Types of pos. POS materials - what are they? Types of POS materials

What are POS materials in marketing? This is a tool that allows you to attract potential customers to a retail outlet, while focusing on a specific product or operating mode point of sale or carried out by it or a certain brand, manufacturer of the promotion. With the help of POS materials, the interest of buyers is awakened, they become interested, move around the retail space to the desired rack, and are provoked to purchase the advertised product. In addition, well-designed POS material can decorate shopping room sales points.

Terms of use

Here are the main provisions for using the manual:

• POS materials should be placed close to the product (the closer the better) that they advertise, without blocking other products;
• it must be understood by any person who has visited a retail outlet for the purpose of purchasing;
• the essence should be formulated briefly: the idea is stated in no more than four phrases, and better - in one sentence;
• it must be aesthetic, installed without tilting in different directions;
• POS materials should not take up too much space on the sales floor; their placement should be moderate;
• they must relate to the concept of the outlet.

Functions of POS materials

Based on the rules for using these materials, their main functions can be formulated:

• informative - the product you were looking for is available at this outlet;
• localization - directing the buyer to the place where the product is displayed using POS materials;
• orientation - the buyer is looking for exactly the product that the advertising campaign is aimed at;
• display of goods - the place where a certain product is displayed is highlighted, which attracts additional attention to it;
• branding - evoking associations with a product in order to strengthen the connection about this particular product;
• motivational - encouraging customers to purchase a given product;
• communicative - information about the product is conveyed at the level of images and test.

Types of POS materials

Start to understand the question “What are POS materials?” necessary with their classification.

It is believed that in order for a buyer to pay attention to a certain product, it is necessary to attract his attention with at least two types of advertising products.

Main types of POS materials:

• Price tags - main view POS materials at the point of sale, through which the buyer finds out the specific price of a certain product. It is important to create an attractive price tag for promoted products.
• Neckhanger - a small tag located on the neck of bottles; can act as advertising POS materials containing basic information about the product.

• Banner is a piece of vinyl, fabric or synthetic material of any size, on which an advertising slogan and an image of the advertised product are applied, placed inside the store or at the entrance.
• Shelf talker is a cardboard strip that is used to separate a branded product from other similar products on a given shelf. This may contain advertising information, and there may also be compartments for price tags.

• Shelf organizer is a one-piece design with product placement, distinguishing it from analogues.
• Bodystand - products made of plastic or cardboard, which can depict a fairy-tale creature, animal or person.
• A dummy is an advertising model of a promotional product, which can be made in full size, or, to attract attention, can be enlarged (such a dummy is called jumbi).
• Show box is a box made of cardboard, on the edges of which advertising is placed, and on the body there may be compartments where sales leaflets with information about the product being promoted are inserted.
• Mobile is an advertised product in the form of a suspended image. They can be composite, volumetric and flat.
• Lightbox is a poster with an advertisement placed on it, which has internal lighting and is located in a special box. Lightboxes can be hung on a wall or ceiling, or installed on the floor.
• Box for receipts - serve to additionally attract attention by applying advertising drawings.
• Strip holder is a branded advertising strip with light weight products attached to it.
• Sticker - a sticker with advertising information for various surfaces.
• Display - a figured showcase used to display goods during short-term promotions.
• Electronic advertising POS materials are ordinary electronic household appliances that convey information to customers (TVs, radios), as well as multimedia terminals.

Classification according to basic technical and operational characteristics

According to the main construction material, these materials can be made of MDF, chipboard, wood, cardboard, rubber, paper, film, plastic, metal, composite materials, wires.

According to additional equipment, they can be without equipment (not necessary for operation), electrically autonomous (not requiring an electrical connection), electrical, interactive (with " feedback"and software updates), electronic (with computers or microcontrollers and software updates), connected to the Internet.

Based on their dimensions, POS materials are divided into large-, medium- and small-sized.

By weight without packaging: light (up to 5 kg) and heavy (all others).

