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POP stands for Point of Purchase. This is usually a packaging or display that sells a group of your products. It becomes a key part of your messaging and brand personality. It can be a floor standing display, a self shipper, banner, poster, or another type of display. Your POP display is a key part of your marketing materials or advertising. Your POP can be located at the end of an isle, checkout counter or as a bulk island display in an open area of a store. The goal is to draw the customer to your product and understand why they want to buy.