It is one of the oldest marketing principles. You build a better mouse trap and people will beat a path to your door. As a marketer, I often pop this question at myself: Is there is a thin line when describing the product-consumer entity? Does the consumer buy the product or the product buys the consumer? As a consumer I often ask myself: Do I own the product or does the product own me as soon as I enter an outlet to make a purchase decision? The latter looks more plausible now as the complete landscape of retail outlets transforms. This is where POP (Point of Purchase) display plays its decisive role.