Types and examples of POS materials

POS (point of sale) materials are a type of advertising materials that support the sale of products. As a rule, they are intended for the retail customer, who usually has the opportunity to get acquainted with them directly at the point of sale. It turns out that in the age of mass media, the use of such a classic, stationary type of advertising, such as flyers in stores is still justified. Many customers just at the stage of entering the store need information and direction to a particular product. This is what POS materials are used for, in addition to many other activities in general merchandising or visual merchandising .

Types of POS materials

There are at least several criteria for dividing POS materials. The basic, but purely technical division is between soft and hard materials. The main criterion in this case is the type of material used. The form is not important, let alone the content of the message contained. The more important criterion from a sales perspective is to distinguish the location of individual POS materials. Following this line, one can distinguish:

1. Advertising materials

In the simplest terms, these are all kinds of flyers, posters and brochures. Anything that is placed right at the entrance to the store, as well as at the cash registers and on the store window. Not too large, easy to grasp with the eye, yet with specific content that encourages purchase.

2. Counter materials

This group of POS materials includes all materials that will be found around the counter and checkout area of a store. Among them, for example, are billboards, but also dispensers and stands. This is a good place to place a large number of logos of brands that account for a large portion of sales - high margins apply.

3. Materials for the ceiling

These are primarily hangtags and various types of advertising flags. Hang tags are a key tool for conducting visual merchandising strategies. Among other things, it is with the help of them that we create and guide the customer along the path we have marked out in the store. It is on the hangers that we inform where the customer will find the products he is looking for. And since he knows he has to look up at the ceiling every now and then, it's worth putting sales information there as well.

4. Materials for the floor

These are examples of POS materials, which are also of considerable importance in the context of merchandising strategy. These are various types of displays, stumbling blocks, roll-ups, as well as entire stands and kiosks, which can be built not only in the store, but also, for example, at trade shows or conferences. Also included in this category are frequently used stickers in a variety of shapes and formats.

5. Materials for the shelf

This is where advertising wobblers and shelfstoppers land. These are such hang tags informing about current promotions, mounted directly under the product to which the materials are supposed to relate. The group also includes toppers, which is the resulting information about the group of products that is located in a particular area due to the shelf design.

Although there are various divisions and categories of POS advertising materials , their purposes and uses are clear. The appropriate use of various examples of POS materials can favorably influence the customer's purchase decision, and build the entire path of the customer's stay in the store, which can have a positive impact on the size of the entire shopping cart. Judicious distribution of POS materials can certainly improve product sales performance.