POS materials

Content

• What are POS materials?
• Why are POS materials needed?
• Where are POS materials used?
• Types of POS materials
• How to use POS materials effectively

What are POS materials?

POS materials, or point-of-sale materials, are various advertising products placed in or around retail locations. These materials serve to attract the attention of customers, promote the brand, and increase sales volume. For example, at the Moscow shopping center "Kapitoliy," customers paying with a MasterCard enter a draw for tickets to the "Cirque du Soleil" show, which is a striking example of using POS materials to stimulate purchases.

POS materials hold particular value for companies operating in competitive sectors such as FMCG, pharmaceuticals, retail, cafes and restaurants, beauty salons, and legal services. They are especially useful during product launches, promotions, and sales, as well as for promoting items that do not sell well or have seasonal demand, such as alcohol and medications.

Why are POS materials needed?

POS materials help solve key business tasks:

• Attracting attention: They generate interest and encourage customers to enter the store.
• Navigation: POS materials assist customers in finding the desired products and orienting themselves in the space.
• Stimulating impulse purchases: Bright materials at the checkout encourage spontaneous buying decisions.
• Increasing brand recognition: Advertising helps customers remember the brand and its products.
• Informing about offers: POS materials convey information about discounts, promotions, and product advantages.

Where are POS materials used?

Advertising materials can be placed in various locations:

• Outdoors: Outdoor displays attract attention to the brand and encourage purchases.
• Near the entrance: Advertising at the entrance stimulates people to enter the store.
• In the sales area: POS materials guide customers to products and inform them about new arrivals.
• In product display areas: Advertising highlights the products and informs about prices and promotions.
• Near the checkout: This is where impulse-buy items are often placed.

Types of POS materials

There are many formats and varieties of POS materials:

• Wobbler: Attached to a shelf and sways to attract attention.
• Shelf talker: A narrow strip placed on a shelf.
• Price tag: Informs about the product's price.
• Neck hanger: A tag attached to the neck of a bottle.
• Banner: An advertising medium made of fabric or vinyl.
• Pillar: A vertical stand with advertising information.
• Garland: Flags on a string to attract attention.
• Mobile: A structure hanging from the ceiling to direct customers to products.
• Show box: A box for distributing materials and products.
• Dispenser: A stand for advertising materials.
• Sandwich board: A displayed board with advertising information.
• Lightbox: A lighted box with an advertising poster.
• Mock-up: A life-sized replica of the product.
• Display: A showcase for demonstrating products.
• Bracket: A stand for products of a specific category.
• Brand zone: A corner of the store dedicated to a specific brand's products.
• Stopper: A structure to attract attention to a product.
• Poster: Printed advertising.
• Table tent: For placement on tables in cafes.
• Coin tray: A small dish for money at the checkout.

How to use POS materials effectively

To ensure POS materials become an effective promotional tool, follow these recommendations:

• Develop a concept: Define the strategy and goals of the advertising campaign.
• Create an attractive offer: A simple and clear offer should "grab" the customer.
• Focus on positivity: Advertising should evoke positive emotions.
• Avoid information overload: Simplify materials, keeping only the main message.
• Use a comprehensive approach: Combine different types of advertising and promote products at all stages of the customer journey.
• Conduct promotions: Supplement advertising campaigns with raffles and other activities.