POS (Point of Sale) materials play a crucial role in marketing strategies, influencing customers’ purchasing decisions directly at the point of sale. Their diverse forms and applications effectively attract consumer attention while promoting products and services.
Classification of POS Materials: From Stands to Wobblers
- Stands: Freestanding structures showcasing products or advertising information. Made of cardboard, plastic, or metal, they are often placed at store entrances or near checkout areas to highlight promoted items.
- Wobblers: Small, flexible elements attached to shelves that move to catch customers' eyes. Typically made of plastic, they come in various shapes and colors.
- Hangers: Hanging advertising elements mounted on the ceiling, such as banners, flags, or mobile structures. They are particularly effective in large retail spaces where they are visible from a distance.
- Shelf Stoppers: Protruding elements extending beyond the edge of shelves to draw attention to specific products or promotions.
- Dispensers: Stands for leaflets or product samples, placed on counters or in strategic store locations to encourage customers to explore the offerings.
Applications of POS Materials in Various Industries
In the food industry, stands and displays are widely used to promote new products or seasonal offers. During the holiday season, candy manufacturers often use eye-catching stands shaped like Christmas trees or Santas to attract customers.
In the cosmetics industry, wobblers and dispensers with product samples are effective tools to encourage customers to try new products.
In the consumer electronics sector, hangers and informational posters are often used to highlight the latest technologies and promotions, such as during the launch of a new smartphone model.
In the fashion industry, POS materials like stands with mannequins or posters showcasing current trends help build brand image and encourage purchases.
Examples of Successful Campaigns Using POS Materials
Many manufacturers and retailers have successfully used POS materials in their marketing campaigns, achieving significant sales increases. For instance:
- A global soft drink brand used refrigerator-shaped stands during a summer promotion. Placed strategically, these stands not only caught customers' attention but also emphasized the refreshing nature of the product, resulting in higher summer sales.
- A snack producer introduced wobblers shaped like their products, placed on store shelves. These moving elements drew customers' attention, increasing interest and sales of the promoted snacks.
In the cosmetics industry, a brand introduced dispensers with samples of a new cream, placed on counters in drugstores. Customers could try the product on-site, boosting trust and their likelihood of purchasing the full-size version.
In the electronics sector, a TV manufacturer used hangers featuring the image of a new model, suspended in electronics stores. This helped customers easily locate the promoted product, contributing to increased sales.
