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 ...
Get Shopper Marketing now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
