注目Retail & POSM Marketing2026/10/10 · 2 分で読めます
For a new brand, every dollar spent on POSM needs to work — there’s rarely a second budget cycle to fix a mistake at scale. The right mental model, laid out in this POSM budget guide, is to shift from “cost thinking” to “investment thinking”: POSM isn’t an expense you’re forced to pay, it’s a […]
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Retail & POSM Marketing2026/10/08 · 2 分で読めます
In most companies, the brand team handles “love at first sight,” and the marketing team handles “growing fond of it over time.” When it comes to terminal activation, this tension between brand vs. marketing department priorities shows up constantly — in budget fights, in campaign sign-off delays, in finger-pointing after a weak launch — and […]
Retail & POSM Marketing2026/10/06 · 1 分で読めます
In FMCG, the retail terminal is the final battlefield — and the shopper is the only judge that actually matters. Brands that can translate deep shopper insights into precise POSM design are, in effect, completing a sophisticated act of “value transfer”: delivering brand value accurately into the shopper’s mind through the terminal experience itself, rather […]
Retail & POSM Marketing2026/10/04 · 2 分で読めます
The terminal war of 2026 will no longer be decided by whose display footprint is bigger — it will be decided by who delivers a more compelling experience, smarter service, and a deeper connection とカ the shopper standing right in front of the shelf. That’s the core shift behind point-of-sale marketing strategy heading into next […]
Retail & POSM Marketing2026/10/02 · 1 分で読めます
Looking at where point-of-sale marketing trends are heading in 2026, one signal stands out clearly: the most advanced technology may be the most human return. As smart devices fade into the background and data-driven systems recede out of view, the oldest and most enduring forms of communication — the warmth of touch, the poetry of […]
Retail & POSM Marketing2026/09/30 · 2 分で読めます
Going global isn’t just a distribution problem for Chinese FMCG brands — it’s a translation problem, and the brands winning abroad are the ones treating localization strategy as core business strategy, not an afterthought bolted on after launch. The Five Pillars of Localization Flavor adaptation is the most visible layer — adjusting spice levels, sweetness, […]
Retail & POSM Marketing2026/09/28 · 3 分で読めます
On Moscow’s Tverskaya Street, a Chinese fruit-tea brand has become the drink of choice for young locals. In Southeast Asian schools, spicy snack strips have turned into social currency among students. In Los Angeles, Chagee sold more than 5,000 cups on its opening day. Behind these scenes is a collective wave: Chinese FMCG brands going […]
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