POSM in supermarkets has become popular and popular with many great effects that can both introduce, promote and motivate users’ buying decisions.
1. What is POSM?
POSM is fully written in English as “Point of Sale Materials”, roughly translated as: Items designed at the point of sale. In addition to the name POSM, many people also refer to the POSM types at the point of sale as POPM or POP.
They are used to support sales, introduce products in fairs, retail stores, shops, supermarkets, and improve brand awareness. POSM is more popular in the FMCG industry because it creates an effect that drives and influences the purchasing decisions of a large number of consumers.
POSM comes in many different forms and formats. To distinguish, people will divide into two perspectives on POSM through sellers and buyers. So when finding out what POSM means, we need to know two more concepts, POP and POS. Inside:
- POS: Point of Sale – Point of sale, where the seller delivers his product to the buyer.
- POP: Point of Purchase – The point of purchase, on the contrary, is where the customer will buy the product.
2. Types of POSM in supermarkets are commonly used
There are no restrictions on the design, color, or size of the POSM. Materials at the point of sale are designed diversely, flexibly to suit many different positions. That is why POSM has a dense appearance and becomes a familiar communication tool in supermarkets.
POSM in the supermarket will serve mainly to market and communicate for the types of products and services provided there. In addition, investors can use POSM to advertise some more related services such as banking, electronic payment wallets, …
Instead of listing fully what POSM includes, Sixth Sense Media would like to introduce the POSM types in the most popular supermarket:
2.1. Advertising / sales booth
True to its name, Booth’s use purpose is both to advertise products, at the same time to market and sell. Advertising booths are usually quite large in size compared to other POSM types. Each booth will have 2-5 PGs in charge, both to attract attention, and act as an advisor, persuade users to buy goods, and entice them to participate in games and gift-exchange promotions.
2.2. Standee advertising
The popular size of Standee in the supermarket is 0.6 x 1.6m or 0.8 x 1.8m including the rack frame and the ad maquette print side with Hiflex canvas, decal PP, silk, … The advantage of this POSM type is light weight. , easy to fold, neat, easy to move, suitable for placing in many different positions in the supermarket with relatively cheap production costs.
Divider appears in the product display cabinets, used for the purpose of dividing the areas of each product, making the advertised product stand out and attract more users passing by. Most Divider is designed vertically to save space, not obstruct customers’ shopping.
2.4. Gondola End
Also known as the last shelf, placed at the two ends of the long horizontal shelf in the supermarket. The products on display on the Gondola End are usually either new or in promotion, running sales.
2.5. Check-out counter
This type of POSM located in the cash register area can have a quick impact on a customer’s shopping behavior while they are waiting for checkout. Therefore, the Check-out counter will be more suitable for items such as: brushes, batteries, chocolates, snacks, or some sensitive products such as condoms, cigarettes.
2.6. Display Island
Display Island is located in the center of the supermarket, forming an island displaying products with large and impressive size. Regarding the layout and arrangement of Display Island, depending on the needs, creative ideas of the business to both highlight and introduce products and clearly mark the bold brand mark. But that means, the cost of implementing POSM in this supermarket is quite high.
3. What is the role of POSM in marketing?
POSM marketing is the most suitable campaign to deploy in supermarkets. They bring great benefits and take on extremely important roles such as:
- Is an important part of the plan to increase brand awareness and products. Posm appear in many different positions, reaching out to customers repeatedly during their shopping process (usually lasting over 45 minutes on average) will increase your chances of remembering.
- According to marketing research, 70% of shopping decisions are made in stores, 68% are from motivating activities and items. And Posm in the supermarket are the items that undertake the impact, change of buying decisions immediately from customers.
- The group of users accessing POSM in supermarkets has high shopping and spending needs along with a comfortable and receptive mindset of new products. Implementing POSM in large supermarket chains, the number of impressions generated per day can reach tens of thousands of visitors.
- POSM is produced at a relatively low cost, from many different materials and designs, and can be reused many times.
4. POSM production quote at point of sale
Because POSM in supermarkets is deployed in many different forms, sizes, materials and implementation methods (hiring sales staff, organizing games, using TV, attention speakers, …). so the advertising cost will also be different. The rental price for each supermarket’s location also varies depending on the vision, the area where the ad is displayed, reaching a large number of users or not.
For example, supermarkets, near the cashier’s counter, are places where nearly every user is passing, with higher rental rates. The production cost of advertising booths, shelves, and islands is also higher and more complicated than leaflets, leaflets, and dividers with smaller sizes.
So, for advice and exact quotation for the production cost of each POSM type and the rental price in the supermarket, please contact directly to Hotline: 0934 519 516 to receive the fastest support!
5. Manufacturing and constructing POSM in supermarkets with Sixth Sense Media
Sixth Sense Media is a unit with many years of experience in the manufacturing, construction and advertising printing industry. In addition to normal POSM production, SSM provides contact service to find and hire locations to deploy, place POSM in large supermarkets nationwide to support customers such as: Big C, Lotte Mart, Vinmart, Co.opmart, …
Based on the investor’s information, requirements and budget, Sixth Sense will advise and deploy the production of POSM suitable for beautiful appearance, high durability and competitive price. general market ground. Our advertising positions in supermarkets are also researched, ensuring visibility and accessibility to a large number of customers.
All detailed information about advertising services should be consulted directly, please leave the contact method and request at:
For more advice on the service, please contact the information:
THE SIXTH SENSE MEDIA., JSC
Address: No. 6 Nguyen Cong Tru, Hai Ba Trung District, Hanoi
Hotline: 0934 519 516
Ho Chi Minh office
Address: Room 301, Floor 3, 459 Su Van Hanh, Ward 12, District 10, HCMC
Hotline: 0982 513 898