POS materials (point-of-sale advertising) are much more than a physical support. They are the last sales argument before consumers make their purchase decision. Choosing them well requires analysing several factors: the distribution channel, the length of the campaign, the message you want to convey and, increasingly, the environmental impact of the material.
In this guide you will learn how to select materials that maximise visibility, durability and sustainability without compromising return on investment.
Define the objective before choosing the format
Not all POS materials serve the same purpose. A floor display aims for visibility and mass impact. A product glorifier enhances the perceived value of a specific item. A shelf stopper interrupts the shopper’s visual flow and draws their attention to a particular product.
Before deciding which format to use, it is essential to be clear about what you want to achieve:
- Attracting new shoppers: you need maximum visibility and a strategic location
- Driving product trial: this requires hands-on contact, samples or demonstrations
- Communicating a promotion: this needs clear, legible pricing and offer details
- Reinforcing brand positioning: this requires aesthetic consistency and premium materials
Match the material to the distribution channel
The environment where the POS materials will be installed directly determines the material chosen. In a hypermarket, die-cut cardboard displays are versatile, inexpensive and highly effective for short campaigns. In a specialist shop or a perfumery corner, fixtures in wood, metal or acrylic convey greater quality and permanence.
For the hospitality point of sale, materials must withstand higher humidity and intensive use. Metal supports, high-strength plastics or melamine are more suitable options in these environments.
Assess durability according to the campaign period
There is no point investing in highly durable materials for a one-off two-week campaign. Likewise, a flat-pack cardboard display is not the answer for a permanent in-store installation.
Short campaigns (promotions, launches or seasonal activations) work well with cardboard, PVC or lightweight composite materials. Permanent or semi-permanent installations require more premium materials: wood, metal or technical plastics that stand the test of time and continued use.
Consider the environmental impact of the material
Sustainability is already a purchase criterion for many consumers and a growing requirement among retailers. Choosing sustainable POS materials is not just an ethical decision: it is also a communication opportunity for the brand.
Alternatives with a smaller environmental footprint:
- High-quality recycled cardboard
- FSC-certified wood
- Bioplastics and biodegradable composite materials
- Displays designed to be reused across campaigns
Design is inseparable from material
The best material in the world will not work if the design is not up to scratch. POS materials compete for the shopper’s attention in an environment full of stimuli. Graphic design, colour palette, typography and visual hierarchy determine whether the display does its job in the 2-3 seconds the shopper spends taking it in.
An effective design must be visible from a distance, understandable at a glance and consistent with the brand identity. The most creative and impactful brand activations always combine a well-chosen physical support with a design that turns attention into a desire to buy.
If your next campaign needs POS materials that really make a difference, the Grupo WDi team is ready to support you from concept to installation. Tell us about your project and together we will build the most effective solution for your brand.
Frequently asked questions about choosing POS materials
Which type of POS material is most effective for a product launch?
For launches in hypermarkets and supermarkets, floor displays or promotional islands generate the greatest visual impact. In specialist shops, glorifiers or branded fixtures in premium materials better communicate the value of the new product.
When should you use cardboard and when metal or wood?
Cardboard is ideal for short campaigns, tight budgets or when logistics call for a lightweight material that is easy to assemble. Metal and wood are better suited to permanent or semi-permanent installations designed to convey quality and durability.
Is it possible to make sustainable POS materials without losing visual impact?
Yes. There are recycled and certified materials that make it possible to create attractive, durable displays. High-quality recycled cardboard, FSC-certified wood and bioplastics are options with an excellent visual finish and a lower environmental impact.