Common types of POSM
| Item | What it is | Where it works |
|---|---|---|
| Dangler | A card hanging from the ceiling or shelf | Kirana stores, chemists |
| Wobbler / shelf talker | A small card that sticks out from the shelf | Supermarket aisles |
| Standee | A free-standing cut-out or roll-up banner | Store entrances, showrooms |
| Counter display | A small stand holding the product at the till | Impulse buys: snacks, batteries |
| Branded rack or chiller | Shelving or fridges in brand colours | Packaged foods and beverages |
| Posters and window decals | Printed ads on walls and glass | Any shop front |
How is POSM different from signage?
Signage, such as a glow sign board above the shop, tells people where the shop is and which brands it sells. POSM works inside, at the shelf and the counter, to influence what the buyer picks.
How to make POSM work
- Design for the real shop: small counters, crowded shelves and poor light.
- Keep one clear message and the price or offer, readable in a few seconds.
- Get the retailer's agreement, or the material ends up in a corner.
- Check placement with photos from the field, and refresh it every season.
Related terms
- BTL (below the line): face-to-face and in-store marketing, which includes POSM.
- Visual merchandising: arranging products and displays so they sell better.
- OOH (out of home): outdoor ads that reach people before they reach the shop.
We design and install in-store material through our signage and retail branding service.
