POS material, also known as Point of Sale Materials (POSM), refers to the promotional tools brands use at the checkout area or retail point to enhance customer engagement andboost sales. These materials influence buying decisions during the final moments before purchase where customers are most likely to make impulse choices.
In simple terms, POS material helps brands stand out inside stores, convey messages effectively, and drive last-minute conversions at the point of sale.
What is Point of Sale Materials (POSM)?
POSM stands for Point of Sale Materials, which are marketing and promotional tools placed inside retail environments for in-store promotion. These materials highlight brands, new launches, discounts, or key product features.
POS Material Examples Include:
- Danglers
- Shelf wobblers
- Posters
- Leaflets
- Counter displays
- Standees
- Buntings
Brands use POS material in BTL (Below-the-Line) marketing campaigns to attract specific customer groups at the shelf or checkout area.
Point of Purchase (POP)
The Point of Purchase (POP) is the area where customers interact with products while browsing. It includes shelves, aisles, display units, and product zones.
POP Characteristics:
- Customers evaluate products here
- Influences product comparison and selection
- Ideal for product education and visibility
Examples of POP Displays:
- Shelf trays
- Category signboards
- Product demo counters
POP drives consideration, while POS drives purchase completion.
Also Read – What is ATL, BTL, and TTL marketing?
Point of Sale (POS)
Point of Sale (POS) refers to interactions between the product and customer. These interactions could be at the time of transactions and exit. Remember the chocolate, mint, and candy shelves placed around the billing counter? Well! These same candies are available in the chocolate and munchies section of the store (POP). But putting a few pieces of the candies right before the exit is a part of the brand’s marketing strategy incorporated in a robust merchandising system at the store.
Also Read – What is the MOP, MRP or SRP?
Similarly, have you ever wondered why magazine racks get conveniently positioned at the checkout area? Well, that’s POS marketing! POS displays are exceptional for pushing products that shoppers buy impulsively. Magazines or mouth fresheners are usually not a planned purchase. Therefore, placing them at the Point of Sale is wiser than displaying them on the racks for purchase.
Both POP and POS work towards drawing customer attention to a product and brand. The most suitable display gets chosen depending upon the brand’s requirements and its goals. Brands usually carry out a study of consumer behaviour and associate it with the nature of the brand to choose which Point of Sale Material will work best for in-store promotion. Some examples are posters, danglers, shelves, leaflets & leaflet dispensers, hangers, wobblers, etc. These materials are appealing and informative and are capable of stimulating purchases even at the Point of Sale.
Related Read : Consumer Behaviour in Marketing: An Overview
Point of Purchase vs. Point of Sale
Point of Purchase (POP)
- Location: browsing aisles, shelves
- Purpose: attract interest, educate, influence choice
- Examples: shelf talkers, end-cap displays
Point of Sale (POS)
- Location: checkout counter
- Purpose: trigger impulse buying and finalize purchase
- Examples: counter displays, magazine racks, candy trays
Both work together to increase visibility, reinforce brand recall, and improve conversions.
Point of Purchase Uses & Examples
Point-of-Sale Promotional Materials Help Retailers:
- Draw attention to brands
- Promote new products
- Highlight deals
- Educate customers
- Encourage last-minute purchases
Common Retail POS Material Examples:
- Shelf Talkers: highlight offers or product features
- Digital Signage: animated content for promotions
- Brochures & Leaflets: share product information
- Coupons & Loyalty Cards: incentivize repeat purchases
- Product Displays: create visual appeal and impulse triggers
Uses of Point of Sale Material (POSM)
- Boost Brand Awareness – At the point of sale, brand visibility is boosted through POS materials like banners, posters, and shelf talkers.
Related Read : Brand Visibility: What It Means and How to Increase It
- Promote New Products – POSMs are used to publicize and generate interest in new items.
- Informational Materials – POS materials like pamphlets and flyers are used to inform clients about the goods, services, and promotions available.
- Boost Sales – By highlighting special deals, discounts, and promotions, POS materials help promote impulsive purchases and boost sales.
