Jute – Research on FMCG Point-of-Sale Advertising Materials Design

Jute – Research on FMCG Point-of-Sale Advertising Materials Design

In recent years, with the improvement of national consumption level, China’s FMCG industry has entered a new development stage, while local FMCG brands and foreign brands entering the Chinese market have launched fierce competition.

In 2018, FMCG accounted for 34.6% of Chinese residents’ consumption, totaling 13.2 trillion yuan, with offline terminal retail accounting for 76% of total retail share. Retail terminals are the final and most direct link for enterprise products to reach consumers. Consumers select products at terminals and perceive brand image, while enterprises often convey brand image through products and terminal point-of-sale advertising materials, highlighting the importance of POSM to brands.
Point-of-sale advertising materials originated in the United States, later introduced to Europe, Northeast Asia and other developed countries, and brought into China by foreign enterprises after reform and opening up. With China’s rapid economic development, related industrial chains have also been rapidly promoted, but compared to Europe and America, there is still a certain gap in professional degree of POSM design strategies and creativity. POSM design is work guided by point-of-sale marketing strategy. China introduced point-of-sale marketing theory in 2007, including channel operations brought by foreign brands. Compared to foreign brands, domestic brands currently lack professional knowledge in terminal brand construction, insufficient attention, resulting in low ROI, unscientific investment, causing large losses. Some enterprises do not understand brand operation, communication strategy confusion, no in-depth research on consumers and market, no systematic planning of terminal brand communication strategy, blind investment. At the same time, foreign brands in China have professional teams to formulate point-of-sale marketing strategies to guide POSM design, but sample production, pre-production testing, production and other backend work disconnected, low restoration degree, terminal execution management not in place. From complete industrial chain supporting perspective, there is still large optimization space, urgently needing in-depth research on this topic for industry practitioners to learn and apply in actual work, thereby promoting enterprises to have certain terminal competitiveness!

I. Introduction

(I) Social background of research

In 2018, FMCG consumption accounted for about 34.6% of national residents’ per capita consumption expenditure structure, the largest consumption item, China’s FMCG market total scale exceeding 13.2 trillion yuan, compound growth rate 7.7% in past 10 years. In 2018, FMCG rebounded after continuous decline for many years. Such huge market share, most sales from offline channels.
General enterprises have 3%-5% marketing expenses, most for terminal marketing and materials investment including terminal advertising, gifts, publicity prints, display materials, product launch fees, promotional roadshows etc. Such large investment, ROI directly affects enterprise market competitiveness. FMCG low unit price, short purchase decision typical impulse consumption products, such products terminal image construction, point-of-sale auxiliary display materials investment planning design particularly important. Good terminal image plays focusing role, good activation display design, scenario display design can influence shopper choice in short seconds purchase decision, visible point-of-sale marketing work, terminal construction design how important.
Nowadays product homogenization serious, competition fierce, how brands stand out from category at retail terminal is topic brands particularly concern. Foreign brands have in-depth research and rich market experience in channel construction, terminal brand construction and point-of-sale marketing, most equipped with complete professional departments to organize this work, while domestic brands currently relatively extensive investment form, low input-output ratio common problem. This research topic will carry these problems for in-depth discussion and analysis.

(II) Significance and purpose of research

Author is also industry practitioner, more than ten years practice visited large number professional service companies and brand clients, found even related practitioners understanding of advertising materials value stays on surface, talk design just for design. An excellent point-of-sale advertising materials designer must understand marketing, have brand understanding ability, understand material process cost, understand structural engineering and design aesthetics and channel layout characteristics, consumer psychology etc.
This is comprehensive discipline, only understanding these can accurately design scientific practical products based on brand tone, purchase motivation, usage scenario, flow line layout, materials use time, use environment, cost budget etc. Currently most advertising materials designers from “interior design” “game design” “graphic design” etc design majors, even most display supplies and advertising company recruited designers are 1-3 months short-term training 3D designers, many designers professional foundation weak, let alone understand brand, understand visual communication and marketing related knowledge. Some enterprises commission international 4A companies to participate in this work, 4A very professional in brand and visual communication, but little knowledge of material process cost, structural engineering, difficult systematic, customized, scientific design different point-of-sale advertising materials. Many domestic brand market and planning responsible persons relatively weaker professional level than foreign brands, some transferred from other departments, plus this work only part of related departments non-core work, project external control ability insufficient, often拍脑袋, see what others do or what done before do what, even some do for doing.
Nowadays product homogenization so serious, not to mention “channel king terminal win” outdated or not, but whenever brand terminal construction, point-of-sale marketing important factor one. Our domestic FMCG brands urgently need catch up in terminal competition, systematic, professional, scientific output point-of-sale advertising materials design, provide excellent shopping experience for terminal stores and improve single store sales efficiency is key link for enterprise win! Hope this article bring different inspiration for related practitioners.

