The point of any business is to sell
and you can only sell what the customer is interested in. That’s why every brand tries to be as visible as possible in a sea of thousands of others trying to do the same thing: get the customer’s attention.
We’ll explain what instore marketing means and why brands shouldn’t underestimate point-of-sale communication. We’ll show the difference between POS, POP and POSM, and what types of POSM can be used. Then we’ll look at what effective POSM management entails – how to ensure that materials are delivered, installed, continuously monitored and evaluated correctly. It may sound a bit complicated so far – POS, POP, POSM… Don’t worry, you won’t get lost with us. Let’s make it clear!
The power of instore marketing
How to engage the customer in the store?
Do you want the customer to choose your product?
Then you need to know how the instore environment works – and how to work with brand visibility in it.
Instore purchase
means buying directly in a brick-and-mortar store – unlike in the online environment, the customer perceives stimuli with all his senses.
Instore marketing
builds on sensory and perceptual perceptions and uses various marketing tools and visual elements to influence the customer’s decision at the point of sale.
Instore Communications
is an integral part, i.e. the way the brand communicates with the customer directly in the store. This includes elements such as POS, POP or POSM, which help to capture attention, guide the customer through the space and ideally lead them to purchase.
Online vs. instore purchase: overview of advantages and disadvantages
| Criterion | Instore purchase | Online purchase |
| Contact with the product | ✅ The product can be viewed and tested | ❌ The goods are visible only on the photo |
| Availability | ✅ The goods are immediately available | ❌ It is necessary to wait for delivery |
| Impulse buying | ✅ Decisions are often made on the spot | ❌ Less common without prior intention |
| The buying experience | ✅ The purchase is associated with a personal experience and atmosphere | ❌ Purchasing takes place in an impersonal digital environment |
| Convenience and choice | ❌ Requires personal visit, assortment may be limited | ✅ Wide range of products available from home |
| Price comparison | ❌ Comparison options are limited | ✅ Prices can be easily compared across stores |
Visibility that sells:
What the abbreviations POS, POP and POSM stand for
POS refers to the so-called. Point of Salepoint of sale – usually a cash register or self-service area where the actual transaction takes place. POP, or Point of Purchase, is a broader term that encompasses the area where a customer decides whether to buy goods – it can be a shelf, a display area or an entire store. Finally, POSM (Point of Sale Materials) refers to all marketing materials that are placed in these locations to increase product visibility, promote sales and influence the customer’s decision.
In a competitive environment full of brands and products, presentation plays a crucial role. POSM significantly increases the chances that a customer will notice your product, stop by and decide to buy it. A well-designed and effectively positioned POSM helps:
- make the product visible in the flood of offers
- highlight brand advantages over competitors
- encourage impulse buying
- build brand perception and credibility over the long term
What works, where and why?
POSM types:
POSM materials are differentiated in the shop by location and function. Each type plays a specific role in influencing customer behaviour:
1)Floor means
- stands, floor graphics, promo stands, pallet islands
- attract attention in the open space and lead the customer to the product
2)Shelving means
- shelf dividers, wobblers, stoppers, action rails, price tags, feeders
- act directly at the decision point and increase the attractiveness of the display
3)Cash resources
- checkout stands, purchase dividers, checkout belt covers
- encourage impulse purchases at the end of the shopping trip
4)Wall-mounted means
- posters, light frames, banners
- strengthen the visual communication of the brand and support the atmosphere of the campaign
5)Other means
- hanging banners, window advertising, advertising on shopping trolleys
- extend the visual reach of the campaign in the sales area
6)Soundtrack
- music, radio commercials
- influences the mood of customers and reminds them of promotions or products
In order for the individual POSM elements to work properly, their logistics, installation, ongoing monitoring and evaluation of their effectiveness are essential. It is these activities together that form the so-called POSM management, which determines how effectively the point-of-sale materials will fulfil their purpose.
Are you interested in a non-binding offer?
Discover the power of instore marketing with us.
POSM management:
From planning to reporting
POSM management includes the entire process of planning, distribution, installation, control and evaluation at the point of sale. Only through thoughtful management can you ensure that POSM will truly boost brand visibility and increase sales. At NAUT, we offer a comprehensive solution in POSM management – from taking the materials to the manufacturer, to storing them in our logistics centres, to efficiently distributing them to a wide network of outlets. Our field teams ensure the installation of POSMs, regularly check their status and provide clear reporting. The result is POSM management that works smoothly, quickly and reliably.
It won’t be rocket science with us!
At NAUT we ensure that your POSM materials:
- quickly and without delay
- hit the stores at the right time
- to the right place
- with perfect installation
With an extensive network of warehouses and field teams, we cover thousands of sales outlets across the Czech Republic, Slovakia and Hungary. From picking up POSM materials, through stocking, sorting and distribution, to installation in stores – we handle the entire process in just two days.
After installation, we will also take care of:
- environmentally friendly recycling
- reporting
- Evaluation
We also offer a Mystery shopping service to verify correct deployment
- direct feedback from “undercover customers” that reveals shortcomings in presentation, service and respect for visual and sales brand rules
Are you interested in a non-binding offer?
Let us take care of your POSM management. Fast, flawless and with results.
