POSM is an acronym for Point of Sale Marketing (POS) or Point of Sale Materials (POSM) and is used by brands to convey their message or communicate information to the consumers at the point of sale. It is usually adopted by the ‘Below the Line’ or BTL marketing campaigns. BTL marketing focuses and targets a specific segment of people- for instance, dropping leaflets in a particular area or putting up a banner at the bus stop
Point of Purchase (POP)
Point of Purchase (POP) is anything that the customers interact with while deciding whether to buy the product or not. When brands place their products in the stores, in the aisles, on the shelves that customers use to choose what they want to buy- it is the Point of Purchase, whereas POS,
Point of Sale (POS)
Point of Sale (POS) refers to interactions between the product and customer. These interactions could be at the time of transactions and exit. Remember the chocolate, mint, and candy shelves placed around the billing counter? Well! These same candies are available in the chocolate and munchies section of the store (POP). But putting a few pieces of the candies right before the exit is a part of the brand’s marketing strategy incorporated in a robust merchandising system at the store.
POP vs. POS
- The term Point of Purchase (POP) indicates the physical spot where a purchaser finalizes a transaction, which may include a store shelf, a vending machine, or an online marketplace. It is the moment when the customer encounters a product and determines whether or not to make a purchase.
- Point of Sale (POS) is the area where the exchange between the customer and the retailer occurs, such as a checkout counter or an online shopping cart. It is where the customer pays the bill for their purchased products.
- While POP aims to attract customers to buy a product, POS is focused on completing the transaction and obtaining payment. Both POP and POS aim to optimize sales and improve customer satisfaction.
Types of Point of Sale Materials (POSM)
Posters- These are well-known products of the advertising world. They are stuck on flat surfaces, i.e. walls, display shelves, etc. Some widely used poster sizes are Large (60cm x 91cm), Medium (45cm x 60cm), Small (30cm x 43cm) or A4 (21cm x 29,7cm). Posters can be a product at the Point of Sale and even as a POP display.
Danglers- Contrary to the idea of hangers that hang off the shelves, danglers hang off the ceiling or the roof. These are attractive and hold the advantage of being placed in a unique position that one cannot miss easily. It could be a simple thick paper cut out with SALE or impressive discounts on it, or it could also be a three-dimensional model promoting any product.
Standees- Standees are used in promotional campaigns to attract consumers and make them aware of the product. These are pop up boxboards that are self-standing displays used mainly in grocery stores and pharmacies. Standees are available in various types, including rollup standees, cut out standee, canvas standee, floor standee, LED standee, etc.
Buntings- Buntings are a Point of Sale material put up usually on the doors and windows of the store. They are small ribbons or stickers and even flags stitched together, maintaining equal distance from each other. These have writings and graphics giving a subtle yet promotional message, sometimes the brand logo printed.
Other POSMs- Some other materials used as the Point of Purchase advertising are stickers, wobblers, LED window displays, levitating units, acrylic highlighter displays, etc. Like the others, these too communicate the brand’s message and promote sales of their products. These products are designed to attract customers’ attention and lead them to make a purchase instinctively. These materials are found in-store and work wonders as advertising agents in both- POP and POS displays.
Uses of Point of sale material (POSM)
- Boost Brand Awareness- At the point of sale, brand visibility is boosted through POS materials like banners, posters, and shelf talkers.
- Promote New Products- POSMs are used to publicize and generate interest in new items.
- Informational Materials- POS materials like pamphlets and flyers are used to inform clients about the goods, services, and promotions available.
- Boost Sales- By highlighting special deals, discounts, and promotions, POS materials help promote impulsive purchases and boost sales.
- Improves Appearance- POSM can help design a welcoming and eye-catching store atmosphere that improves customers’ shopping experiences.
Benefits of Point of Sale Materials (POSM)
- Increased Brand Visibility: POSM helps attract attention to your brand at the point of purchase.
- Boosts Impulse Purchases: Eye-catching displays encourage customers to make unplanned purchases.
- Enhances Customer Engagement: Creative POSM educates and interacts with customers.
- Supports Promotions: Highlights discounts, new products, or campaigns.
- Drives Sales Growth: Creates a direct connection between the product and its purchase point.
- Cost-Effective Marketing: Provides impactful marketing without high media costs.
- Reinforces Brand Messaging: Keeps your brand top-of-mind during purchasing decisions.
Why is Point of Sale materials (POSM) important?
- Increase brand awareness and visibility for a business – Posters, banners, and other materials can be used to attract customers toward products or promotions. Logos, colors, and slogans of the brand can be printed on the material to increase brand recognition and recall.
- Generate repeat business- Repeat business can be generated from customers & build customer loyalty
- Increase sales– POS materials can support sales growth by highlighting particular products or deals and enticing customers to make a purchase.
- Inform customers– Customers can learn vital information about a product, such as its characteristics, advantages, and price, via POS materials.
FAQs
What is POSM (Point of Sale Material)?
POSM refers to Point of Sale Materials, which are marketing tools and materials used by businesses at the location where a customer makes a purchase. These materials are designed to promote products, enhance customer engagement, and drive sales. POSM includes items like banners, posters, shelf displays, digital screens, and other promotional materials that are displayed at retail locations.
Why is POSM important for businesses?
- Visibility and Attention: It helps products stand out in crowded retail spaces.
- Brand Awareness: POSM materials are often branded with company logos and colors, increasing recognition.
- Customer Engagement: Engaging displays encourage customers to take action, such as making a purchase or learning
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