Discover point-of-sale advertising: what it is and supports

In a market saturated with advertising messages, point-of-sale advertising (POS advertising) has become an essential resource for capturing consumers’ attention and differentiating products inside commercial establishments. Unlike digital advertising, which seeks to attract customers before they visit the store, point-of-sale advertising acts directly at the moment of purchase, influencing the consumer’s decision through strategically placed physical elements. To achieve this, it is essential to know the different types of supports, their applications and the way they influence consumer behaviour.

Table of contents

What is point-of-sale advertising and why is it key in retail?

Point-of-sale advertising refers to all those advertising actions designed to be applied inside a commercial establishment with the aim of influencing the customer’s purchase decision. Unlike other types of advertising that seek to attract customers to the store, point-of-sale advertising focuses on impacting the consumer who is already inside the establishment, generating visual and emotional stimuli that lead them to an immediate purchase.

This type of advertising uses different physical supports ranging from small countertop displays to large advertising totems. The correct selection and placement of these elements is crucial to guarantee their effectiveness.

Impact on consumer behaviour

Several studies have shown that between 60% and 70% of purchase decisions are made at the point of sale, which indicates that the environment and visual stimuli inside the store play a decisive role in consumer behaviour.

The main effects of point-of-sale advertising on customers are:

  • Increased brand recognition: A product that is well highlighted through POS advertising is more likely to be remembered and purchased.
  • Reinforcement of promotions and discounts: Consumers tend to react positively to visible and well-communicated offers.
  • Encouragement of impulse purchases: Effective point-of-sale advertising can motivate the purchase of products that were not planned.

Differences between point-of-sale advertising and merchandising

The concepts of point-of-sale advertising and merchandising are often confused, but they have different objectives:

Point-of-sale advertising: It focuses on attracting the consumer’s attention through eye-catching graphic elements such as banners, displays and signage.

Merchandising: It focuses on the strategic distribution of products within the establishment to optimise their accessibility and appeal.

Both strategies should be combined to maximise in-store impact and improve the shopping experience.

Point-of-sale advertising elements

Pop-ups: temporary advertising with high impact

Pop-ups are temporary structures designed to create an immediate visual impact on the consumer. They are used for limited-time promotions, brand activations and product launches.

Some of their key characteristics include:

  • High customisation: They can be adapted to the campaign design with specific colours, shapes and materials.
  • Strategic placement: They are usually installed in central aisles, main entrances or key points inside a store.
  • Interactive experience: Many brands use pop-ups to allow consumers to try their products before buying them.

Banners and advertising flags: capturing attention from a distance

Banners and advertising flags are point-of-sale advertising elements with great visibility that are used to attract consumers’ attention from long distances inside an establishment.

There are different types of advertising flags:

  • Hanging: They are placed on ceilings or elevated structures.
  • Roll-up: They can be easily deployed and stored.
  • Outdoor: Used on façades and main entrances to attract traffic.

Their strategic use in high-traffic areas can improve product visibility by up to 50%, ensuring that more consumers notice it and consider purchasing it.

Floor displays: maximising product visibility

Floor displays are freestanding structures that work as point-of-sale advertisements and are placed inside the store to highlight products or promotions. They are widely used in supermarkets and electronics or beauty stores.

The benefits of floor displays include:

  • High visibility: They can be placed in strategic aisles to ensure consumers notice them.
  • Easy repositioning: They can be moved according to campaign needs.
  • Versatility: They can be used to highlight a single product or a complete range of items.

A-boards and graphic holders: informative advertising at the point of sale

A-boards and graphic holders are tools created to display products, prices and promotions inside the point of sale.

Some of their most common uses include:

  • Promotions and offers: They are placed at entrances to inform customers about discounts.
  • Menus and price lists: Used in restaurants and cafés.
  • Events and activations: They can announce product presentations or tastings inside the store.

Advertising totems: visual communication tools in retail

Advertising totems are vertical structures designed to attract attention at strategic points inside the store. They are characterised by their imposing size and their ability to communicate brand messages clearly and effectively.

