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 with Merchio
The best way to execute in-store promotions and POSM is to require “Proof of Execution.” With Merchio, field teams can take photos of the installed POSM and upload them instantly to the dashboard. This allows brand managers to see exactly what the customer sees. If a standee is damaged or missing, a replacement can be sent out immediately.
Measuring the Success of Your Promotion
Once the promotion is live, you need to know if it’s working. By using Laksana.ai to compare sales data from stores with POSM versus stores without, you can calculate the true effectiveness of your campaign. This data-driven way to execute in-store promotions and POSM ensures that your marketing budget is being invested in the displays that actually move products.