buy a game console. Initially, it searches the web to form an opinion about which console is most functional and has the best value for money. Then it looks for sales offers on the web with the lowest price for the desired product. It goes to the website of one of the electronics stores. On the website, it turns out that the shop “adds” a new game for free, gives the option of repayment in installments or simply a discount for the first purchase. The “moment of purchase” here is a visit to the store and a personalized offer encouraging to make it.