POSM: The Strategy To Attract Customers At The Point Of Sale

For those who work in the retail industry or marketing, the concept of POSM is not a new concept. Still, not all retailers know how to apply POSM in supporting advertising and sales. Here is some information related to POSM that retailers should not miss.

What Is POSM? POSM Types And Role In Marketing

1. POSM Definition, Difference Between POS (Point of Sales) And POP (Point of purchase)

POSM stands for Point Of Sales Material. This phrase refers to all items that support the sales process at points of sale, fairs, shops, supermarkets, etc.

The purpose of POSM advertising is to convey product information to help attract consumers and increase brand recognition. POSM's operating position is usually in advertising booths, standees, leaflets, wobblers. 

Standees at stores

All POSM methods are deployed at POP (Point of Sale) or POS (Point of Purchase). 

• POP (Point of Sale) is a place sellers use to introduce their products and goods to customers. This phrase is seen from the seller's perspective.
• POS (Point of Purchase) is a phrase from the customer's perspective. It includes the area around the point of sale where consumers can see the brand's products and promotions.

2. Purpose Of Using POSM In Marketing

POSM has a very important role in business activities and business promotion. This concept is a useful communication tool businesses use to spread brands and services to customers. From there, sales revenue will increase rapidly.

POSM is not displayed at point of sale display stands. It is the most direct and user-friendly communication medium.

2.1. Increase Brand Recognition

POSM is part of the corporate brand identity system. Impressive POSM design shows the brand's professionalism while helping customers trust your business more.

Brand identity building

2.2. Spreading Messages To Customers

Media advertising through POSM, although old, is still extremely effective. Professional POSM helps businesses convey messages to customers more intuitively and intimately.

2.3. Impact on Customers' Shopping Behavior

Beautiful, professional POSM design helps customers impress and remember the brand longer. Customers will want to learn about the brand and make a quick purchase decision when attracted by the information and images in the publication.

Nice POSM can affect shopping behavior

2.4. Low Cost, High Efficiency

Unlike expensive forms of advertising and marketing such as television, events, seminars, and ads, businesses do not need to spend too much money to create ideas, design, and print POSM. Besides, these publications can be reused many times. They are compact and easy to install and move. It helps businesses reach target customers most economically and effectively.

3. Importance of POSM Design

When designing a POSM, businesses need to keep a few important points in mind:

• Highlight the message that needs to be conveyed to the customer, including information such as discounts, incentives, product features, and customer benefits.
• The messages are brief but highly communicative and stimulate the user's needs.
• Include QR codes in publications to increase reliability and point-of-sale efficiency, and collect customer information quickly at the same time.
• Choose impressive colors, and synchronize with other parts of the brand, such as the sales kit, marketing publications, and brand identity kit.
• Measure your target audience, and design your POSM specifically for them.

Top 10 Common Types Of POSM

To increase brand recognition, you can apply some common types of POSM below:

1. Poster

The poster is a publication chosen by businesses to convey messages to customers with images, words, and graphics. The poster's marketing method is to stick along the walls and windows; the message is close and impressive, attracting viewers.

Posters are very popular with retailers, fashion shops, cosmetics, and electronics stores. Large posters are used in building areas and national highways to attract customers' attention.

2. Danglers

Danglers are designs hung in shops, supermarkets, commercial centers, etc. Danglers' purpose is to attract customers' vision from afar and above. The publication's content is promotions, product images, and information about outstanding features of the product.

3. Leaflet

Leaflet helps convey product information effectively in advertising campaigns for businesses. The leaflet is usually printed on A4 or A5 paper, making it easy for customers to access information even on the go. This form of POSM is often used in agencies, cinemas, retail stores, events, exhibitions, or brochures.

4. Standee

Standee is a publication often seen at events, fairs, exhibitions, store openings, and new booths in shopping centers. Standee usually has a size of 0.6*1.6m or 0.8*1.8m, easy to carry when needed to move.

5. Stickers

You can notice many kinds of stickers such as funny stickers stuck on products or regular display shelves. They often impress customers with their small, cute size and contain promotional messages and brief product information.

6. Booths

Booths are the area sales staff use to advise products directly to customers. Each sales booth usually has 2-4 employees in charge.

Booth's role is to draw customers' attention to the brand's new products, mini-games, or promotions. Brands often set up booths at schools, supermarkets, companies, or commercial centers.

7. Divider

Divider is one of the point of sale material examples widely used in supermarkets to attract customers and distribute products. Besides, it also helps retailers to maximize the display area of ​​goods while helping customers easily navigate and find products.

8. Wobbler

Wobbler is widely applied in retail stores, supermarkets, pharmacies, fashion shops, and cosmetics. The content of Wobbler is usually short, impressive, attractive, and eye-catching. This publication is usually placed on a tabletop. The base is mica plastic, has a spring connected to the base, and prints product information and promotions.

9. Gondola End

This is the first part of the product display shelf, commonly found in supermarkets and retail stores. Gondola end's mission is to promote the brand and announce new products and promotions when shopping.

10. Checkout Counter (COC)

COC is a convenient product shelf near the checkout counter. COC displays small products such as snacks, chewing gum, chocolates, etc, or products that are easily forgotten when shopping. They are often put at the checkout counter where customers can see and buy more.

Building A POSM Strategy To Attract Customers

To build an effective POMS strategy, you must keep a few things in mind.

Nice display

1. POMS Optimization To Increase Sales

When designing POMS, you need to keep in mind:

• Subtle coordination between POMS and consumer shopping behavior.
• Observe and measure shopping behavior and products customers notice.
• Messages on POSM should be short, unique, creative, and easy to understand.
• Make a different POSM. Each product has its highlight to stimulate shopping demand.
• Regularly change the placement of POMS to create a new feeling.
• Rearrange product positions so that customers feel more excited when shopping.

2. Drive Purchases With Visual Merchandising

Visual merchandising is a concept used to refer to store layout and product display to attract consumers' attention. Motivate customers to buy more to increase sales.

Visual merchandising

• To create an impressive store layout, you must first understand your customers and to know who your customers are and their shopping behavior. 
• Compare with the brand's purpose to want customers to buy the product? Or they want to have a new experience to decide on the right visual.

The second is to build brand personality. It can be a sense of fashion or practicality. It is advisable to decorate the store according to the brand personality.

Finally, you could take advantage of the "money-making" area in the product display area while focusing on arranging the dining areas to stimulate consumers to shop more.

FieldCheck Software Helps Optimize Display Management

Similar to traditional POMS types, FieldCheck also plays a role in promoting brand awareness and helping to increase sales for retail store chains. That said, FieldCheck brings more benefits than that because it is a technology software application that works on electronic devices.

FieldCheck also optimizes product display management on the Website, e-commerce platform, and point of sale offline.

With the display management feature, FieldCheck helps administrators easily capture specific information at each point of sale without being limited in time and location.

FieldCheck with display management

The software offers many benefits, such as:

• Manage market staff by mobile application.
• Manage the display of products and booths through photos and reports of employees on the system.
• Control display activities and solve arising problems quickly.
• Set up the show program according to the preset standards.
• Check-in/checkout at the point of sale and continuously update information in real-time.
• Record market coverage and Off-Take quantity for timely replenishment.

In addition, the application also helps managers score booths according to detailed criteria. The system works in real-time and can continuously report updates.