Information in POS materials

These materials are developed according to the KISS principle, which involves delivering concise and simple messages that call for purchase here and now. Information posted on POS materials should be understandable to a 14-year-old child with an average intellectual level of development. They should not cause bewilderment, irritation, or other negative emotions.

Accommodation

From a marketing point of view, not only the correct selection of the type is important, but also the correct placement of POS materials in the place where they should be.

On the street in front of the retail outlet building, various signs, billboards, and signboards are placed; corresponding graphics may be present on the sidewalk.

In the entrance area there is information about the operating hours of the outlet, contacts, ongoing promotions, and there may be various kinds of posters and stickers.

The sales area contains brightly decorated signs, floor graphics, stickers, wobblers, and jumbies. The purpose of their placement is to lengthen the time a potential buyer spends on the sales floor.

Places for displaying goods. This is where purchases are made, so the focus of marketers should be on these places. Here it is important to successfully position the product and use a variety of POS materials.

In the checkout area, customers make impulse purchases, so there are mainly small POS materials here, such as coin trays, dispensers, and stickers.

Development is the first stage of the life cycle

It is possible to achieve the necessary impact on the buyer only if the design of the POS material used is successful. It is necessary to decide on the target audience, material, and production tasks. The development of POS materials is usually carried out by professionals. The technical specifications prepared by the customer indicate the type, dimensions, method of fastening, place of use, material, colors and text. Development begins with the preparation of a design layout in which the optimal solution for a given outlet on text placement, color schemes, font, size, text position and other important nuances, after which a project is formed and sent to specialists for the purpose of producing POS materials.

Wear resistance classification

It would seem how wonderful everything is for trade - carrying low costs These materials can be manipulated to some extent purchasing behavior of people. However, these costs are usually short-lived. We have already found out why retail outlets need POS materials. What is this in terms of wear and tear?

POS materials are conventionally divided into three groups based on wear rate:

1. temporary - POS materials with operational potential not exceeding 3 months;
2. semi-permanent - POS materials with a service potential of 3-12 months;
3. permanent - POS materials with service potential for more than 1 year.

Production - the second stage of the life cycle

The production of POS materials is carried out depending on their types and wear resistance. A special manufacturing technology is being developed. As a rule, innovative equipment for POS materials is used, which allows for vacuum forming, laser cutting and spot welding, injection molding, laminating, die cutting, powder painting and other types of necessary technological processes. Besides of this equipment, are used milling machines, plotters, printing presses with cutting, direct printing machine on material, semi-automatic machine for silk-screen printing, and other equipment if necessary. The actions of the designer, designer and project manager must be coordinated.

Finally

You can definitely say by looking at POS materials what it is. These are means of registering places where goods are sold. They should be placed where necessary and aimed at encouraging the buyer to make a purchase of exactly the product that the retail outlet is interested in selling.

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Classmates

From this article you will learn

• What are POS materials
• Where to place POS materials
• How to choose one or another type of POS materials
• Who to trust in Moscow with the production of POS materials

Has it ever happened that you, without meaning to, bought something in a store? more products, what did you plan? For example, when going for sugar, we bought more cakes, pasta, chocolate and, say, a magazine. Neither willpower nor a compiled shopping list can “save” from such cases. This is to blame for the POS materials that are strategically placed throughout the store. They contribute to what we spend more money, buying more products.

What are POS materials

“Point of Sales” is a literal translation of the English abbreviation “POS” (Point of Sales). Hence: POS materials in stores are any advertising placed at points of sale.

The main goals of POS materials:

• Focus on certain products, highlight them for buyers;
• Eliminate any hesitation and lead the consumer to purchase the product.

POS materials, unlike other types of advertising, influence the consumer faster. As a rule, buyers notice them within a couple of seconds. However, competent design, as well as proper placement of POS materials, help increase the profit of a particular store. Due to this property, they are also called “dumb” sellers.

Where are advertising POS materials placed?

