POSM is an acronym used by Marketing and advertising professionals for Point of Sale Materials.

POSM is broadly used by brands to advertise and market their products. Product information is communicated to the customers thus attracting the attention of consumers. This in turn creates awareness and increases product sale.

Effective POSM Displays produce many advantages for manufacturers and retailers. They’ve been known to increase sales by up to 20% in stores, and they definitely can improve the popularity of a brand.

But before we understand the types of POSM, you need to know the associated acronyms – POS and POS.

Point of Purchase (POP) is all communication that is placed at the display area where the customers are deciding whether to buy the product or not. When brands place POSM in the stores at display area were the customers use to choose what they want to buy- it is the Point of Purchase. They influence the customer at the time of purchase.

Point of Sale (POS) is where the actual transaction takes place – The cash counter or exit area. The brand strategically places a few products at the cash counter which are also available in the display area or product section. But by placing it at the cash counter / exist area the brand are forcing customers to do an impulsive purchase.

Samples of POP – Shelf highlighters, Aisle breakers, Display units, End Caps, etc.

Samples of POS – Check out units, racks at exist area, Dispensers, Counter tops, etc.

Depending on the marketing strategy and products the brand uses POP and POS to influence customers and increase sale. Displays most relevant for the product and its target are used. A brand after studying the target customer decides on which point of sale material to use.

While both POP and POS will raise awareness of your brand, consider the following to define your strategy.