POS IMPLEMENTATION
Effective distribution and handling of POS materials (POSM)
At Cursor, we have been specializing in operational sales support for 25 years, and one of the key areas of our activity is comprehensive POS (Point of Sales Materials) service. We support promotional campaigns, seasonal displays, product launches, and loyalty campaigns in thousands of locations throughout Poland.
Thanks to a dedicated team of assemblers and merchandisers, our own logistics and reporting tools, we control every stage of the process – from the moment the goods leave the warehouse to the final result in the store.
Marta Dąbrowska
Senior Key Account Manager
Nationwide coverage
Presence throughout the country
From large agglomerations to smaller towns, with the same quality and precision. We have installed tens of thousands of materials in both modern retail chains and traditional markets. Thanks to our nationwide network of coordinators and merchandisers, we are able to carry out orders in every corner of the country, regardless of the size of the city. Our experience covers both the largest retail chains and local points of sale.
To date, we have successfully implemented several hundred thousand POSM media, ensuring visibility and recognition for brands throughout Poland.
proven partner
For more than 25 years we have been working with market leaders
This gives us an excellent understanding of quality standards and the specific characteristics of various product categories. By working with market leaders, we have gained unique know-how that we apply to every project, regardless of its scale or nature.
market know-how
We understand the specifics of the retail industry
Our employees perform a range of tasks in retail chains on a daily basis, which means they understand their requirements and know how to operate within their structures. Our daily presence in stores allows us not only to perfectly match POSM materials to a given location, but also to respond quickly to changes.
We know the procedures and restrictions of large chains, we understand the expectations of store staff, and thanks to this, our activities run smoothly, without disrupting the work of the points of sale.
COMPREHENSIVENESS
We manage and distribute the material
We not only assemble, but also store, record, transport, and report, giving our customers full and constant control over their materials. We provide comprehensive service for the entire POSM process: from production, through logistics and assembly in selected locations, to monitoring and reporting results.
Thanks to dedicated record-keeping systems, customers can track the use of materials on an ongoing basis, monitor their condition, and plan future campaigns.
FLEXIBILITY
National and local, seasonal and year-round, pilot and mass campaigns.
Whether you are planning a short test campaign or a nationwide campaign covering hundreds of points of sale, we offer a flexible approach and full support. Our teams are ready to implement activities quickly during peak season and to provide long-term support for permanent displays, ensuring brand image consistency and effective communication at every point of contact with the customer.
SCOPE OF SERVICES
Comprehensive support in the implementation of POSM campaigns
Effective point-of-purchase display is more than just setting up a stand or hanging a poster. It's a well-thought-out process that combines design, logistics, installation and monitoring of results. In our partnership with Luxtrade, we show how our teams take care of every detail - from installing POS materials in stores, to distribution and storage, to dismantling and analyzing campaign results.
Installation of POSM materials at points of sale
We install advertising materials according to guidelines - stands, racks, displays, wobblers, coffers, lighting materials and seasonal decorations. Our teams are familiar with the specifics of working in retail chains - from safety rules, to display standards, to communication procedures with store management.
Distribution of promotional materials
From a central warehouse, we arrange shipments of POS kits to hundreds of outlets across the country - both to large chains and the traditional channel. Thanks to our cooperation with logistics operators and our own fleet, we have control over deliveries.
POSM storage and records
We store and record materials in an orderly manner. We maintain inventories, mark materials with codes, report inventories and flows. With our systems, customers have a full view of resources - by campaign, location and status.
Dismantling and managing materials after the campaign
After the action is completed, we disassemble, assess the condition of the materials, prepare them for reuse or dispose of them in a sustainable manner.
Photo documentation
We document each installation with photos - the client receives a confirmation of completion with the date, location and photo of the final display.
Reporting on project implementation
The reports also contain conclusions and optimization recommendations.
customers
We work with market leaders
Success stories
Comprehensive point-of-sale display services for Brown Forman
Since 2020, we have been supporting Brown Forman, a global producer of premium brands such as Jack Daniel’s and Woodford Reserve, in ensuring consistent exposure in retail chains throughout Poland.
We are responsible for stationary and mobile merchandising, POSM logistics, transport of materials, and comprehensive service and replacement of displays. As a result, the client has gained full control over displays, and sales teams can focus exclusively on commercial activities.
PROGRESS REQUIRING PRECISION
A proven collaborative process
01
Needs analysis and brief
Together we define the business goals and target group.
02
Concept and plan
We create the concept, schedule and select formats.
