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Shopper Marketing by Paul Barnett

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Chapter 4

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 ...

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