POSMaterial

POSMaterial, short for Point of Sale Material, refers to promotional materials placed at or near retail points of sale to communicate marketing messages and influence shopper behavior. They are designed to attract attention, convey information about products or promotions, reinforce branding, and support merchandising objectives. Common formats include shelf talkers and shelf danglers, counter displays, end-cap displays, floor graphics, hanging banners, posters, wobblers, dump bins, and product stands. Materials range from inexpensive cardboard and corrugated displays to plastic, foam board, acrylic, metal, and fabric, often produced by lithographic or digital printing. Finishes such as lamination or UV coating may be used to improve durability and appearance.

Design considerations emphasize high legibility, clear messaging, brand consistency, color contrast, and appropriate sizing for shelf space. Economic and logistical factors include production cost, lead time, and bulk distribution to retailers, as well as compliance with retailer guidelines and safety standards.

The production process typically includes concept development, artwork and proofing, prepress, printing, finishing (cutting, folding, scoring, lamination), assembly, and packaging for shipping. POSMaterial campaigns are used for product launches, seasonal promotions, price reductions, and in-store demonstrations, aiming to boost visibility, drive trial, and lift sales. Effectiveness is typically evaluated via sales data, promotional lift, and retailer feedback. In some markets, POSMaterial is also referred to as POSM or in-store promotional material.