POSM — what are point-of-sale materials and how should their production and distribution be planned?

The decision to buy is less and less often made at home, while preparing a shopping list. Most often, it is decided in the final few meters — by the shelf, in the aisle, or in the checkout queue. This is exactly where POSM materials do their work, and the way a product is presented in-store can be more important than the advertisement that preceded the shopper’s visit.

For trade marketing specialists and brand managers, the effective use of point-of-sale materials is one of the key elements of communicating with customers at the point of purchase. In this article, we explain what POSM materials are, what types exist, what processes guide their production, and how to plan logistics and distribution so that a retail campaign delivers the expected results.

Characteristics and Importance of POSM Materials in Retail

What are POSM materials?

POSM materials, from the English “point of sale materials,” are all types of carriers that support sales directly at the place of purchase. Their purpose is to display the product beyond the standard shelf and aisle and to encourage the retail customer to make a purchase decision in the zone where that decision is actually made. According to industry estimates, the vast majority of purchasing decisions — often said to be over 70% — are made only in-store, in front of the shelf. This is why product presentation at the point of sale has such a strong impact on sales results.

When should POSM materials be used?

POSM materials are most commonly used in three situations: when launching a new product, when building recognition for a new brand, and during promotional campaigns. In recent years, another increasingly popular scenario has emerged — POSM as a carrier for a lottery mechanism or consumer contest.

Traditional trade vs. modern trade — two approaches

The way POSM materials are used depends largely on the sales channel. Displays for traditional trade are designed differently than those for modern trade. In traditional trade, stands dominate; they are delivered to stores separately and assembled by sales representatives. Here, ease of assembly and structural versatility are key.

In modern trade, the standard is the distribution of co-packing stands, meaning display units delivered together with stock. In this channel, POSM is often treated almost as a product distribution tool. Chains such as Biedronka, Lidl, and Kaufland willingly use this format for large-scale promotional campaigns. In Carrefour hypermarkets, however, spectacular displays are more commonly seen — large-format gates, LED-lit installations, and solutions with motion and sound elements. These are complemented by aisle signage: toppers, wobblers, shelf stoppers, flags, and hangers.

Types of POSM Materials — How to Categorize Them

Permanent or cardboard materials?

One of the first decisions when designing POSM is choosing between permanent and cardboard materials. This is not a question of which one is “better” — each responds to a different need. Cardboard works well for shorter campaigns and seasons, and its advantage lies in flexibility: the display can be adapted to almost any product and promotional mechanism. Permanent materials are designed with long-term in-store presence in mind, which makes them a good fit wherever brand exposure is meant to function for an extended period — for example, at airports or in premium spaces.

At Posperita, we begin work on every project by determining the goal that the POS material is meant to achieve. Only then do we select the format and concept — because a well-chosen carrier is one that responds to the specific task of the campaign, not simply the most impressive option available.

Three main groups of POSM materials

The POSM category is very broad, but for clarity it can be divided into three groups:

• Shelf-adjacent materials — wobblers, shelf stoppers, price tags, toppers, and shelf-end displays. They work directly at the shelf, within the line of sight of the customer choosing a product.
• Freestanding materials — stands, displays, dump bins, totems, human stands, or photo cutout boards. They make the brand stand out in the store space.
• Impulse zone materials — counter displays and small stands placed near checkouts, where it is easiest to trigger an unplanned, impulse purchase.

Key Elements of POSM Production and Preparation

From visualization to prototype

The production process for POSM materials is closely tied to the choice of material and manufacturing technology. In the case of cardboard POS materials — our area of specialization — the work proceeds through several consecutive stages. We begin with a visualization, which allows the display to be seen before it is actually produced. Next, the structure is developed.

A key and often underestimated step is creating a structural prototype — a physical sample on which we check two things: how the product looks on it and whether the structure can actually support its weight.

Worth remembering: the prototype stage should not be skipped. It is on the prototype that structural errors are identified before they become costly — that is, before the production of the full series of displays begins.

Preparing graphic files

After the structure is approved, we move on to preparing graphic files. At this stage, every nuance must be anticipated — from bleeds and cutting lines to maintaining consistent colors at joins. POSM graphics must be vivid, visually attractive, and eye-catching from a distance, because in a dense retail environment they have only a fraction of a second to capture attention.

Effective Management of POSM Logistics, Distribution, and Assembly

Logistics and on-time delivery

Even the best-designed display will not sell anything if it does not reach the store on time. The foundation is therefore the coordination of transport and the timely delivery of materials to the right points of sale — so that the POSM is in place exactly when the campaign starts. A delay of even a few days means that the display is not working during the period for which the budget was planned.

Storage and inventory control

Before materials reach stores, they usually need to be stored somewhere. Storage requires suitable space, protection of materials against damage and moisture, and an inventory control system that helps avoid both shortages and excess stock. This is a stage that is easy to underestimate, but one that can generate real costs.

Assembly at the point of sale

In-store assembly itself should be supported by clear instructions and — if the format requires it — the availability of simple tools. The simpler the assembly, the lower the risk that the display will be set up incorrectly and fail to fulfill its communication function. In the case of spectacular displays, where assembly can be more complex, at Posperita we go one step further — we include a video assembly instruction. Simply scan the QR code placed on the packaging to watch a short video showing step by step how to properly assemble and position the POS material. This solution reduces assembly time in the field and lowers the risk of errors, which is especially important for campaigns covering many locations at once.

Digital on-demand printing — an alternative to storage

Some of these challenges can be eliminated already at the technology level. That is why we offer POS production using digital technology in an on-demand model. On-demand digital printing makes it possible to eliminate costly storage of ready-made displays — instead of maintaining stock, we print new stands when they are actually needed and continuously adapt the graphics to subsequent promotions, without additional prepress costs. Regardless of the chosen model, it is worth planning the rotation and replenishment of materials in advance — this ensures that the display remains continuous throughout the entire campaign.

Effective POSM is the sum of well-made decisions — from choosing the right format, through a refined structure and graphics, to efficient logistics and well-planned distribution. Each of these stages can either strengthen a campaign or weaken it. If you are planning an in-store display campaign, describe your goal and distribution channel to us — we will help select the right material conceptually and prepare a quote.

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