POSM or Point Of Sales Material Display are advertising materials used by companies to convey their message or communicate information to consumers at the point of sale.
What is POSM display marketing?
POSM marketing entices customers to make an additional purchase close to the cash register. A POSM display is often used with items that a customer may not intend to purchase upon entering the store.
Most commonly, displaying cardboard stands will encourage customers to buy something extra. POSM display marketing can be used for many types of products. This often works best with people who are in a hurry or are capable of making impulse purchases. They are also effective in getting people interested in new products they haven’t tried yet.
Marketing is more than matching form with function
In every industry and market segment, brand differentiation from the competition is an uphill battle. The marketing process is no exception – businesses everywhere have come to understand that people can get any service from a multitude of sources, so a successful marketing plan is key. POSM display can drive consumers past any quality concerns and focus their behavior on one thing: capturing people’s attention to buy your products.
Why does POSM display marketing work so well?
Why is this such an effective way to get additional sales? First, you already have an audience that has made the decision to buy something, which makes them more likely to be open to buying an additional item – as long as it’s relatively inexpensive.
Second, relevant “extra” items can serve as a reminder to customers and trigger their impulse to buy.
After all, no one likes to wait in line, so why not take advantage of this and place cardboard stands? Turn what might be considered a shopping inconvenience into an extension of the shopping experience. Instead of letting people get bored while waiting in line, create a POSM display that reinforces their decision to buy a product, keeping them engaged and interested while they wait.
There are several types of POSM display that can be classified based on their application:
Floor display
Floor display POS are designed to be placed directly on the floor of the store. When building an effective merchandising strategy, the most successful retailers integrate custom floor displays to take advantage of the benefits offered by this type of display. In turn, these cardboard stands can also help increase sales in your store.
A custom and engaging floor display is one that customers will talk about, take photos of, share on social media, and generally create meaningful marketing while interacting with the product.
Display palette
It is important to understand the brand’s goals. Are you trying to maximize profit per unit or gain market share? What are the risks and benefits of each strategy? Deciding on the most suitable form of POSM display is crucial and you need to ask yourself a number of questions to identify design and economic priorities.
The best display pallets highlight the brand, maximize space and present the product in a way that quickly informs and guides customers towards their purchase decision.
The POSM Display solution, made in optimized sizes for display on the pallet, is used in the situation where the stands are delivered with the products already inserted. Thus, handling and transport are done safely.
Display with hangers
Contrary to the idea of “hangers” hanging from the shelves, the display with hangers can be displayed on the ceiling or roof. Such a POSM display is attractive and has the advantage of being placed in a unique position that customers cannot miss.
In most stores, POSM displays can be found in almost every color. They are a way for manufacturers to highlight their wares, with the added benefit of on-site advertising.
Cardboard has proven to be the best material for POSM displays for several excellent reasons:
Cardboard is accessible
A cardboard POSM is much cheaper than plastic, metal or wood, which are the main alternatives. Also, the shipping cost is an added bonus as cardboard is much lighter than other materials.
Manufacturing is fast
It is much faster to have cardboard stands than ones made of plastic, metal or wood, making it possible to quickly implement a new merchandising strategy. Then, if changes need to be made to an initial design after it hits stores, a new version can be quickly created and shipped in its place. This is perfect for short seasonal marketing campaigns.
It is versatile
A cardboard display stand design can be easily modified to best suit your requirements. Whether it’s adding shelves or pockets to hold a particular product, or adding a large, flat surface for a colorful print cardboard can be easily cut and shaped.
Easy assembly
Once the POSM display arrives at your store, it needs to be assembled by staff, and a cardboard POSM can be easily assembled without tools, making it very user-friendly.
It is durable
A cardboard POSM will be able to withstand the normal wear and tear of a marketing campaign, and the corrugated cardboard has the physical integrity to support the weight of the products that are displayed on it.
Get consumers involved
To make an impact, you can even interact with potential customers to draw their attention to your products. How can you do this? Through demonstrations, tastings, product testing, offering free samples, etc.
POSM Display is an excellent tool for increasing sales. When designed effectively, customers enjoy shopping, which motivates them to buy the products. This also helps the bottom line of businesses. When the information on the POSM display is available quickly and attractively, people will tend to purchase your products.