I&#;m a sucker for a great piece of point of sale (POS) marketing. And I&#;m not the only one, with research showing that up to 76% of purchase decisions are made at the point of sale.
If you want to make the most of your in-store marketing but you&#;re not sure where to start, this article is for you. Because I&#;ve pulled together nine of the most effective POS materials for you to choose from.
But before that, let&#;s quickly define what POS materials are and their biggest benefits for business.
What are point of sale (POS) materials?Point of sale (often referred to as POS) materials are promotional tools that brands can use to attract customers&#; attention and market products from within a retail store. In other words, POS materials help brands turn in-store footfall into cold, hard sales.
As the name suggests, these sale materials are usually placed near, or enroute to, the checkout to influence shoppers&#; purchasing decisions at the last moment.
Some popular POS materials include:
The most obvious benefit of POS materials is that they can help your business encourage impulse purchases and promote sales. But beyond that, POS materials also have the power to:
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Start free trial Nine standout examples of point of sale (POS) materialsBefore you start creating your own POS marketing collateral, it&#;s a good idea to get familiar with different materials that are out there.
Let&#;s browse through some of the best POS marketing materials!
Image source: Dor
Shelf talkers are small ads or displays that you can attach to the shelf where your products are being sold. More times than not, retail shelf talkers are made of cardboard or plastic. But digital versions are growing in popularity now too.
Whether you want to highlight a new product or boost brand visibility, shelf talkers offer a low-cost way to hit your POS marketing goals.
This example from Pedigree Chum is brilliantly on-brand and uses a smart, simple headline to tell shoppers exactly what the product does. What a great way to help customers make an informed buying decision!
Image source: VKF Renzel
Shelf wobblers are a lot like shelf talkers in the sense that both serve the same purpose of drawing customers&#; attention to a particular product or offer. The key difference between these two POS materials is that shelf talkers are static while shelf wobblers use movement to catch attention.
Shelf wobblers are either designed to slot into the shelf-edge strip, or made with a strip that extends out from the shelf. They&#;re also usually made with even lighter materials than shelf talkers, like paper and super thin plastic. This allows them to bounce and wobble in the breeze as shoppers pass by.
Image source: Reddit
Ceiling danglers are promotional signs or posters that dangle, or hang, from the ceiling of a store. This kind of POS material works by grabbing customers&#; attention and highlighting where certain products can be found in-store. For obvious reasons, ceiling danglers are usually made using light materials like paper or plastic.
Because they&#;re up high above the crowded aisles, these kinds of POS materials often have more space to work with. Which means you can create larger designs or include more information about your products.
This eye-catching example from Oatly uses a striking headline in its signature tone of voice and bold font, to get noticed and appeal to the right customers.
Image source: Platinum Signs
Floor graphics, or floor decals, are another great POS material that can stop shoppers in their tracks to promote products in retail stores. Floor graphics are less common than in-store posters and signs, so this added element of surprise could help your brand stand out and pique more interest.
Another thing that makes floor graphics so effective, is the fact that the majority of people walk around with their gaze on the ground. So, by tapping into this consumer behavior, floor graphics can offer a unique visual touchpoint for brands.
This airport floor graphic by M&Ms is bright, on-brand, and creatively taps into its location. You can also use directional messaging and other eye-catching tactics to bring this POS material to life.
Image source: Pinterest
You can&#;t get much closer to the actual point of sale than these conveyor belt ads! This clever point of sale tactic is designed to engage customers while they go to make a purchase at the checkout counter.
Of course, this type of POS material is most effective on an empty conveyor belt, as you can see the full picture. But even as people put their groceries over the ad, you&#;ve got a pretty good chance of catching their eye.
Like this playful cleaning product example, you can use the natural movement of the conveyor belt to dramatize the selling points of your product.
Image source: AMC
Dump bins come in many shapes and sizes (this one&#;s pretty cute though, right?). And they&#;re another popular choice of POS material for lots of different products.
You might associate dump bins with sale marketing and reduced or promotional products, but that&#;s not their only use case. For example, if you have products that are difficult to stack, or if you just want to display your products in a more engaging way, dump bins could be the POS material for you!
One of the best things about dump bin displays is that they&#;re portable, allowing businesses to move them around the retail store as and when needed.
Image source: Medallion Retail
End cap displays are a popular POS marketing material, located at (you guessed it) the end of retail store aisles. And they&#;re a brilliant tool to help create visual appeal and increase brand awareness
Rather than stocking your products on shelves alongside its competitors, end cap sale displays give you your own space to showcase product features, offers, or anything else you can use to engage new customers.
