POS materials are an arsenal of tools with which a brand and a retailer manage the shopper's attention in the sales hall. Each format solves its own task: some make a product stand out on the shelf, others inform about a promotion, and still others organize an entire brand zone with extra display.<\/p>\n
Retail is developing actively in Uzbekistan: the Makro, Korzinka and Havas chains are growing and new store formats are opening. Demand for professional POS materials is growing along with them. This article takes a detailed look at all the main types of POSM, explains where they are placed, what they are made of and in which situations they work best.<\/p>\n
A shelf talker is an advertising element attached to the edge of a shelf on a rack. It is a small plate of cardboard, PVC or acrylic with a brand name, a logo and a promotional offer. A shelf talker protrudes 3-5 cm beyond the shelf edge and catches the eye of a customer walking along the rack.<\/p>\n
Shelf talkers are among the cheapest and most widespread POS materials. They are easy to print in runs of 500-5000 pieces and quick to replace when a promotion changes. In Uzbekistan, shelf talkers are actively used by FMCG brands in the categories of beverages, snacks, household chemicals and cosmetics.<\/p>\n
A price tag holder is a plastic or acrylic frame into which a price tag is inserted. A branded price tag holder performs a dual function: it informs about the price and at the same time marks the brand's shelf space. The format is especially common in pharmacies and in electronics and cosmetics stores.<\/p>\n
Varieties: clip-on (snap onto the shelf edge), tabletop (for horizontal surfaces), hanging (for display cases and glass shelves). Standard sizes are 39\u00d760 mm, 52\u00d774 mm, 60\u00d780 mm.<\/p>\n
A shelf divider is a vertical partition between the products of one brand and competitors. It visually separates the \"brand territory\" and keeps products of neighboring brands from mixing. A shelf stopper is a larger element, perpendicular to the shelf, with an advertising message. Both formats are made of PVC, acrylic or rigid cardboard.<\/p>\n
A promo stand is a freestanding structure for additional product display outside the main rack. The stand is placed in an aisle, at the end of a rack, in a promotion zone or at the store entrance. It concentrates the shopper's attention on a specific product or line.<\/p>\n
Types of promo stands: cardboard (for promotions of 1-3 months, disposable), PVC stands (medium term, 6-12 months), metal with acrylic shelves (long-term, 2-5 years). For premium brands, stands are made with built-in LED lighting, mirrors and testers.<\/p>\n
A pallet display is product laid out on a pallet right in the aisle of the sales hall. A pallet wrap (shroud) is a branded wrap for a pallet with a logo, a promotion and visual design. This format is used in hypermarkets and supermarkets for major promotions: \"sale\", \"special price\", \"new arrival\". A pallet display gives the highest sales uplift of all POSM, up to 200-400%.<\/p>\n
Floor stickers are stickers on the floor of the sales hall that guide the shopper to a promotion zone or a specific product. They are printed on special anti-slip film with lamination. They are effective as a navigation element and as a tool for drawing attention to a promo zone. Service life is 1-6 months depending on foot traffic.<\/p>\n
An A-frame sign is a folding structure installed at the store entrance outside. It announces current promotions, new arrivals and opening hours. In Tashkent, A-frame signs are actively used by caf\u00e9s, pharmacies, clothing stores and beauty salons. They are made of metal with a poster insert or of plastic with printed graphics.<\/p>\n
A mobile is a three-dimensional hanging structure of cardboard, PVC or plastic fixed above the product display zone. It attracts attention from a distance of 5-15 meters and is visible over the racks. Mobiles can be flat (a double-sided hanging poster) or three-dimensional (3D structures in the shape of a product, a logo or a brand character).<\/p>\n
