Generally speaking, communication is tending more and more towards the spectacular, notes the Idep in its annual report "?Regards on the communication markets graphique?" published in November 2019. "?Il is about dressing up, dramatizing the store to encourage purchase and return.?»
Thus, every occasion is good to decorate the points of sale: parties, collective events, such as the football World Cup or the Olympic Games, or events specific to the store (birthdays, sales or particular campaign...).
While all sectors use POS, some are particularly dynamic, says the report. This is particularly the case in the beauty sector, which accounts for more than a quarter of the turnover of companies in the sector.
POS is not just about visual decoration, it can appeal to all the senses. Much used in cosmetics and luxury goods, the olfactory doming or perfumed doming reproduces any type of odour: cream, perfume, etc.
Shopping centres and stores are investing more and more in "?l'experience client?". We even see pure players (only on the internet) opening ephemeral shops called "?corner?", "?showroom?", or "?pop-up stores?".
Paper and cardboard account for a third of POS advertising
For several years now, investment in point-of-sale advertising has been on the rise. And paper and cardboard account for a third of POS advertising.
"?Le paper has its rightful place in the marketing mix of advertisers, who are looking for every possible point of contact with their potential targets, using every sense and every customer path, from the mailbox to the store to trajet?" explains the Idep.
Each advertising format thus has its specificities, that of the POS is to create emotion and retain attention.