Basically, each point of sale is divided into five operating zones, in which POS materials of various types are placed:

1. Exterior design. It is used to draw the consumer’s attention to the point of sale. Signs, advertising posters, various signs, orientation placed in the store - all these POS materials are located in the external area of ​​a specific point of sale.
2. Entry group. This area includes the design of shop windows and the entrance to the sales area: open signs, posters, signs, posters. The main goal of such POS materials is to “force” the consumer to visit the outlet. Here it is not enough to indicate the name of the product; it is also necessary to indicate profitable terms her purchases (discounts, bonuses, promotions), which will encourage a person to enter the store and purchase the product.
3. Shopping room. the main task POS materials directly at the point of sale - competently direct the consumer to the location of the product. Apply here different types navigation: light boxes, signs, floor navigation.
4. Product display location. The most important element placement of POS materials, since it is in this area that the consumer decides whether to purchase the product or not. the main objective here - to make your product more noticeable among the row similar products so that the buyer takes it. The emphasis is on the correct layout of the product and on competent information about it, which includes its main characteristics and advantages. In addition, you can indicate a current promotion or favorable conditions for purchasing this product.
5. Check-out (checkout area). This includes POS materials promoting “impulse buy” products. This zone is designed for inexpensive goods that were not included in the buyer’s plans.

What types of POS materials are there?

There are many types of POS materials for retail:

Shop-in-shop (shop within a store).It is a small part of a retail space, allocated for, so to speak, a closed stand of goods of one brand. The stand, as a rule, is decorated in the same design as the brand.

Eye-stopper (shelf-stopper, stopper). A cardboard or plastic stand that attracts the consumer. In addition, it separates one product range from another.

Acrylight. Stand from acrylic glass, equipped with backlight. The text and image on the stand are applied either by engraving or screen printing.

Audiovisual POSM. An advertising campaign that includes audio and video components with the goal of influencing the consumer. As a rule, these are small screens with flesh players that broadcast various presentations and advertising videos with selling text.

Barket stand. Showcase (panel with cells for goods), where POS products are located.

Blister. Packaging for small products (batteries, hair ties, tablets, chocolate bars). Manufacturing method is the use of vacuum molding from colorless thermoplastic materials. Typically, such packaging fits the product and has a similar shape to it. The heat press connects it with packaging material (foil, paper or cardboard).

Body stand (height figures). Floor image of the product in an enlarged format.

Temporary display. A screen that can be used for no more than three months.

Glorifier. A type of POS materials, which is a whole structure of advertising materials made of cardboard, metal, paper or plastic, which group and present the product at its location.

Corrugated pallet. Corrugated cardboard pallet with advertising poster.

Gravity display. A type of POS materials, which is a display with the help of which the product moves and is issued according to its weight.

Danglers. Small posters attached to ceilings or walls with rope.

Tasting table. A stand with product samples intended for tasting. This is a very convenient and practical way.

Jumbi. Remember the flying baby elephant from the cartoon? This type of POS materials is named after him. It consists of inflatable or paper models of the products offered.

Dispenser (dispense - distribute). An assembled stand or panel where products are located and presented. The goods are freely available and are usually displayed next to the cash registers.

Display (display - demonstrate). Stand or stand for product demonstration. There are long-term and temporary displays. The first ones are made of metal, plastic, chipboard, glass and so on. The second ones are usually cardboard, since this material is cheaper.

Canapes. Illuminated display panel.

Kiosk display. A cardboard or plastic mini-showcase where products are displayed.

Lightbox. A box made of plastic or metal with lighting inside. Lightboxes can be located on the floor, on the wall or suspended on the ceiling. The image and text are printed using silk-screen printing and applied to the inside or outside of the lightbox.

Leaflet holder. Display with slots for brochures or flyers. It can be a floor, table or wall pocket.

Menu holder. Table stand for price tag, menu or product characteristics.

Mobile stands. Lightweight structures for promotions and product presentations. They are easy to assemble or disassemble.

