Point-of-sale advertising, also known as POS advertising, is a key merchandising strategy. It’s a direct marketing communication tool designed to capture consumers’ attention when they’re at the point of sale. POS advertising encompasses a variety of advertising and visual materials aimed at drawing attention to a product or offer, enhancing its perceived value, and potentially encouraging a purchase through persuasive arguments or advertising messages, particularly with tools like video POS advertising. It represents a key element of trade marketing.

The role of POS advertising in merchandising is to positively influence the consumer at the precise moment of purchase, given that a significant portion of purchasing decisions and brand loyalty are made impulsively in-store. Furthermore, it can be used to guide customers through the various available offers, thanks to interactive tools such as touchscreens or displays to facilitate the search for specific products, such as printer cartridges.

Various media are used to deploy advertising at the point of sale. These include window decals, furniture, displays, and permanent accessories (interactive screens, shelving with advertising displays, etc.). Cardboard or electronic displays, in the form of fixed or dynamic floor or counter displays, are also frequently used. The combined use of several POS (Point of Sale) display media can be part of an aggressive strategy aimed at highlighting a wide range of products in-store, particularly in the case of outlets dedicated to a single brand or retailer.

POS kits include various elements designed for promotion and advertising at the point of sale. These kits are distributed to