Execute In-Store Promotions & POSM

Introduction

Point-of-Sale Materials (POSM) like standees, wobblers, and shelf-talkers are designed to grab attention at the "moment of truth." However, many brands find that their expensive materials never even make it onto the floor. To execute in-store promotions and POSM successfully, you need a way to track installation and measure the actual sales lift they provide.

The Challenge of Promotion Compliance

A major part of the effort to execute in-store promotions and POSM is ensuring the retailers actually put them up. It is estimated that a significant percentage of POSM is thrown away or stored in backrooms. Merchandising teams must be tasked with verifying that every display is correctly positioned and visible to the shopper.

Proof of Execution

The best way to close the compliance gap is to require "proof of execution" from whoever installs your POSM — a timestamped photo of the standee or shelf-talker in place, sent back the same day, whether that's over WhatsApp to a supervisor or into a shared drive. This lets brand managers see exactly what the customer sees, and if a standee is damaged or missing, a replacement can be sent out immediately instead of being discovered on the next store visit weeks later.

Measuring the Success of Your Promotion

Once the promotion is live, you need to know if it's working. Compare sales data from stores that received the POSM against similar stores that didn't (a simple control-group comparison), and you'll get a real read on whether the promotion actually moved product or just added clutter to the shelf. This ensures your marketing budget keeps going toward the displays that actually work, not the ones that merely look good in a planning deck.