Coin holders. Plastic coin boxes located at the cash register and decorated with an advertising image.

Storage (storage display). A display on which part of the product intended for distribution to the consumer is located.

Island display. A separately installed display that allows access to products from any side.

Pan card (hard poster). A cardboard or plastic poster on a rigid stand, often decorated with a three-dimensional image made by vacuum molding.

Poster. A poster that is displayed in a retail outlet.

Presentation table. A stand demonstrating the products offered.

Checkout display. Display designed for the checkout area.

Cash register. A number of shelves located on the checkout area.

Product presenter. Flyer with product description. As a rule, they are distributed in the promotion area.

Product card. A cardboard or plastic hard poster on which products and prices are presented. It is often designed with a three-dimensional image made using vacuum forming.

Promobox. A box or packaging of a product that is needed for promotions.

Promotional rack. Tasting tables.

Slimline. A set of shelf talkers and price tags located on shelves and racks.

Rack. A type of POS materials, which are advertising stands in the form of shelves standing on top of each other.

Sticker (stick - stick). A type of POS material that is a sticker. It is used to focus the consumer’s attention on the product.

Stripholder (strip tape). Cardboard or plastic product holder, designed in the form of a ribbon. As a rule, it is located near the cash register.

Sampling table. A table used to familiarize consumers with a new product directly at points of sale.

Test stand (test bar). A showcase or floor display that allows you to taste the product.

Trey. POS material, the main function of which is to arrange the display, grouping and offering of goods on shelves.

Framelight- a type of POS materials, which is a panel 30-50 mm thick with backlighting, which is built into its side frames.

Hard poster (pan card). A poster on a rigid stand, often decorated with a three-dimensional image made by vacuum molding.

Checkbox. A cardboard or plastic container for printed receipts, which is located near the cash register.

Checkpoint. A cardboard or plastic advertising stand that is attached to security systems at the exit of a retail outlet.

Shelf display. A small display located on a regular shelf. It focuses attention on the product and also distinguishes it from a number of competing products.

Shelf stopper. A plastic or cardboard stand that attracts the consumer. In addition, it separates one product range from another.

Shelf talker (shelf talker - talking shelf). Panels mounted on racks designed to highlight several types of products.

Shipper. POS material intended for short-term promotions. This is a temporary display made from cardboard or other inexpensive materials.

Show box. A type of POS materials that represents packaging for a group of products. The packaging lid is usually used for an advertising image.

Show card. A rigid poster on which the main characteristics of the product are printed.

Pavement sign. A portable floor stand located in front of the store entrance.

What to consider when choosing POS materials

To use POS materials correctly, it is important to consider some points:

• Goals marketing campaign;
• The nature and type of informing the consumer when presenting goods and services;
• Proposed ways to replace methods of using advertising products;
• The structure of the brand presentation;
• Uniformity of the ongoing promotions and the holistic direction of the POS materials company’s activities;
• Methods of advertising and selling a product.

How POS materials are produced

Many printing houses specialize in selling POS materials and advertising agencies. The creation itself takes place in four stages:

Stage 1. Briefing. This manufacturing stage is characterized by the fact that the customer must indicate the purpose of the POS material, the objectives of its impact, and its implementation. In addition, the customer must indicate the area of ​​its activity and the contingent of its potential buyer.

Stage 2. Preparation of concepts. This stage production is characterized by the development of ideas for POS materials, connecting strategies, testing methods for selling promotional products on different groups potential clients.

Stage 3. Agreement. This production phase is characterized by the presentation of the design to the client. The project must indicate the subtleties of using POS materials. At this stage, the homogeneity of the customer’s company strategy and order structure is also checked.

Stage 4. Carrying out production work. This stage of manufacturing POS materials consists of assembling various designs made of metal or plastic, equipping products with holders, shelves, racks, racks, painting products, attaching trademarks and other necessary data.