When done right, these eye-catching point of sale display stands help you show off your brand&#;s personality and instantly pique customers&#; interest in what you&#;re selling. This larger-than-life example from Proactiv skincare is clean and simple, putting all the focus on the products themselves.
Image source: X
Self-standing displays are much like end caps, with the main difference being that retailers can move them around the store to reach a specific target audience and increase sales. These POP and POS displays can be super simple or creatively customized to showcase your brand&#;s personality.
Portable, impactful, and versatile, these self-standing displays are a winning advertising tool. Time to fill out a new marketing request form!
Image source: ixtenso
New technologies are transforming the way we advertise products and services across the board, including point of sale.
If you really want to create memorable experiences and bring more value to your marketing, digital displays are an excellent choice. While digital POS materials require a more detailed marketing workflow and a substantially larger budget than traditional POS materials, the long-term return for business can make it all worthwhile.
With competitive price and timely delivery, getell sincerely hope to be your supplier and partner.
The best thing about digital displays is that they allow for way more interactivity, seamlessly bridging the gap between brand and customer. This sizzling example from Maggi serves up some serious inspiration by helping customers find new recipes.
Final thoughtsPicking the right POS materials to promote your products can feel a bit overwhelming at first. But a little research can go a long way when it comes to understanding your options and making the right choice.
I hope this article about the best POS materials helps you take your in-store marketing by storm. And if you&#;d like to see how Filestage can help you review and approve all your POS materials and more, start your free trial today.
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f POP (point of purchase, point of sale, POS, in-store) is the physical space where consumer goods meet demand, then POP marketing material, or POSM, is the collective term for all marketing communication and sales-promoting tools deployed in stores, where the vast majority of purchase decisions and brand choices takes place.
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#marketing #POP #POSM #display
April &#; bh
Function of Beauty helps you to customize your hair care solution according to your unique goals and aesthetic preferences. This innovative offer was introduced with this on-shelf display material.
Strategically placed on shopper journeys in supermarkets and specialist retailers, they create visual delight and a memorable experience that resonate with visitors, whether it's through colour, graphic design and visual content, use of materials, language and display, or merchandising.
Since it&#;s the place where consumers make final decisions, the point of purchase is ultimately the place and moment of choice to stimulate them. This explains the potential of POP material, especially in shops where the proportion of impulse purchases is high. Investment is also justified because POP material is perceived as useful by all participants in the buying process: the brands, retail and, above all, the shopper.
"In a study by Point-of-Purchase Advertising International, it was reported that 76% of all purchase decisions are made in the store (POPAI, ) " &#; A meta-analysis of consumer impulse buying.
Floor-standing display units are the Swiss knife among POP materials. Their advantages, you ask? Because they are free-standing, they are 100% custom-made (at least at Pilotes), adapted to product, as well as to marketing objectives, brand experience, aesthetic and technical constraints imposed by use and context. They stand tall in the busiest zones of the point of sale.
While any brand can benefit from the advantages of POP material, it is important to drive the initiatives according to the shop format and its location in the shop. Besides a number of indirect benefits, the return on investment of POP material depends on the extent to which it keeps shoppers alert, it succeeds in activating impulsive or latent needs, and incremental sales in response to increased visibility.
We specialise in the creation, design and manufacture of point-of-sale display materials, specific retail furniture and merchandising solutions, all 100% custom-made to the in-store projects of retail and brand. At Team Pilotes, we prioritise environmental sustainability by analysing the life cycle of each project to minimise its impacts &#;&#;
It is used by merchandising, sales, trade marketing or category professionals aiming to stimulate sales to the shopping public through physical retail locations. They are aware of the meaning POP material can play on the shop floor to convey sales marketing and communication initiatives, e.g. for product launches, innovations, promotions, activations, ....
When High Society approached us to develop their quality CBD offer to tobacco stores, we understood we had to be cautious about perception. Our approach was simple, yet effective &#; to draw attention and engagement, present the offer Sunday best. We designed this sleek cabinet in natural wood for an authentic and natural feel, and topped it off with a bright logo.
In most cases a consumer has been made aware of an advertising message broadcasted on other media (TV, radio, web, social media, magazines, mailings, catalogues, etc.). Once in store, the POP material takes over: the presence of the material refreshes relevant memory structures and tempts him or her towards the product, consciously or not. That's in a nutshell the role of POP in the marketing mix.
