The POS (point of sale) advertising market - France

The point-of-sale (POS) advertising market covers all the advertising techniques and materials used by manufacturers or distributors to promote brands at the point of sale and to the customer. For example, posters, flyers and exhibition stands are often used. The challenges of point-of-sale advertising are manifold: to attract the attention of potential customers, to involve the consumer in the brand (many POS methods today offer the possibility of interaction between the product on offer and the potential consumer), and finally to sell the product. It's a matter of promoting a product to the consumer by highlighting it. POP is particularly important becausein 55% of cases, the customer decides to buy at the last moment, i .e. in the store. What's more, POP is very important in supermarkets and other large-scale retail outlets, where a product must attract the consumer in less than eight seconds. POP advertising uses a multitude of techniques and tools. Advertisers use visual effects, atmospheric effects and sound effects. In this way, the effectiveness of point-of-sale advertising is based on its ability to attract consumers' attention, involve them and ultimately sell them a product directly. Despite the development of e-commerce, POP still plays an important role in reaching customers directly. However, the health crisis and the various restrictions that followed have put the brakes on activity in the POP sector. Indeed, with the closure of stores and the development of new distribution channels over the period (click & collect, delivery, etc.), the effectiveness and profitability of POS methods are being questioned in depth.