How to make point-of-sale POS materials effective

The development of POS materials requires following clear rules:

• An advertising campaign should create a positive impression on the consumer. It is necessary to take into account that it is better to postpone all shocking ideas or use them in regular advertising.
• POS materials must be designed in such a way that the buyer does not feel that the product is being forced on him. It is important to convey an easy and persuasive call to purchase.
• Draw the consumer's attention to the text part. High-quality information on POS materials is a guarantee of the interest of a potential buyer.
• A comprehensive system for placing POS materials to increase sales levels.
• It is necessary that POS materials are suitable in size for the retail space and the location of the product. It is recommended to know in advance the dimensions of the room and the type of lighting in it. This will help you showcase the product at its best.

Who to entrust with the production of POS materials in Moscow

Today there is a huge selection of POS materials. A variety of materials are used for their production: all types of paper and cardboard (foam board, bookbinding cardboard, chrome-plated, corrugated cardboard, and so on), as well as metal, glass, PVC wood, acrylic and polystyrene. In addition, there are many technologies for creating and equipping POS materials, the main of which are almost all types of printing (offset, direct UV printing, screen, solvent, digital, and so on), vacuum forming, welding, die-cutting, powder painting, laminating and many others.

Creating POS materials is a very responsible task that requires certain skills and a creative approach. 15 years – this is the “experience” of the SlovoDelo company in the production of POS materials. By ordering products from us, you guarantee yourself a good partner capable of implementing the most complex projects.

The procedure for cooperation with the SlovoDelo company:

1. Receive a request and estimate the cost.

In order for a manager to estimate the cost of ordering POS materials, he needs to know:

• Product format;
• Layout (can be ready, can be modified, or you can make a layout in a printing house);
• Number of copies (circulation);
• Colorfulness (number and saturation of colors);
• Type and density of material for manufacturing.

Professionals in the printing house work with any circulation of POS materials.

2. Contract and payment

Payment for the order is as follows:

• The first order is paid in full by bank transfer;
• For regular customers, other payment options are also acceptable, the terms of which are discussed directly with the manager;
• All costs are clearly indicated in the contract.

3. Print

Printing of POS materials begins only when the layout is checked and finally approved.

Moreover, you yourself can be in charge of printing your POS materials, having agreed with the manager. The SlovoDelo company also provides the opportunity to print a trial copy, which must be approved by the client. The entire circulation will be absolutely similar to the trial version of the POS material.

The circulation is produced on average 5-7 days. In addition, you can order urgent printing (per day), but the cost of the order increases by 25%.

4. Delivery

Delivery of ready-made POS materials is made to the address provided by the customer during business hours (from 10.00 to 19.00).

Delivery of manufactured POS materials takes place only within the city of Moscow. You can also pick up your order yourself at the specified address: Berezhkovskaya embankment, 20, building 79.

5. Warranty

The SlovoDelo company provides a guarantee that printing equipment, materials, as well as the quality of manufactured POS materials comply with GOST standards (SIBID, GOST R 51205-98, GOST 4.482-87, GOST 21444-5, GOST 9094-89 and etc.).

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What do you get when you contact Active Design?

• Huge selection of POS materials. We do not limit our customers’ choice and produce a large number of products: from very small bonfires (mug coasters) to large prism boards.
• Professional design. Our company employs full-time designers and design engineers who understand the client perfectly. Active Design specialists develop the design of POS materials in accordance with all customer wishes.
• High quality manufacturing. We produce POS-M from metal, aluminum, various types plastic, glass and composite materials on own production, controlling the process at every stage.

Our range of POS materials

External

These are steles, pillars, panel brackets for facades, asphalt stickers and other POS materials designed to capture the attention of a potential buyer passing by a retail outlet. Our bright POS-M will help you increase traffic to your trading floors.

Domestic

With the help of these POS materials placed on the sales floor, the visitor will find the desired product. We make ceiling mobiles, stickers, posters, signs in various sizes, eye-catching floor graphics and much more.

