POSM Festive Campaign: Sparkle Up Your Retail Store this Diwali

Ah, Diwali. That time of year when every shop window glows, every brand goes big, and every aisle is dressed up like it’s headed to a shaadi. It’s not just a shopping season—it’s a brand battleground lit up in LEDs and loud messaging.

Let’s decode how your brand can level up this Diwali Festive with smarter, sharper, and truly festive POSM campaigns.

POSM, short for Point-of-Sale Materials, are materials used by retails to capture and communicate its message to the buyer at the moment of purchase. This includes attention-grabbing signs, display materials, product tags, and promotional flyers; otherwise, POSM helps in grabbing attention, communicating the key message, and making sales since it makes the products visible and attractive to buyers. Whatever the colourful shelf wobbler, or smart digital display, the critical role of POSM lies in enhancing the shopping experience as well as to increase sales.

• Cut through visual noise
• Build festive association
• Trigger impulse buys
• Drive shelf conversions

Type of POSM

1. Soft POSM

Examples include wobblers, shelf-talkers, and stickers on products.

1. Temporary Promotions: Soft POSM can work wonders for campaigns that are short term such as seasonal sales, limited-time offers, or product launches.

Advantages of using Soft POSM-

2. Flexibility: Soft POSM are easily installed, removed and repositioned when needed.

2. Hard POSM

Examples include glowing sign boards, digital signage or MDF/ACP-based displays.

1. Long-Term Installation: Hard POSMs are perfect for campaigns or displays intended to last longer, such as permanent store fixtures or branding elements.

Advantages of using Hard POSM-

2. High Impact:  High POSM are usually more visually striking because of their size, illumination or digital capabilities.

The choice of the correct form of POSM will have to depend on the nature of the campaign in question. In temporary promotions that require quick changes, soft POSM is effective because it is flexible and cost-efficient. On the other hand, hard POSM is perfect for permanent installations or major-visibility areas where durability and visual impact are paramount.

A Comprehensive Checklist

1. Production and quality control -

2. Clear specifications and deadlines: it is very important to set Clear specifications, coupled with strict deadlines, regarding materials to ensure that avoidable delays are not encountered.

4. Inspect before shipment: Every lot of material must have an inspection before it is shipped to the stores.

1. Efficient distribution network: It is very necessary to plan for an effective distribution network beforehand. This would help in minimising the delays and ensuring timely delivery across different locations. 

3. Resource Allocation: The availability of adequate resources in terms of manpower and vehicles to distribute on time and effectively.

3. Installation and execution -

2. Training for visual merchandisers: The visual merchandisers should be given extensive training on how to acquire the skills needed in the proper installation and maintenance of POSM.

4. Ensure Good Visibility and Impact: Check that all POSM materials are mounted in positions that ensure maximum visibility and impact; for example, at eye level or near checkout counters.

What makes us the go-to partner for India’s biggest festive deployments?

Whether you’re activating across 20 stores or 2,000—we deliver speed, scale, and sparkle.

A well-planned POSM campaign can work wonders in gaining brand visibility and provoking sales during festive seasons. The following holistic checklist can be of immense use to retailers in surpassing the most common challenges of POSM deployment and ensuring the smooth execution of a campaign, allowing it to be truly effective. Our seasonal visual merchandising services can lend the expertise and support needed to achieve these goals.