A hanging sign is a plaque with a category name ("Beverages", "Household chemicals", "Dairy products") hung from the ceiling. It can be standard (from the retailer) or branded (with the logo of the category sponsor). Ceiling banners are large fabric or PVC sheets stretched over the aisles.<\/p>\n
A wobbler is a small advertising element on a flexible plastic stem attached to a shelf. Because the stem is flexible, the wobbler sways in the movement of air and attracts attention with micro-movement. It is one of the cheapest and at the same time most noticeable POS formats. It is printed on cardboard or PVC, with a run from 100 pieces. For a detailed comparison of wobblers and shelf talkers by size, material and run, see the article wobblers and shelf talkers: what is the difference<\/a>.<\/p>\n The checkout zone is the \"golden spot\" for impulse purchases. The shopper stands in a queue, the eye wanders, and a branded display at the checkout works at maximum efficiency.<\/p>\n Compact stands 40-80 cm high with several shelves for small goods: chewing gum, batteries, accessories, samples. They are placed next to the checkout or built into the checkout zone. They are made of metal, acrylic or PVC. Premium versions come with built-in lighting.<\/p>\n A coin tray is a plastic or acrylic change tray with a brand logo. It is one of the most budget-friendly POSM tools, yet it provides tens of thousands of brand contacts a month: every customer sees the coin tray when paying. Coin trays are often used by banks, mobile operators and FMCG brands.<\/p>\n A separate category is long-term structures that become part of the retail space for months and years. This is the most expensive but also the most effective POSM format.<\/p>\n A rack in the brand's corporate style built into the sales hall. It creates a \"store within a store\" effect: the shopper enters the brand's space with a unique design, lighting and display. The format is actively used by cosmetics brands, manufacturers of electronics, alcohol and premium food.<\/p>\n A stand with samples, testers or working models of a product. It is used for electronics (phones, headphones, household appliances), cosmetics (testers, mirrors) and building materials (samples of tile, laminate flooring, paint). A demonstration stand involves the shopper in tactile contact with the product, which multiplies conversion.<\/p>\nCheckout POS Materials<\/h2>\n
Checkout Displays and Mini Stands<\/h3>\n
Coin Trays<\/h3>\n
Branded Stands and Retail Equipment<\/h2>\n
Branded Racks (Shop-in-Shop)<\/h3>\n
Demonstration Stands<\/h3>\n
Cost of POS Materials in Tashkent: Approximate Prices<\/h2>\n
| POS material type<\/th>\n | Price per unit (from)<\/th>\n | Material \/ service life<\/th>\n<\/tr>\n<\/thead>\n |
|---|---|---|
| Shelf talker (run from 100 pcs)<\/td>\n | from 5 000 UZS<\/td>\n | Cardboard, PVC \/ 1-3 mo.<\/td>\n<\/tr>\n |
| Wobbler (run from 100 pcs)<\/td>\n | from 8 000 UZS<\/td>\n | Cardboard + PET \/ 1-3 mo.<\/td>\n<\/tr>\n |
| Acrylic price tag holder<\/td>\n | from 15 000 UZS<\/td>\n | Acrylic \/ 3-5 years<\/td>\n<\/tr>\n |
| Floor sticker<\/td>\n | from 30 000 UZS<\/td>\n | Film with lamination \/ 1-6 mo.<\/td>\n<\/tr>\n |
| Cardboard promo stand<\/td>\n | from 200,000 UZS<\/td>\n | Corrugated cardboard \/ 1-3 mo.<\/td>\n<\/tr>\n |
| PVC \/ acrylic promo stand<\/td>\n | from 500 000 UZS<\/td>\n | PVC, acrylic \/ 6-24 mo.<\/td>\n<\/tr>\n |
| Metal promo stand<\/td>\n | from 1,500,000 UZS<\/td>\n | Metal + acrylic \/ 2-5 years<\/td>\n<\/tr>\n |
| Branded rack (shop-in-shop)<\/td>\n | from 3 000 000 UZS<\/td>\n | Metal, acrylic, LED \/ 3-7 years<\/td>\n<\/tr>\n |
| Outdoor A-frame sign<\/td>\n | from 250 000 UZS<\/td>\n | Metal + poster \/ 2-3 years<\/td>\n<\/tr>\n |
| Coin tray with logo<\/td>\n | from 25 000 UZS<\/td>\n | Acrylic \/ 3-5 years<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n * Prices are approximate and depend on the run, complexity and materials. Series orders of 50+ pcs are cheaper.<\/p>\n How to Choose POS Materials for Your Business<\/h2>\nThe choice of POSM format depends on the product category, the sales channel and the goal. A simple algorithm:<\/p>\n
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