“The danglers looked great on the desk. In the shop, nobody sees them.”
Desks fool everyone about size. We test a sample on a real shelf and photograph it from where a shopper stands.
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BTL & Activation · Signage & retail branding · POSM
Point-of-salematerial
Since 201565+ in-house teamKolkata office, 5 team bases
A shopper gives your POSM about three seconds. Make them count, then prove it went up.
A strategist calls you in one working day.
/ 01 POSM agency
Three seconds at the shelfdecide what goes in the basket.
POSM only works when shoppers notice it and shops really put it up. PromotEdge designs point-of-sale material for brands sold through shops, dealers and modern trade.
We get it to the shelf and show you a photo from every store that used it.
POSM means point-of-sale material: shelf strips, danglers, wobblers, standees, tent cards, counter displays and floor graphics. Our POSM glossary page has the short version.
It suits brands sold from a shop shelf or a dealer's counter. Examples: FMCG (fast-moving consumer goods) packs, wellness products at the chemist's counter, industrial makers with dealers, and real estate sales offices.
We start with the shelf and your sales numbers, not a design we happen to like. Delivered through PEXORA, a joint venture of PromotEdge and Prodigy. Compare it with signage and retail branding.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What you receive
The pieces,and what we check first.
| Piece | Where it goes | What we check first |
|---|---|---|
| Shelf strips and wobblers | Shelf edge, under and beside your pack | Edge height; does the store allow it |
| Danglers and posters | By the shelf, door, glass or fridge | What else hangs there |
| Standees and counter displays | Aisle, and by the till | Floor and counter space |
| Tent cards and dispensers | Counters; hold product or leaflets | What a shopper can carry away |
| Floor graphics | The floor that leads to your shelf | Surface, and store permission |
| Store packs and photo proof | One pack per store, with a placement sheet | Your store list, and who delivers |
Most brands need three or four of these. For a lit board outside the shop, see LED sign boards and ACP sign boards.
/ 03 What usually gets in the way
Why POSM misses,and the way through.
“The POSM says our slogan, but shoppers want an answer.”
We put the answer to the commonest shopper question on the piece. One message, in big letters.
“Thousands of pieces went out, and we can't say which shops put them up.”
We pack store by store and send through your sales team or distributors. Each store sends a dated photo.
“Shopkeepers hide our material or throw it away.”
We ask what a shopkeeper would keep, then make pieces that fit his shelf edge and counter.
“We can't tell if the POSM sold anything.”
We compare stores with and without it over the same weeks, and say plainly if it made no difference.
Our beliefWe can't do magic alone. The more involved you are, the faster you see results.
Have photos of your shelves? Send them and we will say what we would change on the piece. Get a free growth plan
/ 04 How we work
Ask at the shelf, test in ten stores,then roll out.
A ten-store test usually takes five to eight weeks, from the first store visit to the first read of sales. That is a planning range, not a promise. We confirm the timeline in the quote.
- 01
Ask at the shelf
Store staff tell us what shoppers ask. The commonest question gets its answer.
- 02
Design for the real shelf
A sample goes on real shelves in two or three stores. Is it seen from the aisle?
- 03
Test in about ten stores
About ten similar stores are kept without it, so the comparison is fair.
- 04
Send it, photo back
Each store gets its own pack, and a photo returns.
- 05
Read the photos, then the sales
What can't be measured can't be achieved. Then we roll out, change or stop.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
Deeper reading if you want the research behind the plan.
How we deliver it, and why
How your business model changes the plan
A dealer-led B2B (business-to-business) maker puts the part number and the service line on the piece. A pack in modern trade follows each chain's shelf rules. A D2C (direct-to-consumer) brand that also stocks shops keeps the same colours and QR code as its site.
- Ask the shelf staff before we design. They hear the real shopper questions every day. A ranked list of the questions.
- Put one answer on the piece. A shopper gives a shelf about three seconds. One message, in big letters.
- Keep matched stores without POSM. Without a comparison, one lucky store looks like a win. A with-and-without sales read.
- Ask for a dated photo from every store. A pack left in a godown helps nobody. A photo log by store.
AI in POSM: today and next
Today: first drafts
Adobe says Firefly can create images and vector graphics, and that its Firefly models are commercially safe. That helps early layouts. A draft still has to be sized to the real shelf and checked on one.
Source: Adobe Firefly page, read 10 October 2026
Next
Our view: drafts will keep getting faster. The shopper question, the shelf test and the photo proof still need people in the shop.
Planning a rollout across many stores? Tell us the store count and the route to each shop. Talk to us
/ 05 Cost
What affects the cost of POSM.
No price list. These things move the number.
There is no price list, because one counter card and a standee in 5,000 stores are very different jobs. The scope is written down first.
What affects the cost
- Number of stores and store types
- The pieces, sizes, materials and finish
- Packing store by store, and how far packs travel
- Who puts it up: your team, your distributor or our crews
How we quote
- You tell us about your stores
- We visit a few stores and agree the test
- We send the quote within 2 working days, each cost on its own line, for your approval
What you get in the quote
- Store visits, designs and a sample to approve
- The ten-store run, store packs and a photo from every store
- Any shelf-space fee a chain charges, at cost
Cheap POSM that never reaches a shop is not cheap. Ask each agency how it will prove the POSM went up. Selling through dealers? Read about trade and channel marketing.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Keep exploring
Related pages.
The expertise that fits your business, and the places we work.
More in signage and retail branding
Goes well with
What people say
In their own words
What clients told us after working with PromotEdge.
“I really want to thank Sayantan and his team from PromotEdge because what I find good in them is that, the team. When the team is wonderful, the outcome will definitely be wonderful. …”
Abhijit BhattacharyaFormer Captain Indian VolleyBall Team; and Founder of Brahmaputra Volleyball League“Hi, my name is Hitesh Malhotra. I'm working in FIVB. We are working with PromoteEdge (with Team Sayantan). I would like to give you a brief detail. …”
Hitesh MalhotraSports Development at Fédération Internationale de Volleyball - FIVB“The PromotEdge Agency stay with us all these 3 days, since when we arrived..more, more than 3 days. Since in the airport, they stayed together with us (FIVB team). …”
GibaBrazilian Former Volleyball Player
No pressure. No sales pitch.
Tell us which shelf you want to win.We'll show you the plan.
Straight answers.
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A POSM agency designs the pieces for the real shelf, gets them to the right shops and proves they went up. The step many skip is the test. We try a piece in about ten stores and compare sales before you pay for the full run.
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Look at what happens after the design, not at the pictures. Ask whether they study real shelves, test in a few stores first and prove with photos who put the POSM up. Ask how they will compare sales. Ask every agency, including us.
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We usually suggest about ten, with about ten similar stores kept without the POSM. That is enough to see past one lucky store, and small enough to cost little. If your stores differ a lot, for example big chains and small kirana shops, use more.
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Whoever visits the shop most often. Your sales team knows the stores that matter, and distributors reach the small ones. We pack each store's pieces and ask for a photo when they are up. Where neither can do it, we arrange crews to fit them.
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In two steps. Photos with time, date and place show which stores put it up. Then we compare sell-through, the share of stock sold in a set time, in stores with and without it. If sales did not move, we say so. Each piece also carries a date, so old offers come down.
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Yes. Our servicing team is based in cities across India, and we talk every day on calls and shared photo reports. We visit your city regularly, and when a rollout needs it, our team works at your site or stores.
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Tell us your category, and we will say what we can show. We have worked with brands since 2015, from steel firms to a jeweller. No published case of ours is a POSM job yet, so we will not claim results we cannot show.