Sir; In this week's Shopping the Supermarkets documentary, the BBC did a superb job of proving why point-of-purchase material (PoP) is an essential part of the below-the-line mix. Even the shopper, allegedly immune to in-store messaging, looked at on-shelf material.

The show said that price is important to shoppers, but most are looking for ease of purchase, convenience and speed while shopping.

Ultimately, retailers and brands that understand their target shopper behaviour and use effective promotional signage will win the largest basket share with shoppers.