Without a strong presence at the moment of truth, when the shopper stands in front of the display, even the best campaigns can fail to convert recognition into choice.
The answer: Point of Sale Materials (POSM).
Despite its proven power, many brands still see POSM as an afterthought, simply because it’s been around for years. Yet, with 64% of spirits purchases being unplanned, a strong in-store presence doesn’t just reinforce brand building – it actively triggers memory and choice in the final stretch.
Bringing the campaign through the line
One of the biggest mistakes brands make is to treat POSM as just a visibility tool. In reality, it’s advertising at the point of purchase, where intent meets decision-making. Studies consistently show that in-store displays influence nearly half of premium spirits purchases, demonstrating just how powerful this touchpoint can be when executed with insight and creativity.
The most effective brands are ensuring their campaign message carries seamlessly from digital, out-of-home and advocacy efforts into the store environment – maintaining a clear brand voice that connects every step of the consumer journey.
This is where strategic POSM agencies like Merch & Effect excel, by going beyond POSM to create immersive brand moments that drive choice, not just visibility, blending consumer psychology with design, and creating materials that do more than stand out – they engage, educate, and convert.
Why alcohol-restricted markets prove POSM’s true power
In regions where alcohol advertising is restricted – commonly referred to as ‘dark markets’ – brands face severe limitations on traditional marketing channels. Here, POSM isn’t just part of the strategy – it is the strategy. With no media support, every display and in-store presence becomes a brand’s only voice at the point of sale.
Brands that master in-store marketing in these markets grow nearly twice as fast as those relying solely on distributor relationships. This is where Merch & Effect’s research-driven approach makes an impact, ensuring POSM functions as an authentic extension of the brand rather than just a sales tool.
The secret to standing out – Insights, not guesswork
Premium spirits consumers are not traditional impulse buyers. They are drawn to prestige, storytelling, and perceived value. The most effective in-store activations trigger emotions that lead to purchasing decisions.
Merch & Effect’s global work highlights key strategies that turn in-store moments into lasting brand connections:
- Turning bartenders into on-the-spot marketers – POS isn’t just about shelf visibility. The right tools empower bartenders to create live brand experiences that drive choice effortlessly.
- Gift packs designed for the recipient, not just the giver – The true brand moment happens during the unboxing experience, not just at checkout. Packaging must extend beyond transactional design.
- Displays without cognitive overload – The most effective POS avoids excessive messaging, instead leveraging asymmetry, perceived motion and multi-sensory elements to capture attention instantly.
The brands that win are the ones that adapt
Forward-thinking agencies like Merch & Effect are redefining POSM using proprietary data and deep industry insights to craft disruptive, high-impact designs. Their collaborations with hospitality experts and trade leaders allow brands to move beyond conventional frameworks, ensuring that every campaign message translates seamlessly from awareness to purchase.
As Merch & Effect puts it, “Consumers don’t always walk into a store knowing what they’ll buy – but they always leave with a decision made.”
POSM shapes that decision. Done right, it ensures your brand is the one they choose.
Sources: NielsenIQ, IWSR, Euromonitor, Merch & Effect Proprietary Research
