POP and POS materials: what they are and how they increase sales

Since competition between brands is increasingly being played out on the field of shopping experience, modern companies' investments in POP (Point Of Purchase) and POS (Point Of Sale) materials. have increased significantly. We are not talking about simple decorative elements, but true visual communication vehicles that, if designed and positioned correctly, can capture the customer's attention, communicate brand values, and stimulate purchase by influencing the public's choices directly at the point of sale.

These materials, such as Displays, displays, signage and promotional items, they are strategically placed inside the store, mall or fair and interact directly with the consumer at precisely the most sensitive moment, that is, the moment of the purchase decision.

Enhance the product, strengthen the brand image and guide the consumer toward informed and memorable choice: achieving these three goals requires tools that can combine Visual impact, information and emotional stimulus. POP and POS materials exploit these very characteristics to achieve these precise purposes.

In Red Apple, a communications agency and Brand Specialists active since 1993, we have made the design and implementation of POP and POS materials one of our strengths. With an integrated approach that combines creativity, development and a deep understanding of consumer behavior, our professionals (graphic designers, copywriters, marketing specialists) are able to create tailored solutions that increase brand visibility and boost in-store sales.

POP and POS materials: similar, but different purposes

Within the strategy of visual communication in store, The terms POP and POS cannot be used interchangeably, although they are often confused. For a company aiming for visual in-store marketing, understanding the differences between these two tools is critical to using them effectively and purposefully.

• POP (Point of Purchase) materials. are designed specifically to draw the public's attention inside the store as they explore the place and select products for purchase. These are visual aids that are placed along the purchase path, in the aisles or in thematic areas with the aim of guiding the customer to a specific item or promotion. In summary, POP materials are designed to generate interest, stimulate discovery, and direct the customer's choice to a specific store or area.
• POS (Point of Sale) materials., on the other hand, are placed near the checkouts, thus at the final stage of the costumer journey. Their main purpose is to incentivize impulse purchases and increase the value of the average receipt. They focus on simple, quick messages designed to be immediately received while the customer is waiting to pay. Unlike POPs, POSs work on a very short but potentially decisive interaction time.

, POP materials have a narrative and immersive function, while POS materials act with immediacy to stimulate action. Both, when used strategically and in an integrated way, help to enhance the shopping experience and strengthen the brand's in-store presence.

All about POP materials: which are the most useful for influencing in-store sales

POP materials include. a wide range of tools, each with a specific function and targeted impact on consumer behavior:

• Floor displays: are freestanding structures made of cardboard or plastic that display products in an orderly and visible manner. They are placed along aisles or in passing areas, attracting attention and facilitating product viewing;
• Countertop displays: smaller and more compact, they are designed for limited spaces such as counters or low shelves. Optimal for promotions and new launches, stimulating immediate purchase and increasing the visibility of secondary products;
• Signage and signage: can be rigid panels, hanging signs, posters and banners that communicate promotions, product features or pluses;
• Reglette and crowner: these are elements applied directly on the shelves (reglette) or at the top (crowner), capable of guiding the customer's gaze to a specific reference, creating a targeted focus on the product;
• Promotional totems and columns: we are talking about vertical structures that stand out for their visibility and scenic impact. They are ideal for new product launches or seasonally themed communications;
• Booths and exhibition islands: temporary or semi-permanent installations that make it possible to recreate thematic microenvironments, stimulating customer curiosity and encouraging direct interaction with the product;
• Sensory and interactive materials: these devices broadcast fragrances, videos, sounds or digital content. They are often installed not only to direct purchases directly, but also to elicit unconscious reactions and emotions;
• Window signs: these visual elements, placed in the store's exterior windows, are often the customer's first contact with the product or promotion, and therefore must be consistent with internal communication;
• Floor graphic: stickers and signage on the floor that guide the customer's path, accompanying them to promotional areas or stimulating the discovery of new departments.

Strategic use of POP materials

The use of POP materials is recommended, as we have said, Whenever you want to capture the customer's attention at the exploratory stage, that is, when the consumer moves into the store without a purchase intention yet defined. Precisely for this reason, at Red Apple we study well-defined strategies that maximize the effectiveness of these marketing tools. Thanks to our experience, we are able to understand not only What kind of materials to use, but more importantly when to use them and for which products or promotions they are most effective Than simple POS materials.

Specifically, the following are particularly useful In new product launches, seasonal campaigns, and limited-time promotions, where it becomes essential to communicate quickly and impactfully. Placed in high traffic areas, these tools harness the power of visual communication to stimulate curiosity and generate interest, turning a momentary and almost unconscious stimulus into a concrete action, such as taking the product from the shelf or delving into an offer.

