Advertising tries to catch the consumer anywhere, and the design of points of sale is of particular importance in influencing the behavior of the buyer. Advertising equipment of store spaces is called pos-materials. Let's answer the questions: POS-materials - what is it and how are they made? Let's define the main types and functions of these media.
POS materials: what are they and why are they needed?
The development of advertising media leads to the emergence of a variety of forms and names. Literally, the term "POS-materials" means point of sale - a point of sale, and this type of advertising includes everything that is an element of the design of trading platforms. They can be found in large shopping centers and small shops, they are designed to influence consumer behavior at the point of purchase.
History of POS materials
Decoration of in-store spacesappears almost along with the stores themselves. Already in the deep Middle Ages, you can see the design of entrance groups to shops in the most uncomplicated ways. Initially, these were signs, price tags, but gradually the possibilities and needs of advertising increased, the production of POS materials became widespread. The boom in point-of-sale advertising coincides with the emergence of self-service stores in the early 20th century. And since the end of the 21st century. making POS materials is becoming a ubiquitous advertising practice.
Features of perception of POS-materials
PoS advertising is most often perceived as a natural element of interior design and navigation. Therefore, the buyer does not have a rejection or negative reaction to various advertising messages inside the store. And original and informative media even meet the favor of the consumer, as they help him make a choice.
Functions
Promotional POS materials have multiple functions:
- Attracting the attention of the buyer to a particular product. Bright shape and placement in highly visible places allow POS materials to distinguish a certain product from many others on store shelves.
- Purchase Reminder: Placing ads in the checkout area or on the sales floor increases sales by getting the customer to buy things they forgot about.
- Motivation to make a purchase right now: information about discounts and promotions encourages the buyer to purchase goods inthis moment.
- Navigating shoppers on the trading floor: product category indicators help visitors not to get lost in the store, help them find the right product and create a comfortable environment.
- Zoning the retail space: dividing the space of shelves and departments into parts makes the perception of space more comfortable.
- Manage the shopper's journey through the store: custom advertising helps lead the shopper directly to the product.
- And purely advertising functions: awareness and information about the product, work on the memorability and recognition of the brand.
Main advantages
The advantages of POS materials are their brightness, they are excellent at attracting attention, and also that the consumer needs additional information when making a purchase. He needs an additional motivator to choose a certain product from a variety of alternatives. Therefore, such advertising does not cause irritation and rejection (with reasonable use) and is gratefully perceived by the buyer, he does not even realize that these bright signs, flags, wobblers, etc. are advertising.
Accommodation areas
Now that we've answered the question "POS materials - what are they?", it's worth taking a look at the places where they can appear. There are several such zones:
- Outer group. That is, everything that signals the buyer about the existence of an outlet. These can be shop windows, placement of signs on roads and sidewalks, as well as originalstructures, roof installations, signboards. Although some researchers attribute the latter to the types of outdoor advertising.
- Entrance group. This includes all the design of the entrance to the store, these are signs, stickers on the door, bins and ashtrays near the entrance, pillars.
- Trading floor. This includes navigation, mobile, floor graphics, light panels.
- Checkout area. This is a "hot" area that stimulates impulsive purchases, it houses counters, displays, coin boxes.
- Display area. The design of product placements is very important for sales, so there should be a lot of information here to help the consumer, price tags, wobblers, shelf talkers, coasters and racks can be placed in these places.
Traditional types of POS materials
Now it's time to look at the types of POS advertising. Since these ads perform many functions, there are various types of POS materials. And the developers keep inventing new options just to catch the attention of the buyer.
Since the beginning of the 20th century, the production of POS materials has been associated with the formation of traditional varieties of such advertising. These types include price tags, posters, stands, shelves and signs. Today, carriers of this type are undergoing changes, new materials appear, the principles of fastening are improved, so the question is: "POS materials: what is it?" reappears, because it is not always possible to understand whether the phenomenon refers to advertising. So, branded racks and shelves, advertising inserts in carts and shopping baskets or coin boxesthe consumer does not recognize it as an advertisement, and this is a great technique for distinguishing a product from competitors.
Modern varieties
Today, the development of POS materials is a whole advertising industry. Innovations actively influence this advertising sphere. Technology allows you to create unique POS materials. What it is and how to apply it on the trading floor, even experts cannot always answer. For example, unique animated or 3D floor stickers remind the consumer of the product at the point of sale.
Modern varieties include the following advertising POS-materials:
- Jumbi. These are inflatable product samples on an enlarged scale. Such designs look very impressive, attract attention, are easy to assemble and transport.
- Mobiles. The production of POS materials of this type is quite economical, and the effect is quite high. Hanging design allows you to push the product closer to the eyes of the buyer.
- Hard posters. They are also called life figures because they are life size figures of characters or stars from advertising.
- Lightboxes. This medium comes from outdoor advertising, it is a luminous panel with an advertising message.
- Pillars. This is a rectangular rotating structure with advertising planes placed on 4 sides.
- Acrylics. These are illuminated planes engraved with the brand name. They can be placed on shelves and racks.
In search of new opportunities, advertisers come up withall new ways of introducing advertising into the trading floor, so there are such media as neck-hangers - paper rings with an advertising message put on the necks of bottles, eye-stoppers - various images, dividers, pointers placed on the shelves with goods, stickers, various stickers, which can be placed anywhere.
Materials
The advertising industry is constantly looking for effective and cheapest materials for advertising media. POS manufacturing technologies are constantly becoming more complex and improved, the goal of this evolution is to achieve maximum efficiency. Advertising is trying to become more efficient and economical. The most affordable material are all types of paper and cardboard. Price tags, posters, leaflets, flags can be made of paper of different thicknesses. Cardboard is used to make leaflet dispensers, advertising stands, stands, and life-size figures. Printing methods may vary depending on the specific media. To increase the life of such media, lamination is used.
Plastic is another very common material. Almost everything can be made from it: shelves, racks, mobiles, wobblers, etc. Making POS materials from this material is the most economical. Plastic media is more expensive than paper media but has a much longer lifespan.
The newest materials are acrylic, LED lighting, LED panels and lighting, neon designs and even electronicpaper.”
These materials make it possible to repeatedly increase the brightness of designs, which means to increase the effectiveness of advertising at points of sale.