Input

The buyer who enters must be made to understand that here he will find what he needs. For this, various signs, stickers on storage lockers, pylons, life-size figures and other POS materials are used. Active Design also produces carts, key chains, and branded baskets.

Trading

It's time to buy! Trade POS materials motivate the client to purchase a product under the influence of a visual image or text information. We produce various types of trays, racks and racks, and also print attractive stickers, flyers and booklets.

Checkout

How to encourage additional purchases? Place shelves with inexpensive goods near the cash register: chocolates, chewing gum, candies. We produce special designs for this purpose, and also produce coin boxes, checkboxes, bags, purchase separators and other POS materials.

Functions of POS materials

• Informing. POS designs tell your potential clients, what types of goods and products of which brands they can buy.
• Localization. POS materials indicate the location of the store and help you choose the shortest and most convenient route.
• Orientation. In a large shopping center, it’s easy to get lost and exhausted while searching for the right product. POS materials indicate locations specific types products and help build an optimal customer route from a marketing point of view.
• Zoning. Thanks to POS structures made from various materials, the buyer clearly understands where the entrance and exit areas are, where the cash registers are located, and where the thematic areas of the sales floor are. A space divided into zones is easier to master.
• Motivation. This is one of the most important functions of POS materials, which, however, cannot be implemented without the previous ones (information, orientation and zoning). Bright images and inscriptions focus attention on the positive properties of the product, stimulating its purchase.
• Branding. The more often a brand logo comes across to a buyer, the better it is remembered. POS materials help to form and consolidate a positive image of the company among the client.

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In the arsenal modern marketing There are a huge number of tools to attract consumers. One example of a highly effective and at the same time low-budget tool marketing communications are .

The production of POS materials is necessary for those companies that conduct comprehensive advertising campaigns for their brand, and not just advertise at points of sale.

The main task of POS materials is to stimulate consumer demand and consumer activity, to encourage a potential buyer to make a purchase. As experience shows, one advertising activities is no longer enough. Each consumer, going to the store, carries with him a familiar shopping list in order to purchase additional products or changed your usual brand to another, you need to use pos materials. They gently and imperceptibly influence the consciousness of the consumer. The design of POS materials should be high-quality and effective, beautiful and original, luxurious and rich - as befits a truly successful “royal” brand.

The abbreviation POS originates from the English phrase point of sales - “place of sales”, i.e. advertising of any product directly at the point of sale.

(POS materials ) - one of the most effective ways attract the attention of the buyer who makes his choice in the store. Such materials will help promote the brand or product directly at the point of sale. Pic materials are designed to attract more attention and more effective promotion trademark.

The production of POS materials is quite inexpensive, since they are used for this purpose. simple materials, such as cardboard, paper, plastic - but they have a high return, work effectively for you and increase sales volumes significantly. For a higher price segment it is better to use higher quality materials, non-standard design and original forms. They place POS materials on the sales floor, where they direct the buyer to the place where the advertised product is located, distinguishing it from the crowd of competing brands. If such materials are used correctly, they become the strongest means of attracting customers.

POS materials have a very clear task - to increase sales of a specific product or line of products at a specific outlet. The impact that such Promotional Products, motivates the consumer to make a purchase “here and now.” It is precisely this POS materials that stand out from other types of advertising (for example, advertising on TV or radio), which do not imply a quick response from the buyer.

They act unobtrusively and do not irritate the buyer, unlike already boring commercials or billboards on the streets. This is because they are not considered advertising by the buyer, but they are still an extremely effective means of advertising. POS materials for certain types of goods serve as almost the only way to attract attention (for example, for alcoholic beverages and tobacco products, which are subject to advertising restrictions).

Design of POS materials should be unobtrusive, but bright, and attract attention. Just like your product packaging, they can play a decisive role in a consumer's product choice. The design should use corporate colors, a minimum of text and a bright graphic presentation of the product.

