Point of Sale Materials (POSM): Keys to Retail Achievement Through Strategic In-Store Promotion

In the competitive retail world, Point of Sale Materials (POSM) are instrumental in drawing consumers in, enhancing brand awareness, and inducing impulse buys. From visually appealing display stands to shelf talkers, POSM is aimed at impacting purchase decisions at the point of purchase. An effective POSM campaign can hugely improve the in-store presence of a brand and drive sales.

What is POSM?

POSM is advertising hardware and materials placed within retail stores to promote products. The materials are placed near or around the cashier counters, aisle ways, or product displays.

Types of POSM

1. Posters & Banners
Large banners and posters are extensively used for promotions, new arrivals, or messaging of the brand. They are placed at points of high movement like store fronts or cash counters.

2. Wobblers & Shelf Talkers
These tiny but effective media are floor-mounted, showing product details, offers, or call-to-action messages. Their oscillating motion and good-looking graphics entice the vision of customers.

3. Floor Stickers
Floor Stickers point shoppers to specialty product promotions or displays. They are a new way of in-store pointing and pointing traffic towards priority products.

4. Countertop Displays
Located at the check-out lanes, counter top displays hold compact items like chocolate bars, breath mints, or travel sized products that instill last minute impulse purchases.

5. Stand-alone Units (FSUs & Gondolas)
Floor Standing Units (FSUs) and gondola displays give a separate space for the product branding from mass shelves. The structures give brands a small part of the store.

6. Digital POSM
With the changing retail scenario, digital screens and interactive kiosks are becoming a part of POSM, providing dynamic product videos, customer ratings, and AI-driven recommendations.

Why POSM is Significant for Brands?

✔ Improving Brand Awareness – POSM makes a brand more visible amidst the chaos in the retail scenario.
✔ Spur Impulse Buying – Store promotions spur impulse buying, which boost sales.
✔ Facilitating Promotion – Discounts and promotions are easier to notice with dynamic POSM.
✔ Improves Brand Recall – POSM material supports recall of your brand.

A successful POSM campaign can increase brand visibility, impulse purchases, and customer engagement at the store level substantially. But it may be difficult to put POSM into practice and sustain it in most stores.

At Love In Store (LIS), we are experts in hassle-free in-store execution, positioning your POSM materials in the right place, in good condition, and generating the desired effect. With our field force across the country and technology-enabled execution, brands are able to monitor placements, measure performance, and optimize in-store marketing with accuracy.

Looking to take your retail presence to the next level? Partner with Love In Store for perfect POSM execution and greater brand visibility!

FAQs - 

Q1. How are point of sale materials/POSM  utilized in General Trade (GT)?

In kirana shops of GT, point of sale materials / POSM are straightforward but effective—posters, danglers, wobblers, and countertop displays that catch fleeting shopper visibility in compact areas.

Q2. How are point of sale materials / POSM different in Modern Trade (MT)?

In MT outlets such as hypermarkets and supermarkets, point of sale materials / POSM are gondolas, shelf strips, floor stickers, and electronic screens in order to make themselves noticed in the bigger, denser retail spaces. 

Q3. How do POSM drive sales in FMCG retail?

POSM drive FMCG sales by establishing strong visibility, influencing shopper decision at shelf, and prompting swift purchases through GT and MT stores.

Q4. How does good POSM execution increase impact?

Good POSM execution entails putting attractive material in strategic locations, refreshing it frequently, and mixing formats to maintain high shopper interest.