In a shop, customers see dozens of shelves, hundreds of products, price tags, offers and advertising messages. Even someone with a shopping list may change their mind at the shelf: notice a new product, choose an alternative, take up an offer or add something they had not planned to buy.
This is where POSM come into play. Their purpose is to help a product get noticed when a shopper is nearby and ready to decide.
Bright colours or a large structure alone do not make advertising effective. Good point-of-sale materials start with understanding people: where they look, how they move through the shop, where they stop and what information they need to take the next step.
What are point-of-sale materials?
Point-of-sale materials are advertising elements used at or near the place of purchase to draw attention to a product, offer or brand. POS stands for Point of Sale.
POSM include shelf wobblers, shelf talkers, shelf stoppers, displays, branded stands, floor structures, posters, price tags, stickers, lightboxes and other retail elements.
Customers are less interested in the name of the format than its message: new, on offer, try this, look here.
These materials communicate quickly with someone who is already close to making a purchase.
Unlike advertising seen on the commute or while browsing content, POSM work inside the retail space. The distance between an advertising contact and an action can be just a few steps: notice a message, stop, pick up a product and put it in the basket.
Why POSM can influence shopper choice
The main advantage is timing. Shoppers are already in the store, looking at products and comparing options. The task is to help them notice a particular offer.
POSM can distinguish a product from competitors, announce a launch or promotion, guide people to a category, suggest an additional purchase and support brand recognition. At the checkout, they can also encourage a last-minute addition.
Imagine a shelf with ten similar products. A clear shelf stopper or shelf talker can draw the eye to one first. It does not guarantee a sale, but gives the product something every sale needs: attention.
POSM should communicate one clear idea rather than trying to say everything at once.
Start with the shopper's action
A common mistake is to begin with a request for an attractive display. Start by asking what a shopper should do after seeing the materials.
- Stop at the shelf?
- Notice a new product?
- Pick up the product?
- Add another item to the basket?
- Scan a QR code?
- Try the product?
The answer determines the format.
To distinguish one product on a crowded shelf, a visible stopper or shelf talker may be enough; a large floor structure might be unnecessary.
A new range may benefit from a separate branded zone or display, giving people more room to explore. A short promotion may call for a temporary structure that is easy to install and remove.
Effective POSM fit the behaviour the brand wants to encourage. They need not be the largest or most expensive option.
Placement can matter more than size
Poor placement can undermine even a strong design.
Shoppers follow a route: enter, move through the store, find a category, approach a shelf, compare products and go to the checkout. Materials serve different purposes at each stage.
Near the entrance, a large element can announce a promotion or launch. On the shop floor, it can guide people to a zone. At the shelf, it can distinguish the product. At the checkout, it can suggest a small additional purchase.
Walk the shopper's route before production:
- Where will they first see the structure?
- Does other equipment obscure it?
- Can the message be read from the intended distance?
- Is the promoted product nearby?
- Can the shopper pick it up immediately?
Moving a display a few metres can sometimes matter more than redesigning it.
You have only a few seconds
Few people stop to read an advertising paragraph in a shop. They are moving, comparing prices and processing many other signals.
Keep the primary message short:
- New
- Try it
- 20% off
- This month only
These are easier to grasp than a lengthy product description.
Information can be layered: a large headline first, details for someone who comes closer, and a QR code for those who want more.
Good POSM help shoppers understand the essentials quickly.
Avoid visibility at any cost
It is tempting to make every element brighter. But when everything shouts, the message gets lost.
A large logo, five colours, several fonts, product photos, benefits, promotional conditions, a QR code and three competing messages on one small surface create visual noise.
Choose the one thing shoppers should remember in two or three seconds. Give that message the strongest visual emphasis and let the other elements support it.