03
Production and logistics
We prepare materials, team and infrastructure.
04
Implementation
We run the event with attention to every detail.
05
Reporting and recommendations
Photo/video documentation, figures, results and recommendations.
Marta Dąbrowska
Senior Key Account Manager
FAQs
What exactly are POSM materials?
What is the process of POSM implementation by Cursor?
Does Cursor also design and produce POSM?
How does Cursor control the quality of POSM implementation in stores?
How much Cursor time do I need to implement POSM distribution and assembly?
Is it possible to store POSM in Cursor warehouses?
process
What is the process of distributing POS materials?
Distribution of POS (Point of Sale) materials is a key step in any marketing campaign to support sales at the point of sale. The process is not a simple handover of flyers or stands, but a complex, multi-step logistical operation that requires precise planning, coordination and control. This will ensure that the right materials arrive on time and in perfect condition at the right locations, maximizing their effectiveness.
It can be divided into five stages:
- Planning and preparation - in this phase, key issues are determined, such as the type of materials , their number, locations, date of shipment and delivery, so that the materials are available before the start of the promotional campaign;
- Completion and packaging - finished POS materials are sorted and packed according to previously prepared lists. They must be properly completed and properly protected;
- Transportation and logistics - choosing the right carrier is of paramount importance. Depending on the scale of the campaign and the type of PSOM materials, you can use courier companies for smaller packages or shipping companies for larger pallet shipments;
- Receipt and verification - once the materials arrive at the point of sale, it is crucial that on-site staff check the contents of the packages against the distribution list and immediately report any damage or shortages to POS marketing;
- Accounting and reporting - delivery reports, point-of-sale photos, and information on problems and delays are collected and analyzed. This allows you to assess the effectiveness of your logistics operations and make improvements for future...
The entire process of distributing point-of-sale materials is a complex system. From precise planning, to careful picking and packing, to efficient transportation and verification at the point of sale.
Each of these stages is crucial to the success of a marketing campaign. A mistake at one stage can undo all the work put into creating attractive promotional materials!
That is why it is so important to work with an experienced logistics partner that will ensure efficient and effective implementation of the entire process. Cursor is such a partner - we take care of everything from preparation to setting up POS advertising materials on site.
Achievements
How often should POS materials be replaced?
Professional merchandising requires dynamic changes, adapted to the market situation. The frequency of replacing point-of-sale materials is not fixed and depends on many factors that determine their effectiveness and aesthetics. Decision-making on replacement should be based on in-depth analysis:
- in accordance with the marketing campaign - if the posm (point of sale material) promotes a specific product or seasonal offer (e.g. summer sales, holiday campaigns), it should be removed immediately after its completion. Leaving outdated information misleads the customer and lowers brand credibility!
- Assortment rotation - replacement of POS materials is also necessary when the assortment changes. New products or changes in packaging require adjusting materials so customers can easily identify them;
- Physical condition of materials - POS advertising materials are constantly exposed to damage, dirt and wear. A damaged stand, a faded poster, a bent flyer or a dusty wobbler not only fail to perform their function, but also negatively affect the brand image. Replacement should be carried out as soon as you notice their aesthetic deterioration. The frequency of this depends on the intensity of traffic at a given point of sale and the quality of the materials used;
- type of POS material - POS (point of sale) advertising materials are divided into one-time and short-term (flyers, discount coupons, etc.) and permanent (stands, displays, light boxes). In the case of permanent, only inserts, graphics or posters are subject to replacement, and not the entire structure. positive brand image in the recipient's mind;audit and inspection costs;additional and hidden costs - such as installation, repair of damaged materials
etc.
process
What are the costs associated with POSM distribution and handling?
The POS industry is extremely diverse, so the costs involved will vary depending on many factors:
- Logistics and transportation costs - this is the basic and most obvious element. It includes the carrier's fee (prices vary depending on the type of shipment and distance),
- Packaging costs (packing materials into appropriate kits for individual stores is a process that requires precision and time; it is often carried out by specialized logistics agencies) and storage costs;
- Operating and management costs - we include here the costs of planning and coordination,
- ew IT costs when using advanced IT systems to manage the distribution process, track shipments and generate reports;
- audit and inspection costs;
- Additional and hidden costs - such as installation, repair of damaged materials
Using our services allows you to optimize both the process itself and the costs that sales support tools generate, which can significantly affect the profitability of the entire marketing campaign.
Not only do we offer assistance with POS, but we also carry out inventory and take care of sales force outsourcing, we also conduct retail audits. We will help you develop your business - contact us today!