POP - Point Of Purchase
In terms of retail, POP marketing is an activity of using different advertising techniques like sales person, discount offers, in-store advertising etc. to influence the customer while he is in a retail or an online store. These advertisements may exists physical in a retail store like "Big Bazaar", or it may be virtual like in any e-commerce store namely "Flipkart".
It is estimated that 70% of buying decisions are made in the store itself, which means an effective in-store marketing or Point-of-Purchase marketing may have great impact on the sales. With POP marketing, a simple product may appear more appealing to the customer which increases the probability of that product getting sold.
Apart from sales, POP marketing also make the store appearance more organized and eventful.