Characteristics of totem displays:

  • Eye-catching height: As vertical structures, they manage to capture attention from a distance.
  • Total customisation: They can be adapted to any campaign through digital printing.
  • Versatility of materials: They are made from cardboard, metal, wood or plastic.
  • Informative and promotional function: They can include QR codes, digital screens or interactive areas.

Roll Up in point-of-sale advertising

Roll ups are rollable displays designed to show advertising messages in large dimensions without taking up much space when not in use.

These supports feature a base structure where a printed banner is rolled up. When the advertising message needs to be displayed, the banner is simply pulled upwards and fixed with a rear pole.

Advantages of the roll up as point-of-sale advertising:

  • Portability: Its compact design makes it easy to transport from one place to another.
  • Quick assembly and dismantling: It requires no tools or technical knowledge.
  • Storage: As it rolls up on itself, it takes up little space when not in use.
  • Customisation: It can be printed with any design, logo or promotional message.

Roll ups are used at trade fairs, promotional events and retail stores to highlight products and special offers.

Check our complete guide to advertising roll up sizes to choose the right one for your campaign.

XBanner: versatile advertising support with great impact

The XBanner is a type of graphic display characterised by its “X”-shaped structure. Its design allows the support to be assembled and dismantled easily, making it one of the most practical and functional options in point-of-sale advertising.

Benefits of the XBanner in point-of-sale advertising:

  • Lightweight structure: It can be transported easily.
  • Versatile use: It can be placed at strategic points inside a store or at commercial events.
  • Quick message change: The support can be reused simply by changing the printed banner.
  • Low cost: Compared to other large-format displays, the XBanner is an economical option.

They are commonly used at the entrance of establishments, high-traffic aisles and promotional areas. A very common example is electronics stores that used XBanners to highlight discounts on accessories, managing to increase purchases of these items.

Photocall: a visual strategy to boost point-of-sale advertising

The photocall is a large folding display made of polyester fabric or PVC, designed to be the visual background for photographs and events inside the point of sale.

How to use a photocall in point-of-sale advertising:

  • Store openings and re-openings.
  • Product launches with influencer presence.
  • Promotional events where customers can interact with the brand.

This type of advertising impacts the point of sale and also generates content for social media, strengthening the brand’s digital presence.

What are the most common mistakes in point-of-sale advertising and how can you avoid them?

Physical point-of-sale advertising is a key tool for influencing the consumer’s purchase decision. However, if it is not executed correctly, it can go unnoticed or even create a negative experience. Here are the most common mistakes in point-of-sale advertising (POS advertising) and how to avoid them in order to maximise its effectiveness.

1. Incorrect placement of advertising materials

One of the most frequent mistakes is placing advertisements in areas with low visibility or low traffic. A promotional sign placed in a little-used corner will not have the same impact as one placed near the entrance or in the areas with the highest circulation.

To avoid this, analyse the customer flow inside the establishment and place the advertising in strategic points such as main aisles, checkout areas and shelves with featured products.

2. Confusing or overloaded messages

Point-of-sale advertising must be clear and direct. A common mistake is using too much text or including too many graphic elements, which makes quick reading difficult.

The key information should be brief, with legible typography and contrasting colours to guarantee effective communication in seconds. 

Learn how to choose the right typography.

3. Lack of consistency with brand identity

The design of point-of-sale advertising must be aligned with the visual identity of the company. Using colours, fonts or styles that do not correspond to the brand image can create confusion and weaken the message.

Make sure that every advertising element reinforces the brand image and maintains visual consistency across all customer touchpoints.

4. Not updating advertisements periodically

Another mistake is leaving point-of-sale advertising outdated. Promotional ads from past campaigns or damaged materials can create a poor impression and affect the customer’s trust in the brand.

To avoid this, establish a review and renewal calendar for advertising, ensuring that it always reflects current offers and is in good condition.

Find all these products to improve your point-of-sale advertising at Cashdisplay

At Cashdisplay, we understand the importance of point-of-sale advertising and how it can make a difference in attracting customers and increasing sales. That is why we offer a wide range of display stands, displays, totems, banners, A-boards, roll-ups and many other advertising supports.

If you are looking to optimise the presentation of your products and stand out inside the point of sale, on our website you will find everything you need to achieve it.

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