POS materials: how to turn them into a tool for impulse purchases
An impulse purchase is always a matter of seconds. The shopper is already heading to the checkout with what they planned, but suddenly they spot an attractive offer, discover a new product, or simply catch sight of a familiar brand in bright packaging. The decision is made instantly: the product ends up in the basket.
That is how well-structured point-of-sale marketing works. And the key role in this process is played by POS materials.
Visual triggers placed in the store and at the checkout don’t just “decorate” the sales space — they influence behaviour. They help shoppers notice, orient themselves, become interested, and buy. Even in cases where the purchase was not originally planned.
According to various studies, up to 60% of all supermarket purchases are influenced by POS displays. This makes in-store promotional materials not just a complement to product displays, but a fully-fledged sales tool. Especially in an era where consumers are increasingly fatigued by media advertising and making more and more decisions right at the shelf.
In this article, we will look at:
- the difference between PoP and POS,
- which POS materials truly influence impulse behaviour,
- how to maximise their impact,
- why auditing and execution control are just as important as design.
PoP and POS: synchronising the sales floor and the checkout
In retail, two concepts are often confused: PoP (Point of Purchase) and POS (Point of Sale). At first glance, they may seem almost synonymous. In reality, they are two distinct spaces, each requiring its own solutions and approaches.
PoP is the entire retail environment where a shopper may make a purchase decision. It covers the whole sales floor: from the display at the entrance to the fridge at the back. Here, the brand works with attention and interest: telling, showing, introducing, and creating desire.
POS, by contrast, is the final point: the checkout area. This is where spontaneous, impulse purchases happen. Sweets, chewing gum, mini-formats, energy snacks, disposable items — everything that’s “at hand” and prompts a “why not” decision. There is no time for study here; what matters is the visual hook: convenience, price, familiarity.
For retailers, understanding this distinction is not a formality but the foundation of effective work with POS materials.
If all promotional pressure is concentrated at the checkout, the potential of the entire sales floor is wasted. If, on the other hand, the shop floor is richly decorated but the POS is left unused, hundreds of small yet consistent purchases are missed.
The most effective approach is coordinated work between PoP and POS: from introducing the product to its spontaneous addition to the basket. That is why different types of POS materials are needed — which we will explore next.
POS materials are not just decorations. They are active participants in the sales process. They come into play precisely when the shopper is closest to making a decision. At this point, every detail matters: colour, shape, placement, and a concise message. Together, these elements create a moment of influence — the very moment when an impulse purchase occurs.
The role of POS materials at the decision moment
Modern retail means dozens of categories, hundreds of products, and thousands of SKUs. In such variety, it is easy for the shopper to get lost.
They orient
POS materials act as navigational markers: they highlight new launches, promotional items, and seasonal offers, helping customers navigate the category and find what they need more quickly.
When a product sits on the shelf among dozens of similar ones, the first thing noticed is not the item itself but what makes it stand out.
They attract attention
A bright shelf-talker, stopper, wobbler, or mini-display — all these elements help the product “stick out from the row” and catch the eye. And that means increasing its chances of being chosen.
POS materials often give the shopper justification for an unplanned purchase: “Discount? I should grab it,” “New product? Interesting,” “Limited edition? It won’t be here later.” This is the rationalisation of an impulse
They create a reason to buy
Such a purchase may appear emotional, but it is accompanied by a micro-message that makes it feel logical.
When POS design follows the brand’s visual identity — with clear positioning, recognisable colours, and familiar slogans — it not only drives sales here and now but also builds brand recognition. The brand “resurfaces” in the shopper’s mind the next time they are looking for something similar.
They strengthen the connection with the brand
POS materials come in many forms — differing in shape, size, placement, and purpose. But when it comes specifically to impulse purchases, it is important to understand which formats work best at each point of contact.
POS materials in action: which formats really work
This is the classic format of the POS zone. Small boxes, mini-stands, table tents, checkout modules — everything that is literally “at hand” while waiting in line.
They work well for everyday items, surprise products, and low-ticket goods up to about £5: chewing gum, mini-cosmetics, energy drinks, sweets, batteries, wet wipes. The key factors are compactness, a clear message, and strong visual dominance at eye level.
Checkout displays
These work in the PoP zone — in aisles, at the entrance, or near themed shelves. Their role is to highlight a product or category the shopper might not have planned to pick up.
They are often used for promotions, seasonal launches, samples, or new products. They perform best with bright design, an informative header, and clear navigation.
One key factor is placement logic. A floor display positioned away from its category may fail — but it can also surprise, if linked to an occasion (for example, placing chocolate or coffee next to Christmas decorations).
Floor displays and promo stands
These are point elements on the shelf that draw attention to a specific product. They are especially important in categories with high density and wide choice — such as cosmetics, snacks, beverages, or household goods. If a product is hard to spot, a shelf-talker “pulls it out of the row.”
