• In store, shoppers move through a simple journey: they first see the product, then select from options, and finally convert by making a purchase.
• On the next page, we will show how our POP message layout follows this journey to guide shoppers step by step in a cluttered retail environment.

To follow the POP rules along the shopping journey, our message layout is organized by consumer steps. This helps shoppers quickly see and understand key product benefits in a cluttered retail environment.

To better guide shoppers from See → Select → Convert, we upgraded our POP guideline in two keyways: