- Insights
All you need to know about POSM - Complete guide for retailers
- Reading time: 7 min
- August 6, 2024
Table of Contents
What is a POSM?
POSM stands for Point of Sale Marketing or Point of Sale Materials. It is used by FMCG companies to increase the visibility of their products in store and attract customers’ attention.
We can sometimes feel lost between POSM, POS and POP displays. So what’s the difference exactly?
• POS displays mean point-of-sale displays. They are located near the checkout area, where the sales transaction takes place.
• POP displays stand for point of purchase displays. They can be positioned in various areas within the store, such as aisle ends, the middle of aisles, or near the entry points.
• POSM gathers all the tools and materials used for both POP and POS to promote products and drive sales.
What are the different types of POSM?
There are many types of POSM on the market and they all have various benefits. Here are few of them:
Free-standing display units (FSDU)
Freestanding displays refer to an appealing standalone unit to promote specific products. They can be positioned anywhere in the store. They are generally lightweight and customizable, which makes them a strong ally to attract customers efficiently.
Gondola display
A gondola display is a shelving unit usually located on aisle ends. It is often used to showcase promotions or seasonal products. Gondolas are adaptable so they can be a good option for FMCG brands to display their products and enhance their visibility.
Counter displays unit (CDU)
A counter display unit (CDU) is generally located on or near the store counter. This is a strategic zone because every consumer buying a product needs to go through this area, which gives great visibility to products. They are ideal for smaller products and are great for encouraging impulse buying.
Shelf talkers
Shelf talkers are labels placed on store shelves and are a great way to stand out from all the products on the shelf at lower cost. For example they can be used to promote a new product, highlight special features or inform the consumer of a special promotion.
Floor stickers
Floor stickers are adhesive graphics placed on the floor to grab customers’ attention. They can be either installed in some store areas to lead the customer to the products or directly near the corresponding shelf to grab attention.
What are the benefits of POSM?
Attract customers’ attention & boost brand awareness
Competition is intense on supermarket shelves and consumers have a wide range of products to choose from. An effective POSM can help you stand out on the shelf by making your products highly visible to consumers and differentiating from competitors.
Highlight your promotions
How do you make sure your promotions are visible to consumers? By having strategic placement, an eye-catching design and a clear message, POSM ensures that your promotions are noticed by consumers and make your promotional period a success.
Drive sales & impulse buying
This is one of the most important benefits of POSM because it helps your brand stand out in the eyes of consumers who didn’t think of your products in the first place. Strategically placed, it can encourage impulse buying and boost your sales.
A good example of POSM
Over the years, our Roamlers spotted some impressive POSM in-store. One of them caught our attention: the Ferrero operation for Christmas chocolates. It smartly combines seasonality of the Christmas season, massive displays and a strategic location in the central aisle. Chances of missing out are low!
The Ferrero display featured large and eye-catching units shaped like Christmas trees, filled with different Ferrero products. The central aisle ensured maximum visibility to the products and made it easy for shoppers to grab a box of chocolates. This is a perfect example of a POSM that combines seasonal merchandising relevance, strategic placement and attractive POSM to boost visibility and sales during the Christmas season.
Ensure the compliance of your POSM with Roamler
Setting up POSM in-store is the first step towards increasing sales. But in order to maximize your investment, you need to ensure compliance with your displays over time. What is the current appearance of your POSM in-store? Are your displays well-stocked with your products? Are your promotions correctly set up?
With Roamler, you can easily monitor and ensure the compliance of your POSM in real-time. By leveraging our on-demand community, we can check the condition and placement of your POSM, verify if the displays are set up correctly, stocked appropriately, and maintained in good condition. We provide detailed reports with pictures, compliance scores and actionable feedback to ensure your POSM remains impactful throughout its lifecycle.