When there is a need to communicate price, promotion, or rating, a POS element delivers the message quickly — in a single phrase or a visual marker.
Shelf-talkers, stoppers, wobblers
These are often perceived as part of the general visual background, but with well-thought-out design they act as an attention anchor.
They are especially effective at the entrance area, on aisle ends, near lifts, staircases, or promo islands. They can nudge the shopper towards buying a familiar brand — or spark curiosity about a new one.
Banners, posters, and hanging materials
POS materials are increasingly moving beyond traditional cardboard and plastic. They are becoming an experience, an action, an engagement. This is especially noticeable in highly competitive niches, where success depends on attention and emotions rather than just price.
The future of POS: interactivity, emotion, and experience
Today’s shopper is spoiled by interfaces: they are used to scrolling, swiping, highlights, and animations. And when POS design speaks the same language, the effect multiplies.
Here is what works in 2025 — and will only become stronger going forward:
Touchscreens built into stands or kiosks allow shoppers to explore products, compare features, watch videos, or create a set. They are especially effective in electronics, cosmetics, DIY, home appliances, fashion, and even pet products.
Interactive digital displays
Bonus: they collect analytics on clicks and engagement, helping to segment the audience directly at the point of sale.
AR displays allow shoppers to “apply” a product to themselves — to see how a shade will look on their skin, a sofa in their living room, or glasses on their face. This is more than just a visual effect — it creates a sense of ownership, where the shopper has already “imagined” having the product.
POS with augmented reality (AR)
AR POS solutions are not yet widespread, but they are increasingly appearing in retail chains with strong competition for branded traffic.
They work particularly well in promo zones and special campaigns, especially when combined with animation, voice prompts, or a mini-game.
These can include tasting stations, sample testers, stands with scents, tactile materials, or moving elements. The goal is to engage several senses at once — not only sight but also taste, sound, and touch.
Experimental and sensory displays
Such POS materials often don’t require complex technology, yet they are perceived as premium and are remembered more vividly.
Even simple lighting can make a product stand out against its neighbours. And if the lighting is animated, motion-responsive, or changes according to a scenario — attention is guaranteed.
Displays with dynamic lighting
What enhances the effectiveness of POS materials
For POS materials to work, creative design alone is not enough. The impact comes only when the elements become part of the shopper journey, rather than “just another banner.” This is especially true in retail, where visual noise is an everyday reality — and shoppers quickly learn to ignore it.
Here’s what really makes a difference:
A floor stand with coffee placed next to cat food is more likely to confuse than attract. But a well-positioned shelf-talker in the right zone will work — even without special effects.
Even the most striking materials can lose their meaning if they are not placed where shoppers expect them. It’s important to consider: will the customer walk past this spot? Does the POS align with the category? Is it visible to the target audience?
Context and placement
The quicker the shopper understands what it’s about and why it matters to them, the higher the likelihood of an impulse decision.
One product, one message — this is the universal principle. If a POS display carries more than two focal points, attention becomes scattered. If the text is too small, overloaded with jargon, or designed “for design’s sake,” the chance of purchase drops sharply.
Simplicity and clarity
POS materials should be an extension of the brand, not a stylistic exception. Colours, fonts, tone of voice, packaging — everything must be instantly recognisable. This matters not only for visual culture but also for trust: the shopper wants to be certain they are getting “the real thing.”
Brand consistency
POS materials must be up to date: reflecting the season, an event, or the current agenda. This is one of the simplest yet most effective ways to “hit the moment.”
Local adaptation works particularly well — when the design is tied to the city, the weather, a holiday, or a neighbourhood event.
Timeliness and relevance
How many times have you seen an outdated POS, a dusty display, or a peeling stopper? Shoppers notice it too — and they draw conclusions.
Regular auditing and updating of POS materials is not just a matter of standards, but of sales. Even the best element, once it loses relevance or appearance, turns into anti-advertising.
Refreshability
POS materials are not about shelf decoration or visual “noise.” They are a controllable tool that directly impacts revenue.
Conclusion
They work precisely where a product’s fate is decided — in real time, at the exact point of contact with the shopper.
A well-placed shelf-talker can replace an entire advertising campaign. A mini-stand at the checkout can deliver growth in a category without additional investment. An interactive display can turn a product into an experience and boost engagement.
For this to happen, POS materials must be:
- timely and logically placed,
- simple and easy to understand,
- brand-consistent and recognisable,
- in good condition and properly monitored.
When all these factors come together, POS stops being just a format — and becomes a driver of sales growth.
And if you work with displays, merchandising, or category management, it’s worth remembering: a single well-designed element at the shelf can outperform dozens of online banners.
Tilda Publishing