In addition, as Brand Specislists, we think that POP materials are key to strengthening brand awareness through a distinctive and consistent visual presence, supporting integrated communication campaigns in synergy with online and offline activities. The goal is not only to sell, but also to tell a story consistent with brand identity, building a more engaging and memorable shopping experience.

POS materials: the final part of the costumer journey

POS materials comprise a set of tools specifically designed for use in payment areas or in close proximity to checkouts:

• Interactive digital displays: screens placed near the checkout that broadcast dynamic content, promotional videos, or shopping suggestions. They enable real-time updates and create a modern and engaging experience.
• Promotional signage: similar to POP material, but placed close to the cash register. These are signs, stickers or panels that highlight discounts, flash promotions or exclusive benefits for those who buy now. Very useful for grabbing attention in seconds.
• Leaflets, flyers and coupons: easily distributed printed materials that invite people to return to the store, complete an online purchase, or take advantage of a future promotion. Great tools for customer loyalty.
• Customized packaging: eye-catching or branded packaging not only enhances the product, but functions as an additional means of brand communication in the concluding moment of the shopping experience.
• Promotional containers and boxes: are compact displays containing products on offer or free samples. Placed strategically near the checkout, they invite the impulsive addition of items to the cart.
• Promotional labels and collars: Applied directly to the product or packaging, these small but visible tools attract attention and suggest an exclusive offer to be grabbed right away.

Each POS element, whatever it may be, is designed to maximize the value of the average receipt, improve the customer experience during checkout, and incentivize additional purchases even in the final seconds of the store stay.

The POS material strategy: which products or initiatives to focus on to maximize the result

As we understood, POS materials find their greatest effectiveness in the concluding stages of the purchasing journey, when the customer approaches the checkout and is about to finalize the purchase. At these moments, the consumer's attention is already focused but there is still useful space left to influence impulse buying. POS materials, strategically placed near the checkout counter, are designed precisely to intercept the latter possibility, offering visual and promotional stimuli capable of triggering quick decisions.

The following are particularly suitable to promote low-cost products, seasonal items, snacks, accessories or complementary services. They also prove effective for supporting cross-selling campaigns and for conveying quick communications such as exclusive discounts, loyalty programs or benefits for future purchases. The use of digital displays or leaflets with coupons also makes it possible to prolong the relationship with the customer beyond the moment of purchase, accompanying them toward a further online visit or conversion.

In summary, POS materials should be used whenever you want to increase the value of the average shopping cart, improve the checkout experience and make the most of the last few seconds in store to solidify the relationship with the brand and incentivize new buying behavior.

POP and POS materials in an integrated communication strategy

The approach of Red Apple to marketing consists of in the creation of a integrated communication strategy aimed at consolidating and improving all aspects of the brand, both online and offline. POP and POS materials, from this perspective, are critical for conveying audience purchases directly to stores, but they can also be leveraged as an integral part of a marketing campaign.

For example, it is important that these tools are aligned with the brand identity of the brand: colors, fonts, and messages conveyed should consistently recall the brand, should echo its tone of voice, and convey the same values as the company. A consistent image helps to increase consumer trust and strengthen the recognizability of its products.

In-store marketing, consequently, should be inextricably linked to web marketing to maximize its effectiveness: for example, you could apply some QR code to POP and POS materials, thus combining the physical shopping experience with the digital world. Similarly, one can make use of the gamification, inserting sweepstakes with codes to be entered on the Internet found only in the packages of products bought in store.

Most useful for the results of a 360-degree marketing companion is then data analysis and monitoring: people-counting systems or sales analysis software are, for example, very useful in understanding which products work best, or in which POS locations POP and POS materials are more successful. 

A few more details: personalization, targeting and updating

Finally, to ensure the effectiveness of a marketing campaign, three final pieces must be taken into account that, while seemingly obvious, have not yet been discussed: personalization, targeting and updating.

By personalization we mean the Type of outlets where POP and POS materials are to be displayed. Large retailers, for example, need large displays and materials to get noticed and influence the public, while smaller outlets, such as local stores down the street and small businesses may require more compact and direct materials. 

Similar to personalization, it is then necessary to consider the segmentation of the target audience, which affects both the store and the type of customer base. For example, a POP material that works in a high-end store might not be as impactful if placed in a discount store. The important thing, when it comes to in-store marketing, is to analyze in detail consumer habits, what kind of store each type of customer frequents, and organize POP and POP materials based on the analysis conducted. 

Finally, like marketing campaigns, which are continuously updated, POP and POS materials also require constant updates. By promoting seasonal products and new offerings, consumer attention is kept high, thus realizing a campaign that is ultimately always seen as a novelty. 

If you want to turn every point of sale into a great communication and marketing tool, rely on those who really know the potential of POP and POS materials. At Red Apple International we design tailor-made solutions to tell your brand identity, enhance your products and guide consumers to purchase. Contact us And let's build your next in-store strategy together.