Minimalism isn’t always the best strategy, especially when you’re trying to capture attention in a visually chaotic environment. Whether you run a convenience store packed with vibrant product packaging or a rustic café brimming with eclectic décor, standing out can feel like an uphill battle.
But with the right mix of creativity and strategic execution, your Point-of-Sale Materials (POSM) can cut through the noise and attract the attention they deserve. Here’s how:
1. Bold, Eye-Catching Designs
When it comes to POSM, design is everything, especially in an environment where countless other visuals compete for attention. To break through the clutter, focus on:
- Contrasting colours that pop against the surroundings
- Large, bold typography for quick readability
- High-quality visuals that evoke strong emotions
Take Nike, for example. The brand consistently pushes boundaries with high-contrast two-tone visuals that command attention. Paired with its iconic Just Do It messaging, Nike’s POSM doesn’t just blend in — it dominates.
Tip: Use asymmetry, oversized elements, and bold lines to guide the viewer’s eyes toward key information.
2. Leverage Interactive & Digital Elements
We live in a digital-first world, and POSM should evolve to match it. Adding interactive touchpoints not only draws attention but also increases engagement time, making your brand more memorable.
Some ideas include:
- QR codes linking to product demos or limited-time offers
- Touchscreen kiosks for personalized recommendations
- Augmented reality (AR) experiences for immersive storytelling
Case Study: UNIQLO UTme!
UNIQLO’s UTme! campaign allowed customers to design their own T-shirts in-store via a touchscreen tablet. This interactive, hands-on experience made POSM more than just a static display—it became a magnet for engagement.
Tip: Even a simple QR code scan offering discounts or exclusive content can make your POSM more compelling.
3. Strategic Placement for Maximum Impact
No matter how stunning your POSM is, if it’s placed poorly, it won’t work. Positioning matters.
- Store entrances → Capture attention the moment customers walk in
- Checkout counters → Perfect for impulse purchases
- High-traffic aisles → Encourage discovery and add-ons
Think about this: How many times have you stopped at a petrol station just to refuel but walked out with a chocolate bar or mints? That’s the power of strategic placement.
Tip: Negotiate with store owners to secure prime real estate for your POSM. It’s worth the investment.
4. High-Quality Materials and Finishing
Consumers subconsciously associate quality materials with premium brands. If your POSM looks and feels cheap or flimsy, it could impact how people perceive your product.
Consider using:
- Glossy, matte, or textured finishes for a premium feel
- Embossed or die-cut elements to add depth
- Sturdy materials for durability in high-traffic areas
Example: Apple’s Minimalist POSM
Apple’s POSM embodies sleek precision — high-quality matte finishes, laser-cut materials, and clean typography reinforce its premium, high-tech image.
Tip: Investing in better materials and finishing will extend POSM lifespan and enhance perceived brand value.
5. Freebies & Product Samples
It’s no secret that all Malaysians love free stuff, and we suspect the rest of the world also feels similarly as well. Rather than waiting for customers to happen upon your POSM in high-traffic locations, free stuff can often bring many customers directly to your POSM when you have an attendant giving out samples.
While handing out samples, many attendants can also be trained to educate customers about your product and entice them to purchase it. Many shoppers are unsure whether or not a product would suit them, however, by allowing them to try a free sample, you can clear that doubt and convert them to loyal customers.
If there’s one universal truth in marketing, it’s this: people love free stuff. Instead of passively waiting for customers to notice your POSM, let them come to you.
- Sampling stations with free trials → Hands-on experience builds trust
- Giveaways with purchases → Boosts conversions & customer retention
- Branded merch & swag → Turns customers into brand ambassadors
Case Study: Beauty & F&B Sampling
Beauty brands like Sephora and food brands like Häagen-Dazs regularly give out samples. Why? Because when customers try, they buy. POSM that incorporates live sampling instantly builds confidence and reduces hesitation.
Tip: If your product relies on sensory appeal (taste, touch, scent), sampling is a must.
6. Motion & Lighting Effects for Extra Impact
Going the extra mile, you can often introduce dynamic elements such as motion graphics, LED lights, or even rotating displays which can be very attention grabbing and make your POSM stand out, especially in extremely crowded locations such as music festivals, roadshows, and convention centers.
One great example many of us have seen in recent times are the floating ramen noodles which we’ve seen popping up around Japanese restaurants as of late. With a pair of chopsticks pulling a delicious bite of ramen slowly bobbing up and down in front of store entrances, these new and ingenious POSMs have wowed their way into many social media feeds while also enticing curious customers to try their own bowl for themselves.
Static displays blend in. Motion and lighting, on the other hand, demand attention. If your budget allows, consider:
- LED lighting → To create contrast and highlight key messages
- Rotating displays → To attract customers from different angles
- Motion screens → To bring POSM to life with dynamic content
Example: Floating Ramen Noodles Trend
Many Japanese restaurants have started using floating ramen bowls as eye-catching display pieces. A pair of chopsticks hovering above noodles, moving up and down, creates an illusion of magic—turning heads and pulling in foot traffic.
Tip: Subtle light animations or simple mechanical movements can double the stopping power of your POSM.
Final Thoughts: Winning the POSM Battle in Crowded Spaces
Standing out isn’t about being the loudest. It’s about being the most engaging. By combining:
- Bold & strategic design
- Digital interactivity
- Prime placement
- Premium materials
- Irresistible freebies
- Dynamic motion & lighting
You increase your chances of capturing attention, engaging customers, and driving conversions.
Granted, some techniques like AR, digital screens, or custom-built interactive kiosks, can be expensive. But their underlying principles can always be adapted on a smaller scale to fit different budgets.
The goal? Make your POSM more than just a display. Make it an experience.
