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Ah, the holiday season - that time of year when all the stores turn into a glittering wonderland of festive spending. It’s almost as if the universe itself decided that, for one magical month, we all need to be bombarded with enough glittering promotions to make our eyes water. But don't be fooled by thinking that those twinkling lights along with some festive discount signs are going to make it. No, my friend. That is far from it. It's not about just hoisting up a "SALE" banner and knocking back a few bottles to be able to call it a successful POSM festival campaign. Let's peel away the layers of this retail extravaganza and find out how you can turn that "meh" to a "wow" this Diwali.
POSM, short for Point-of-Sale Materials, are materials used by retails to capture and communicate its message to the buyer at the moment of purchase. This includes attention-grabbing signs, display materials, product tags, and promotional flyers; otherwise, POSM helps in grabbing attention, communicating the key message, and making sales since it makes the products visible and attractive to buyers. Whatever the colourful shelf wobbler, or smart digital display, the critical role of POSM lies in enhancing the shopping experience as well as to increase sales.
POSM elements are categorised into two types: Hard POSM and Soft POSM.
These are paper-based materials easily handled by visual merchandisers.
Examples include wobblers, shelf-talkers, and stickers on products.
Some of the uses of Soft POSM can include-
1. Temporary Promotions: Soft POSM can work wonders for campaigns that are short term such as seasonal sales, limited-time offers, or product launches.
2. High-Turnover Areas: Soft POSM can be used in areas that frequently need a change in layout or are product-focused, as it can be easily and quickly updated when required.
Advantages of using Soft POSM-
1. Cost-Effective: Compared to Hard POSM, Soft POSM is less expensive and can be easily replaced.
2. Flexibility: Soft POSM are easily installed, removed and repositioned when needed.
3. Speed of Deployment: Soft POSM can be deployed easily and rapidly which is crucial for timely promotions.
Hard POSM indicates larger and comparatively hard materials and generally manufactured using mediums such as MDF (Medium Density Fiberboard), ACP (Aluminium Composite Panel), and the like. Such items would require more manpower and energy to produce.
Examples include glowing sign boards, digital signage or MDF/ACP-based displays.
Some of the uses of Hard POSM can include-
1. Long-Term Installation: Hard POSMs are perfect for campaigns or displays intended to last longer, such as permanent store fixtures or branding elements.
2. High-Visibility Areas: Hard POSM are beneficial for areas requiring a strong visual impact like store entrances, end-caps, or high-traffic zones within the store.
Advantages of using Hard POSM-
1. Durability: Hard POSMs are suitable for long-term use as they can withstand wear and tear.
2. High Impact: High POSM are usually more visually striking because of their size, illumination or digital capabilities.
3. Branding Consistency: Hard POSM gives a more professional and cohesive look that can be used to enhance brand perception.
The choice of the correct form of POSM will have to depend on the nature of the campaign in question. In temporary promotions that require quick changes, soft POSM is effective because it is flexible and cost-efficient. On the other hand, hard POSM is perfect for permanent installations or major-visibility areas where durability and visual impact are paramount.
These two types of POSM are both indispensable for building an effective retail environment, and their respective strengths can be applied in such a way as to maximise retailer’s promotional efforts and enhance the overall shopping experience.
A successful POSM deployment during a festive season requires advanced planning and execution. Having a comprehensive checklist will mean that from production to installation, everything will be smooth and maximised for efficiency and impact. Below is the breakdown of how POSM can increase efficiency and impact at your store.
1. Reliable vendors and printers: make sure to choose vendors who have a history of providing with good quality and can be easily relied on. Vendors that are centralised can help in maintaining uniformity across multiple sites.
2. Clear specifications and deadlines: it is very important to set Clear specifications, coupled with strict deadlines, regarding materials to ensure that avoidable delays are not encountered.
3. Quality control measures: Enforce rigorous quality checks at every phase, right from the stage of production to delivery.
4. Inspect before shipment: Every lot of material must have an inspection before it is shipped to the stores.
1. Efficient distribution network: It is very necessary to plan for an effective distribution network beforehand. This would help in minimising the delays and ensuring timely delivery across different locations.
2. Coordination with transportation providers: Close integration with transportation service providers for smooth logistics management.
3. Resource Allocation: The availability of adequate resources in terms of manpower and vehicles to distribute on time and effectively.
4. Shipment Tracking: Observe the flow of cargo with real-time monitoring tools and solve the aspirated problems at the earliest possible moment.
1. Clear Installation Guidelines: Make clear instructions for the installation of POSM, guided by planograms that ensure uniformity and efficiency in their display.
2. Training for visual merchandisers: The visual merchandisers should be given extensive training on how to acquire the skills needed in the proper installation and maintenance of POSM.
3. Installation Progress Monitoring: Monitor the progress of installation from time to time and conform to the guidelines in order to solve the problems on time.
4. Ensure Good Visibility and Impact: Check that all POSM materials are mounted in positions that ensure maximum visibility and impact; for example, at eye level or near checkout counters.
A well-planned POSM campaign can work wonders in gaining brand visibility and provoking sales during festive seasons. The following holistic checklist can be of immense use to retailers in surpassing the most common challenges of POSM deployment and ensuring the smooth execution of a campaign, allowing it to be truly effective. Our seasonal visual merchandising services can lend the expertise and support needed to achieve these goals.
Channelplay, a leading visual merchandising company, provides top-tier solutions to elevate your POSM strategy and ensure your retail promotions have a significant impact. Our expertise covers every aspect of point-of-sale materials, from designing and producing striking displays to the seamless deployment and installation in stores. Leveraging our extensive network of trusted vendors and rigorous quality control, we guarantee that every POSM element meets the highest standards and is delivered on time. Our team also offers valuable insights and strategic support to optimize your POSM for maximum visibility and engagement. Whether you're aiming to boost your Diwali promotions or require ongoing support for your retail campaigns, Channelplay is dedicated to making your POSM initiatives stand out and drive results.