The Key Points in This Chapter
- If shopper marketing is about building brands and revenue at retail, then point-of-sale material (POSM) execution is one of the fundamental ways of achieving this.
- The shopper is usually in motion, and so POSM must capture attention within narrow time and attention spans.
- The six key POSM design elements are: color, shape, key visual, text, price, and brand logo.
- The places where POSM is positioned in known as a touch point. Shoppers use multiple outlets and shopping missions to meet their needs. This provides multiple touch points where we can communicate with them.
Part A: The Category Review
“I worked part-time in a supermarket from 15 all the way to the end of college.” Simon and Jamie were walking ...