In-Store Branding & PoSM for Back-to-School Impact
School holidays are winding down and suddenly, parents are left with long shopping lists, trying to get everything in order for their child’s first day back to school. New uniforms, crisp notebooks, colourful pens, sturdy school backpacks, and a whole universe of back to school supplies – the annual hunt is on.
Curious to know how the sales of back-to-school products is rampantly growing at a rate of 6.1% every year? We will uncover the impact of visual merchandising and PoSM in this detailed Channelplay guide.
As human beings, we “feast” with the eyes first. This explains why there is an ongoing emphasis on visual branding to make it more marketable and attractive to the target audience.
PoSM (Point-of-Sale Materials) are tools or materials that are used for marketing your products, attracting the attention of the shopper and ultimately encourage a purchase. Believe it or not, PoSM is the “unsung” hero of retail marketing. The smart use of PoSM will define the difference between “blending in” and “standing out.”
Why Back-to-School Is a Crucial Retail Moment?
As a retail brand, here’s why this season is such a crucial retail moment:
Bottom line? It’s a make-or-break moment, and you need your brand front and centre and with visual merchandising and sales force outsourcing service, Channelplay streamlines that entire process for your brand.
Installing the right PoSM in the retail stores require planning for successful execution. So, being aware of the types of PoSM can simplify that for you.
Shelf talkers, as their name suggests, are retail display fixtures that are placed on the shelves to draw attention to specific products, communicate information to the customers and encourage purchases too.
They sit right where the purchase decision is made—on the shelf. They can highlight a feature (“Spill-proof water bottle”), a discount (“Buy 1 Get 1 Free”), or a USP (“Trusted by 10 Lakh+ Moms”).
2. Standees: Your Brand’s Billboard Inside the Store
Why are they effective?
A quick tip: To visually attract children and their parents towards your brand (and products) using a standee POS, consider using fun and vibrant design featuring cartoon characters, school-themed visuals and clear branding. Also, don’t forget to highlight staple back to school products like school backpacks, pencil kits, lunch boxes, etc.
These are your “last resort” at driving sales or promoting upselling. These POS items are usually placed near the billing counters or checkout areas to attract the attention of the customers.
The main objective of countertop displays is to promote “last-minute” or “impulse” purchases. This could include a parent waiting in billing queues looking around or a child that is entranced by the product and simply can’t miss out on it.
How to Plan and Execute an Effective In-Store Branding Campaign?
Here’s a quick breakdown of how to ensure a successful deployment of the in-store branding during back-to-school season:
Visibility Is the First Step to Conversion: Leverage Channelplay
This is where smart in-store branding and PoSM placement come in. At Channelplay, we have worked with leading brands like ONDC, Tata NexArc, Snapdeal, OYO, Apollo Hospitals, etc., create seamless, impactful retail experiences.
