Point-of-sale advertising (POS) encompasses all visual and advertising materials present in a retail outlet. Its aim is to draw attention to a product or offer, enhance its perceived value, and encourage purchases, particularly by influencing impulse buying decisions. POS materials include posters, displays, digital screens, promotional furniture, interactive kiosks, and other tools designed to showcase products. POS is used in both large retailers and smaller stores, and represents a significant lever for brands and distributors to optimize visibility and sales.