- Improves Appearance – POSM can help design a welcoming and eye-catching store atmosphere that improves customers’ shopping experiences.
Enhance Brand Image – By using consistent colors, logos, and messages, POS materials can be used to enhance a company’s brand image and values.
History of Point of Sale materials (POSM)
POSM full form in marketing is Point of Sale Material. It has been used by retailers since the early 20th century to promote their products at the point of sale. Over the years, it has evolved with advances in printing technology, digital displays, traditional signage, and augmented reality experiences. POSM remains an essential tool for retailers looking to attract and retain customers.
Also Read : What is a Retailer?
Benefits of Point of Sale Materials (POSM)
Here’s a list of key benefits of Point of Sale Materials (POSM):
- Increased Brand Visibility: POSM helps attract attention to your brand at the point of purchase.
- Boosts Impulse Purchases: Eye-catching displays encourage customers to make unplanned purchases.
- Enhances Customer Engagement: Creative POSM educates and interacts with customers.
Related Read : Customer Engagement Strategies: A Complete Guide for 2026
- Supports Promotions: Highlights discounts, new products, or campaigns.
- Drives Sales Growth: Creates a direct connection between the product and its purchase point.
- Cost-Effective Marketing: Provides impactful marketing without high media costs.
- Reinforces Brand Messaging: Keeps your brand top-of-mind during purchasing decisions.
Why is Point of Sale materials (POSM) important?
Point-of-sale materials are important as they can help,
- Increase Brand Awareness And Visibility for a Business : Posters, banners, and other materials can be used to attract customers toward products or promotions. Logos, colors, and slogans of the brand can be printed on the material to increase brand recognition and recall.
- Generate Repeat Business : Repeat business can be generated from customers & build customer loyalty
- Increase Sales : POS materials can support sales growth by highlighting particular products or deals and enticing customers to make a purchase.
- Inform Customers : Customers can learn vital information about a product, such as its characteristics, advantages, and price, via POS materials.
Related Read : Retail Promotion: 5 of the Best Ideas for Retail Stores
Types of Point of Sale Materials (POSM)
Here are the main types of Point of Sale Materials (POSM) used in marketing:
1. Posters
These are well-known products of the advertising world. They are stuck on flat surfaces, i.e. walls, display shelves, etc. Some widely used poster sizes are Large (60cm x 91cm), Medium (45cm x 60cm), Small (30cm x 43cm) or A4 (21cm x 29,7cm). Posters can be a product at the Point of Sale and even as a POP display.
2. Danglers
Contrary to the idea of hangers that hang off the shelves, danglers hang off the ceiling or the roof. These are attractive and hold the advantage of being placed in a unique position that one cannot miss easily. It could be a simple thick paper cut out with SALE or impressive discounts on it, or it could also be a three-dimensional model promoting any product.
3. Standees
Standees are used in promotional campaigns to attract consumers and make them aware of the product. These are pop up boxboards that are self-standing displays used mainly in grocery stores and pharmacies. Standees are available in various types, including rollup standees, cut out standee, canvas standee, floor standee, LED standee, etc.
4. Buntings
Buntings are a Point of Sale material put up usually on the doors and windows of the store. They are small ribbons or stickers and even flags stitched together, maintaining equal distance from each other. These have writings and graphics giving a subtle yet promotional message, sometimes the brand logo printed.
Related Read : Creative Retail Display and Promotion Ideas to Beat Competitors
5. Other POSMs
Some other materials used as the Point of Purchase advertising are stickers, wobblers, LED window displays, levitating units, acrylic highlighter displays, etc. Like the others, these too communicate the brand’s message and promote sales of their products. These products are designed to attract customers’ attention and lead them to make a purchase instinctively. These materials are found in-store and work wonders as advertising agents in both- POP and POS displays.
By now, we can conclude that POSM is a great tool to increase brand sales. When executed efficiently, customers enjoy shopping, which motivates them to buy the products. This also helps businesses profit, which is a win-win for all. When information is available quickly and attractively, shopping becomes a smooth experience.
