Every shopper makes the buying decision right on the sales floor: not at home, not online, but standing in front of a shelf of products. According to international studies, up to 70% of purchase decisions are made directly at the point of sale. This is where POSM materials work: advertising tools that draw attention to a specific product and nudge the shopper to buy.
In Uzbekistan the POSM market is developing actively: manufacturers and retailers are investing more and more in store design, understanding that a sound POSM strategy pays off in higher sales. In this article we explain what POSM is, what tasks it solves and how to use POS materials properly to increase revenue.
What are POSM materials: meaning and basics
POSM (POS materials, from Point of Sale Materials) are advertising and information materials placed at points of sale: shops, supermarkets, pharmacies, shopping centers, petrol stations and mobile phone stores. Their job is to make a specific product or brand stand out from competitors on the shelf, catch the shopper's attention and encourage a purchase.
POS materials are not just "pretty stands". They are a working marketing tool that solves specific tasks: announces a promotion, explains the benefits of a product, guides people around the sales floor and reminds shoppers of the brand at the moment of decision. POSM sit at the crossroads of advertising and merchandising: they attract attention and organize the retail space at the same time.
| POSM vs POPM: what is the difference? POSM (Point of Sale Materials) are materials at the place of sale. POPM (Point of Purchase Materials) are materials at the place of purchase. In practice they are the same thing: both terms refer to advertising tools in retail outlets. In Russian-language marketing the abbreviation POSM or the term POS materials is more common. |
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What tasks POS materials solve
POSM is not decoration. Every element on the sales floor should solve a specific business task. Here are the main functions of POS materials:
Drawing attention to the product
On average a shopper spends 3-7 seconds at a shelf before moving on to the next one. In that time the product has to "catch" the eye. A bright shelf talker, wobbler or floor sticker steers attention to exactly the right product among hundreds of items on the shelf.
Announcing promotions and discounts
Toppers, posters, hanging mobiles and shelf stickers announce special offers: "2 for 1", "30% off", "New". Without POSM a shopper may simply not learn about a promotion, even if it is in the leaflet or the app.
Standing out from competitors
One shelf can hold 5-10 brands of the same category. A branded stand, display or pallet display visually separates your products from competitors' and builds the perception of the brand as more significant and prominent.
Navigating the sales floor
Hanging signs, floor navigation and signs on the ends of shelving units all help shoppers find the right category quickly. The easier it is for a person to find their way around, the more likely they are to reach the right department and make a purchase.
Impulse purchases
Checkout displays, promo stands in the aisles and coin trays with a logo trigger spontaneous purchases. The shopper did not plan to buy chewing gum or a battery, but saw a bright stand by the till and added the item to the basket. POSM are what make impulse purchases possible.
How POSM materials increase sales: figures and mechanisms
The effectiveness of POS materials is confirmed by practice and research. International experience shows that well-placed POSM increase sales of a specific product by 15-40%, and in some categories by up to 200% (with a pallet display and a branded display unit).
The main ways POSM influence sales:
- Visibility effect. A product highlighted with POS materials is perceived by the shopper as more popular and reliable. The psychology is simple: "If a brand invests in presentation, it must be confident in its product."
- A shorter path to purchase. POSM removes barriers: the shopper sees the product, immediately gets the price and the benefits, and does not waste time comparing with competitors.
- Emotional connection. Quality promo stands with samples, testers and demonstration materials get the shopper in contact with the product, and the tactile experience raises purchase conversion by 2-3 times.
- Repeat brand contacts. Permanent elements (branded shelves, racks, price tag holders) build a habit: the shopper remembers the brand's place on the shelf and comes back to it.
| Data on Uzbekistan's retail In Uzbekistan, placing promo stands and displays in supermarket chains (Makro, Korzinka, Havas) consistently raises sales of the featured product by 20-35% during the promotion. Brands that use POSM systematically (not as a one-off but on a permanent basis) see growth in shelf share and brand recognition. |
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Main types of POSM materials: a brief overview
POS materials are classified by where they sit on the sales floor and by the task they solve. Below are the main categories used by brands and retailers.
| POSM category | Examples | Where they are placed |
|---|---|---|
| Shelf | Shelf talkers, price tag holders, shelf dividers, shelf stoppers | On shelves and racks |
| Floor-standing | Promo stands, displays, pallet wraps, floor stickers | In aisles, at shelf ends, in promo areas |
| Hanging | Mobiles, hanging signs, ceiling banners, bunting | Above aisles and racks |
| Checkout | Checkout displays, coin trays, small stands | At the checkout area |
| Wall-mounted | Posters, light panels, framed posters | On the walls of the sales floor |
| Outdoor | A-frame signs, flags, signs, bracket signs | At the shop entrance, on the facade |
How to use POSM properly: recommendations
The effectiveness of POS materials depends not only on their quality but also on the placement strategy. A few practical recommendations:
- Place POSM at eye level. Shelf materials placed at a height of 150-170 cm get 2-3 times more attention than items on the lower shelves.