Requirements for developing the design of PIC materials:

Functions of POS materials

Pos materials are needed for:

1. Attracting buyer attention to a specific brand or product;
2. Highlighting a trademark or brand from competitors;
3. Stimulating consumer awareness of the brand and its advertising campaign;
4. Reminders to the audience about the product, brand, company;
5. Increasing the level of trust in the company and strengthening its reputation in the market;
6. Impact on consumer purchasing power, stimulating impulsive and deliberate purchases;
7. Executions advertising function- “propaganda” of a product, company or brand;
8. Formation of a “sustainable habit” of the consumer towards the brand;
9. Increasing the level of consumer loyalty to the brand.

POS materials have proven themselves to be excellent in the field of impulse sales, which include various small items - cigarettes, candies, chewing gum, stationery and other goods. Products placed in the checkout area increase their sales only thanks to POS support.

Conventionally, pictorial materials are divided into two types:

1. Printing materials. Anything that is made using various types of printing, using materials such as paper, cardboard, fabric, plastic, etc.
2. Materials from chipboard, metal, glass. More expensive materials, however, their service life is almost endless.

Depending on the location of the village, materials are divided into the following types:

1. Located in the exterior design area;
2. Materials in the entrance group;
3. Located at the place where the goods are displayed;
4. Materials located on the sales floor;
5. POS materials in the checkout area.

Pos materials in the exterior design area:

Panel-bracket - a structure located at the end of the building of a retail outlet, can be static or dynamic, and also illuminated. Most often, such structures rotate around their own axis, with the help of wind or other technical capabilities.
- A sign is a small structure installed in front of the entrance to a retail outlet or indicating its location. It is easy to clean and move, making it very convenient to use.
- Sidewalk graphics - an offer to visit a retail outlet, expressed graphically - an image with a protected surface, applied or glued directly to the asphalt.

In addition to the above materials, various stickers and designs can be used in exterior design, placed on trash cans, glass display cases, windows and doors, floor ashtrays, etc.

Such materials help the consumer quickly find a store where he can purchase the product he is interested in. They attract the attention of the audience, encourage them to visit the outlet, and inform about the availability of certain products.

POS materials for the entrance group:

Plates are plastic or cardboard rectangular plates containing information about a product of an advertising nature, and may contain additional information for the consumer, for example, “closed/open” or “to oneself/to oneself.”
- Product cards - a relief image of a product indicating its cost, placed on cardboard or plastic posters.

In addition, this area uses various advertising stickers on storage lockers, key rings, shopping baskets and trolleys.

Such materials remind the consumer of trademarks offered at this outlet.

Pos materials at the place where goods are displayed:

Shelf - strips made of plastic and attached to the end of racks or shelves that display the name of the product and brief information about it.
- Tabletop - placed on any horizontal surface, but most often on promotional tables or tables near the consumer’s storage room.
- Hanging pockets - detailed information about the product placed in special pockets. To attract attention when preparing information, large fonts and bright contrasting colors are often used.
- Price tag holders - various devices that indicate information about the cost of goods - needles, badges, stands, corners, various clothespins, etc.

These point-of-sale design elements convey to the consumer certain information about the product to control the buyer’s choice directly at the point of “meeting” with the product.
More the generalized classification contains the following types of POS materials:

• Wobblers;
• Mobiles;
• Liners;
• Shelf talkers;
• Stands, spiders and others advertising designs;
• Dummies;
• Stoppers;
• Dispensers;
• Flags and garlands;
• Package;
• Price tags;
• Stickers;
• Leaflets and flyers;
• Brochures;
• Booklets;
• Catalogs;

Advertising tries to catch the consumer anywhere, and the design of points of sale is of particular importance in influencing buyer behavior. Advertising equipment for store spaces is called POS materials. Let's answer the questions: POS materials - what are they 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 various forms and names. Literally, the term “POS materials” means point of sale - point of sale, and this type of advertising includes everything that is a design element trading platforms. They can also be found in large shopping centers, and in small shops, they are designed to influence at the point of purchase.