Digital POS Material
Digital POS material uses screens, touch panels, LED strips, and dynamic content to engage shoppers. Examples include digital shelf displays, QR-code content, AR product try-ons, and motion-triggered signage. Digital POSMs allow real-time updates, seasonal campaigns, and personalization making them ideal for modern retail environments.
POS Material Design Best Practices
- Keep messaging short and benefit-focused
- Use bold colors and high-contrast typography
- Maintain consistent branding across all materials
- Use imagery that reflects lifestyle value
- Design for eye-level visibility
- Test designs with shopper insights before rollout
How to Choose the Right POS Material
- Identify your campaign goal (awareness, promotion, education)
- Understand shopper behavior in your category
- Select materials based on store space availability
- Choose durable materials for long-term use
- Pick formats suitable for the customer journey (POP vs POS)
- Integrate digital POSM for high-engagement categories
Related Read : Product Distribution Strategy: A Complete Guide
Impact of POS Material on Consumer Behavior
POS material influences attention, perception, and purchasing triggers. It:
- Improves visibility of lesser-known brands
- Shortens decision-making time
- Encourages impulse purchases
- Increases trust with informative messaging
- Enhances overall shopping experience
Well-placed POSM can shift customer decisions right at the shelf.
Cost and Budgeting for POS Materials
The Cost Depends On:
- Type of material (paper, acrylic, digital)
- Quantity ordered
- Print quality and fabrication complexity
- Installation logistics
Budget Tip: Combine permanent fixtures with seasonal POSM to reduce recurring costs.
Why Choose PPMS?
PPMS masters end-to-end retail execution, delivering brands unwavering, high-quality visibility across all channels. Our signature Choices strategy crafts unforgettable customer moments through elite merchandising services, top-tier in-store promoters, and dynamic channel activation tactics. With 25 years of field marketing dominance, we power massive campaigns via unmatched precision, velocity, and live transparency.
Full POSM mastery, agile on-demand execution, rigorous auditing services, and revolutionary field reporting flood brand managers with instant data, visuals, and compliance intel. These unlock real-time performance tracking, strategy shifts, and peak in-store results. Data-fueled retail frameworks propel visibility, conversions, and loyalty to new heights.
Mastering modern trade vs general trade or self-service realms, PPMS executes impeccably across our national grid and tech ecosystem. Elite teams, bulletproof ops, and sharp analytics forge every brand encounter into streamlined, uniform powerhouses.
Select PPMS India’s elite ally for explosive retail execution, shelf supremacy, and verified growth.
Related Read : Stock Audit: How To Perform Stock Audits For Businesses?
Conclusion
Any marketing strategy must include POSM material so that companies can interact with consumers and build their brand. POSMs can be placed in strategic locations to draw customers and increase sales, from shelf talkers to danglers. Point-of-purchase displays, shop-in-shops, kiosks, and digital POSM are a few of the variations. To build personalized and captivating marketing strategies that resonate with their target audience, businesses need to grasp these POSM types and apply them successfully. POSM is a useful instrument for reaching this objective and boosting sales in today’s industry.
Frequently asked Questions(FAQs)
1. What is POS Material and why is it important for retail marketing?
POS material influences shopper decisions at the point of purchase, boosts brand awareness, and increases impulse sales.
2. How can POS material increase impulse purchases?
By placing attractive, easy-to-grab items near checkout counters and highlighting deals through visual cues.
3. What are the latest trends in POS material design?
Digital signage, AR experiences, sustainable materials, modular fixtures, and personalized dynamic content.
4. How much does it cost to produce POS materials?
Costs vary by material type: paper is inexpensive, acrylic moderate, and digital displays premium.
5. How do I measure the effectiveness of POS material?
Track uplift in sales, footfall, engagement time, impulse purchase rate, and before/after comparisons.
6. How committed is PPMS to ethical practices?
With SEDEX certification and full compliance focus, PPMS prioritizes fair labor, safety protocols, and sustainable operations in every field activity.
7. How does FRAMe improve field transparency?
FRAMe captures geotagged photos, task completion proofs, and live updates, giving brands instant dashboards to track execution quality anywhere.