Brand colours, shapes, graphics and a logo should connect the structure to the product while keeping the main message clear.
| Task | Format | What matters |
|---|---|---|
| Highlight a product on the shelf | Shelf talker, wobbler or stopper | The message is visible beside the product |
| Present a product separately | Display or branded stand | The product is easy to spot and pick up |
| Guide shoppers to a zone | Floor stickers, arrows or signs | The navigation follows the shopper's route |
| Attract attention from a distance | Poster, banner or illuminated structure | The key message is readable from the intended distance |
Match the format to the campaign
No single format works for every campaign.
Shelf talkers, wobblers and stoppers highlight products where shoppers compare alternatives. A separate display or branded stand creates a small space around a product away from its usual shelf.
Floor stickers, arrows and signs support navigation. Large posters, banners and illuminated structures can communicate from further away.
Short seasonal campaigns may use lighter temporary materials, while structures that stay in place for months need greater durability.
Ask which format will solve the task at this location, rather than which materials are currently popular.
Add interaction when it serves a purpose
POSM can let shoppers act as well as receive information.
A complex digital screen is optional. A QR code can lead to details, a video, an offer or instructions. A dispenser can provide a sample. The product can be positioned so people can pick it up and examine it.
Interaction is useful when it helps shoppers take the next step. It should be clear with almost no explanation.
If people must navigate five steps, fill in a form and understand a complicated process, they will probably move on.
Make POSM work with the product
Treating POSM as a separate decoration is another mistake.
A beautiful structure loses part of its effect if shoppers cannot tell which product it promotes or where to find it.
The materials should extend the product presentation: guide the eye, explain a benefit or show a clear use occasion.
Related products can work particularly well together. Placing them nearby makes choosing easier and can suggest an additional purchase.
How to tell whether POSM are working
Installation is only half the job. The other half is evaluating the result.
Compare sales before, during and after the campaign, but look beyond sales alone.
Observe whether shoppers notice the materials, stop and pick up products. Track QR visits where relevant. Compare sales from a separate display with the usual shelf presentation.
Consider three stages: how many people saw the structure, how many interacted and how many bought. Compare the result with design, production and installation costs when assessing return.
That gives the next campaign a basis in real shopper behaviour as well as creative judgement.
Common POSM mistakes
- Too much information: shoppers should not have to work out what is being offered.
- Poor placement: even excellent materials achieve little if they are hidden from the main flow.
- The wrong format: not every promotion needs a large display, and a small wobbler will not suit every product.
- Design without a purpose: attractive materials should lead to a specific action.
- No evaluation: without knowing what worked, the next campaign starts from scratch.
Good POSM start with the shopper
A brand has little time to get noticed at the point of sale. Simple, relevant materials in the right place have the best chance of working.
Before design, ask who the shopper is, where they will see the message, what they should understand in a few seconds and which action you want to encourage.
Then it becomes easier to choose between a shelf stopper, stand, display, navigation or interactive structure.
POSM are a point of contact between product and person at the very moment the shopper decides what to put in the basket.
The best materials are those people notice, understand quickly and act on.
Frequently asked questions about POSM
POSM are advertising materials used at or near points of sale. They include shelf wobblers, talkers and stoppers, displays, branded stands, posters, stickers and lightboxes. Their purpose is to help shoppers notice a product or offer.
Define the desired shopper action first. Shelf stoppers and talkers highlight products; a display or stand presents them separately; stickers and signs support navigation. Consider the placement and campaign duration.
Walk the shopper's route and check where the materials will be visible. At the entrance, announce an offer; on the shop floor, guide people to a category; at the shelf, highlight a product; at the checkout, suggest an additional purchase.
Short and clear. Focus on one main idea, such as a new product, special offer or invitation to try it. Put details on a secondary level or behind a QR code so the primary message can be read in seconds.
When it helps shoppers take the next step: learn more, view instructions or receive an offer. Keep the process simple and avoid lengthy explanations.
Compare sales before, during and after the campaign, and observe whether people notice the structure, stop and pick up the product. Track QR visits where relevant. Compare results with design, production and installation costs.