History of POS materials

The design of in-store spaces appears almost along with the stores themselves. Already in the deep Middle Ages, you can see the design of entrance groups to stores in the most uncomplicated ways. Initially, these were signs and price tags, but gradually the possibilities and needs of advertising increased, and the production of POS materials became widespread. The boom in point-of-sale advertising coincides with the rise of self-service stores in the early 20th century. And since the end of the 21st century. the production of POS materials is becoming a widespread advertising practice.

Peculiarities of perception of POS materials

Advertising at points of sale is most often perceived as a natural element of interior design and navigation. Therefore, the buyer does not have any rejection or negative reaction to various advertising messages inside the store. And original and informative media even meet with the consumer’s favor, as they help him make a choice.

Functions

Entry group. This includes all the decoration of the entrance to the store, these are signs, stickers on the doors, trash cans and ashtrays near the entrance, pillars.

Shopping room. This includes navigation, mobile phones, floor graphics, light panels.

Checkout area. This is a “hot” area that stimulates impulse purchases; counters, displays, and coin boxes are located here.

Display area. The design of places where goods are placed is very important for sales, so there should be a lot of information here to help the consumer; price tags, wobblers, shelf talkers, stands and racks can be placed in these places.

Traditional types of POS materials

Now it's time to look at the types of point-of-sale advertising. Since this advertising serves many functions, there are various types of POS materials. And developers continue to invent new options just to catch the buyer’s attention.

Since the beginning of the 20th century, the production of POS materials has been associated with the formation of traditional types of such advertising. These types include price tags, posters, stands, shelves and signs. Today, media of this type are undergoing changes, new materials are appearing, fastening principles are being improved, so the question is: “POS materials: what is it?” arises again, because it is not always possible to understand whether a phenomenon relates to advertising. Thus, consumers do not recognize branded racks and shelves, advertising inserts in carts and shopping baskets or coin boxes as advertising, and this is an excellent technique for distinguishing a product from competitors.

Modern varieties

Today, the development of POS materials is an entire advertising industry. Innovation actively influences this advertising sphere. Technologies allow you to create unique POS materials. Even experts cannot always answer what it is and how to apply it on the sales floor. For example, unique animated or 3D floor stickers can remind consumers about a product at the point of sale.

Modern varieties include the following advertising POS materials:

Jumbi. These are inflatable samples of the product on a larger scale. Such designs look very impressive, attract attention, and are easy to assemble and transport.

Mobiles. The production of POS materials of this type is quite economical, and the effect is quite high. The hanging design allows you to move the product closer to the buyer's eyes.

Hard posters. They are also called life-size figures because they represent human-size figures of characters or stars from advertising.

Lightboxes. This medium came from outdoor advertising, is a luminous panel with an advertising message.

Pillars. This is a rectangular rotating structure with advertising planes on 4 sides.

Acrylights. These are illuminated planes with the brand name engraved. They can be placed on shelves and racks.

In search of new opportunities, advertisers are coming up with new ways to introduce advertising into the sales floor, so such media as neckhangers appear - paper rings with an advertising message, put on the necks of bottles, i-stoppers - various images, dividers, signs placed on shelves with goods, stickers, various stickers that can be placed anywhere.

Materials

The advertising industry is constantly searching for effective and cheapest materials for advertising media. Technologies for manufacturing POS materials are constantly becoming more complex and improved, the goal of this evolution is to achieve maximum efficiency. Advertising is trying to become more and more effective and economical. The most affordable materials are all types of paper and cardboard. Price tags, posters, leaflets, flags can be made from paper of different thicknesses. Dispensers for stands, stands, and life-size figures are made from cardboard. Different printing methods can be used depending on the specifics of the media. To increase the life of such media, lamination is used.

Plastic is another very common material. Almost anything 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, but their service life is many times longer.

The newest materials are acrylic, LED backlighting, LED panels and backlighting, neon designs and even “electronic paper”.

These materials make it possible to repeatedly increase the brightness of structures, and therefore increase the effectiveness of advertising at points of sale.