- Update materials regularly. A promo stand with an expired promotion harms the brand more than no stand at all. Plan POSM rotation together with the marketing calendar.
- Agree with the retailer. Large chains in Uzbekistan (Makro, Korzinka) have POSM placement standards: maximum sizes, permitted zones and shelf-space rental terms. Check the rules before production.
- Calculate ROI. Record the product's sales before and after POSM placement. This lets you assess effectiveness and justify budgets for the next campaigns.
- Use quality materials. A cardboard display that falls apart after a week is not a saving but a loss. In Uzbekistan's climate (heat, humidity in the produce areas) PVC, acrylic and metal are preferable.
What POSM materials are made of
The choice of material depends on the service life, the conditions at the point of sale and the budget.
- Cardboard and micro-flute corrugated board. For short-term promo campaigns (1-3 months): floor displays, shelf talkers, wobblers. Cheap, quick and easy to dispose of. Not suitable for humid areas.
- PVC (foamed and rigid). For medium- and long-term structures: price tag holders, shelf dividers, information signs. Light, moisture-resistant, easy to cut and print.
- Acrylic. For premium displays, stands for cosmetics and electronics, price tag holders. Transparent, strong, looks expensive. Service life: 5-10 years.
- Metal (steel, aluminum). For long-term stands, racks and floor structures. Withstands heavy loads and lasts for years, but costs more and is heavier.
- Combined structures. A metal frame + acrylic shelves + PVC graphics is a typical combination for a branded promo stand. The best balance of strength, appearance and cost.
A detailed comparison of cardboard, PVC and acrylic by cost, service life and application is in a separate article: POS materials made of cardboard, PVC and acrylic: what to choose.
Frequently asked questions
How is POSM different from ordinary advertising?
Ordinary advertising (TV, online, outdoor) brings the customer to the shop. POSM works inside the shop, at the moment the customer stands in front of the shelf and makes a decision. It is the "last mile" of marketing: from noticing the product to putting it in the basket.
How much does POSM production cost in Uzbekistan?
It depends on the format and material. A cardboard shelf talker starts from 5,000 UZS each. A PVC floor promo stand starts from 500,000 UZS. A branded metal rack starts from 3,000,000 UZS. Serial production is cheaper: the cost per unit falls with runs of 10+ pieces.
Which POSM are the most effective?
According to research, floor displays and pallet displays give the biggest sales growth (up to 200% during a promotion). But even simple shelf talkers raise sales by 15-25% when placed correctly. Effectiveness depends not on the format but on the strategy: the right product + the right place + the right message.
Can POSM be used for B2B?
Yes. In the B2B segment POSM are used at exhibitions (promo stands, demonstration stands), in showrooms (catalog racks, samples in displays) and in offices (information boards, wayfinding). The principle is the same: make the product stand out and simplify the path to a decision.
How long does POSM last?
Cardboard: 1-3 months. PVC: 1-3 years. Acrylic: 5-10 years. Metal: 10+ years. For short-term promotions it makes sense to use cardboard; for permanent shelf branding, PVC or acrylic.
Who makes POSM in Tashkent?
Full-cycle advertising and production agencies. Aesthetic Pro designs and manufactures POS materials in any format: from shelf talkers and wobblers to floor promo stands and branded racks. We work with retail, FMCG brands and distributors across Uzbekistan.
Order POSM materials from Aesthetic Pro
Aesthetic Pro is an advertising and production agency in Tashkent with its own production facility. We make POS materials for retail chains, FMCG brands and distributors: promo stands, displays, shelf talkers, branded racks and checkout structures. A full cycle, from design and 3D visualization to serial production and delivery to points of sale.
| Aesthetic Pro contacts Phone: +998 (99) 071 99 44 | +998 (90) 320 86 60 Email: aestheticpro2018@gmail.com Address: Tashkent, Sergeli, Birodarlik St., 1 Website: https://aeste.uz |
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Read more about floor-standing structures in the article promo stands and floor displays for the sales floor.
We will make it to fit your task: order POS materials for your store with a cost and lead-time estimate.