"Everything that has a form and presents itself to us seems to have a message, as if it's trying to communicate with us." - Walter Weyns, Of People and Things.
Brand manufacturers invest a significant amount of time and effort into creating the most suitable POP material. The key to effective material lies in making it 100% tailored, as there are many good solutions available. The only limitation may be the creativity of your POS partner, who designs and makes them in five steps.
A hypermarket sells up to 100,000 references. A supermarket or specialty shop offerings can be as high as 50,000 items. And as the number of products available increases faster than shop size, the visibility of goods on the shelves is relatively low. Making your product stand out in a sea of similar products is difficult. It&#;s even harder to get shoppers to remember your pitch, after they&#;ve walked away. With hasty visitors spending less and less time on their purchases, it is crucial for brands to make a direct impression quickly.
&#;The medium is the message; the medium itself, not the messages it carries, should be the primary focus.&#; &#; Marshall McLuhan, Understanding mediaWhile you shop, nothing stimulates your visual cortex better than light. Plus, light clicks the eyes in an elegant way. Double win for this floor-standing display unit for the small domestic appliances by the Italian manufacturer Smeg.
While you shop, nothing stimulates your visual cortex better than light. Plus, light clicks the eyes in an elegant way. Double win for this floor-standing display unit for the small domestic appliances by the Italian manufacturer Smeg.
When a shopper does not see a product, he does not buy it, by definition. POP material increases the visibility of products, the likelihood to be noticed. This is particularly important as more than three-quarters of purchase decisions are made in-store, often based on emotions. It is then a question of establishing an emotional link between the product and shoppers.
POP material offers the opportunity to communicate directly with shoppers. What makes a product special? How can consumers make the most of it? Manufacturers send out a silent salesperson, as it were, who can serve every shopper at the same time.
Beyond features it can communicate the values of the brand, its niche and which traget customer it wants to appeal to, all translated into a clear, coherent, quick, and above all, a recognizable message, adapted to the context of physical shopping. A POP material makes it possible to concentrate marketing investments on the right people, those who consume the product.
Commercial furniture, such as display solutions, can add merchandising, service, and value, thus providing customers with a pleasant shopping experience. For example, optimizing space, increasing the readability of an offer, and making shop shelves more attractive. All kinds of merchandising accessories can ensure effective communication of the shop shelf.
When it comes to branding in retail stores, or building a brand, it is important to strike a delicate balance. On the one hand, shop visitors are primarily focused on solving a purchasing problem, and finding the right product. On the other hand, subtle branding can help build a connection and establish a distinctive image that sticks. Simply telling people how great a brand is may not be effective - instead, POP material is designed to represent a brand's personality and evoke specific feelings or emotions.
That is also why marketers define a richer brand identity that goes beyond a logo, for example with materials, textures, and contrasts, colour palettes, graphics and design, or presentation, a handy toolbox for the POP manufacturers.
This countertop display combines bamboo and metal for a premium long-lasting presentation of five natural balms. A golden front with an embossed logo conveys the brand's notorious history. With its consistent and recognizable color palette, this dynamic offer will not go unnoticed. Seeing is buying!
Stimulate consumer behavior while shopping to promote sales is ultimately the most important meaning of any POP material. It puts the spotlight on a product, informs customers about benefits, evokes reminder content, and stimulates impulse or latent buying, especially in situations where a wrong choice has less consequences. The ideal mix for a spike in sales!
And although the material is usually the last step in a customer journey, it is certainly not the final one. After an activation, brand awareness and accrued loyalty continues to deliver results in the longer term.
Every brand can benefit from POP material. However, it is important to conduct the initiatives according to the financial capacity of the offer, margin, and profitability.
Promotional POP material, such as cardboard displays, stickers, posters, banners, hangers or leaflets, is intended to present the offer over a short period of time or seasonally.
Permanent or durable POP material, such as floorstanding or counter-top display units, on-shelf materials, custom-made shelving, on which products are displayed, add function, service and value, possibly providing clients with a memorable experience, e.g. by optimising the allocated space, increasing the readability of a range with a custom layout and organization, making the shelves more attractive, enhancing visual merchandising, re-enchanting the physical space in order to make the journey pleasant or save time.
Have the advantages of POP material aroused your interest? Reach out today, we will gladly discuss the possibilities for your in-store projet.
Are you interested in learning more about POSM Campaign Management? Contact us today to secure an expert consultation!