THE ROLE OF POINT OF PURCHASE IN COMMUNICATION WITH CUSTOMERS DURING THE PANDEMIC
THE ROLE OF POINT OF PURCHASE IN COMMUNICATION WITH CUSTOMERS DURING THE PANDEMIC

Summary/Abstract: In 2020, the issue of the pandemic caused by the Coronavirus COVID-19 has received a lot of attention. As it has had an impact on all areas of working and private lives, the related surveys have had diverse focuses. Due to the development of events and taking into account the current professional scope, we plan to consider the role of the point of purchase in the time of the pandemic at communicating with customers. We focus on imparting initiated by retailers in response to the measures taken in the interest of the public health at the sale points. By communication, we mean not only the tools of marketing communication, but also the factors of the purchasing environment. Under the term the point of purchase we understand the sales area in retail chains of stores, which is a closed space in a building demarcated by the walls. As a medium, the point of sales is distinguished by unique effectiveness, having an impact in the decision-making process, or process of purchasing. The main purpose of the paper is to find out which tasks of communication (to inform, remind of, persuade) retailers at the point of purchase try to achieve and how their fulfilment is reflected on the factors of shopping environment.

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