(III) Research methods and writing ideas

Author engaged in this industry more than ten years, always in-depth learning research terminal industry knowledge, accumulated large industry experience during cooperation with domestic and foreign first-tier FMCG brands, currently focusing FMCG field around terminal retail stores provide one-stop point-of-sale marketing service, enterprise served clients all FMCG head brands, company pioneered “terminal visual identification system” with “terminal execution management digital platform” APP execution management tool truly realize from strategy→design→sampling→production→market testing→mass production→logistics→distribution→installation→after-sales full chain point-of-sale marketing full case service also received consistent customer praise.
This article “FMCG Point-of-Sale Advertising Materials Design Research” combines design major and author’s more than ten years professional experience summary! Article divided into several parts.

1. Introduction – from social economic big framework, through analysis research FMCG point-of-sale advertising materials design status, lead out this topic research purpose and significance
2. First theoretical overview FMCG point-of-sale and advertising materials design, good foundation logic铺垫, then elaborate point-of-sale advertising materials design and brand, point-of-sale marketing, people/goods/field, material, lighting, environment etc series related elements mutual relationship, this part research analysis main part
3. Through field research combined practice experience and related data materials, respectively analyze research display design and brand culture each element
4. From design angle cut in, explore point-of-sale advertising materials design and related elements association, specific analyze advertising materials design each element design application, while exploring point-of-sale advertising materials design, combined related cases conduct correlation research

(IV) Innovation points

This article for FMCG marketing characteristics from marketing, brand, design, communication, engineering等多角度 systematically elaborate point-of-sale advertising materials design association and value positioning, article involved many contents including “terminal visual identification system” concept, terminal execution management etc contents all more than ten years practice exploration “new views”, and got market testing and good feedback, brought considerable commercial value to many enterprises, believe this article has certain inspiration significance for FMCG enterprises and related service industry!

II. FMCG Point-of-Sale Advertising Materials Basic Concepts

(I) FMCG Overview

Fast-moving consumer goods new name PMCG (Packaged Mass Consumption Goods), refers to those short service life, fast consumption consumer goods. Easiest understanding definition includes packaged food, personal hygiene products, tobacco alcohol and beverages. Called fast because first daily necessities, rely on consumer high frequency repeated use consumption, through scale market obtain profit value realization.
Such products generally relatively low price, belong “daily necessities”, mostly within consumer “relative purchasing power”, another more important attribute product “non-durable”, high repeat use ratio. So such products for consumers often “familiar not true knowledge”, low price range cause consumer “low attention”, relatively “familiar”, determine consumer purchase such products usually “instant decision” way achieve purchase. Consumers usually no more time research such products, so consumer “instant decision” purchase for merchants “fast sales” category products, consumer short time decision, merchants must short time sell own products, therefore for commercial research merchants, “FMCG” more meaningful.
Attributes
① Product turnover cycle short;
② Market entry channels short wide;
③ Market activation, high traffic high-grade areas set outdoor billboards product image advertising, in-store live demonstration, promotion, discount sales etc activities;
④ Generally branch or agent system sales organization form, branch jurisdiction set warehouse;
⑤ After-sales service focus mainly rapid feedback effective handling customer complaints.
Fast-moving consumer goods compared other types consumer goods, purchase decision purchase process obvious difference. Fast-moving consumer goods impulse purchase products, impromptu procurement decision, insensitive surrounding many people suggestions, depend personal preference, similar products no need compare, product appearance/packaging, advertising promotion, price, sales point etc play important role sales. Therefore, fast-moving consumer goods three basic features:
① Convenience: Consumers habit nearby purchase
② Visualized products: Consumers purchase easily influenced store atmosphere
③ Brand loyalty not high: Consumers easily switch different brands same category
These features determine consumer fast-moving consumer goods purchase habits: simple, rapid, impulse, emotional.
Industry: Fast-moving consumer goods industry mainly divided four sub-industries:

1. Personal care industry, composed oral care, hair care, personal cleaning, cosmetics, tissue, condoms, shoe care and shaving products etc industries;
2. Household care industry, composed fabric cleaning mainly laundry soap synthetic detergent and household cleaning mainly dish utensil cleaner, floor cleaner, toilet cleaner, air freshener, insecticide, mosquito repellent polisher etc industries;
3. Branded packaged food beverage industry, composed health beverage, soft beverage, baked goods, chocolate, ice cream, coffee, meat vegetable fruit processed goods, dairy, bottled water and branded rice flour sugar etc industries;
4. Tobacco alcohol industry, fast digestible items.
   Channel features
5. Fast-moving consumer goods mostly adopt intermediary distribution mode.
6. Fast-moving consumer goods channel terminal activation display very important.
7. Fast-moving consumer goods generally multiple channels coexist.

(II) Point-of-Sale Overview

Point-of-sale here refers retail terminal, retail terminal product sales channel end, product reach consumer complete transaction final port, goods consumer face-to-face display transaction place. Through this port place, manufacturers merchants sell products consumers, complete final transaction, enter substantive consumption; through this port, consumers buy needed liked products.
Terminal competition fiercest decisive link, terminal counter shelf various brands here close combat, how attract consumer eyes influence consumer purchase psychology terminal work key.

(III) Point-of-Sale Advertising Overview

Point-of-sale advertising, POP, effective stimulate consumption expand sales promotion medium, English Point of Purchase abbreviation, refers retail store walls, ceiling, windows, aisles, shelves, counters posted placed various advertisements product models. POP easily attract customer attention, store staff easy introduce new products, explain product use method, emphasize product features, promote point-of-sale activation; as dealer point-of-sale decoration, become educate dealer consumer means.
Definition
POP advertising around sales point site inside outside various facilities media, clear induction motivation, aim attract consumers, arouse consumer purchase desire, silent but very intuitive sales effectiveness. Directly influence sales performance, main sales tool complete purchase stage task. Many POP advertising works belong平面范畴.
This advertising form, limited time space, attract customers, guide customer shopping, stimulate customer desire, promote customer purchase behavior, special efficacy.
Point-of-sale advertising emerged recent one twenty years. This advertising development closely linked supermarket普及, increasingly intensified competition. Supermarket dazzling product brands, how let customers quickly select favorite goods, point-of-sale advertising silently undertake popular “guide” “salesperson” role. With supermarket increasingly普及 and department stores, specialty stores, “open” display sales range expand, POP advertising development very rapid.

(IV) Point-of-Sale Advertising Classification

Point-of-sale advertising efficacy multifaceted. For customers, undoubtedly convenient shopping save time benefits. Guide purchase point advertising according to display location, classified as follows:

1. Hanging POP. Ceiling below counter aisle above space, decorated hanging POP, make product display location clear, strong attraction. Planar立体 two kinds, form not拘一格. Color flag shape, hanging basket shape, bead curtain shape, palace lantern shape product model etc.
2. Vertical display POP. Ground standing POP, display sales, sturdy durable, thick hard cardboard production. Also island display POP, automatic counter POP, hand-push car basket POP etc forms.
3. Counter display POP. Display sales counter small advertising. Require highlight product, eye-catching, design require focus content agitation form decoration. Mainly shelf POP, counter sign POP, display rack POP,套挂 bottle neck POP etc.
4. Window display POP. Arranged window attract pedestrians POP, focus decoration attraction, help enhance window moving atmosphere colorful charm.
5. According use time divided long-term display pop short-term activity pop
   According theme classified new product launch pop seasonal activity pop food beverage candy, dairy spring promotion materials, mooncake Mid-Autumn materials, chocolate Valentine’s materials etc

Point-of-sale advertising common forms following several:
Signboard point-of-sale advertising:
Signboard point-of-sale advertising main position store door, or comprehensive mall each floor entrance, each goods category counter total entrance etc. Main role attract customer attention.
Signboard point-of-sale advertising content all宣传商品. One class conventional commodity宣传, example sell Kodak color film each retail store stall, all set Kodak company unified print yellow Kodak signboard; another class focus commodity宣传, according season timing, select people particularly concern commodity, as宣传 focus attract customers. Example “Mid-Autumn mooncake”, “June 1 Children’s Day专柜”, “one-time price reduction commodity专柜” etc.
Display point-of-sale advertising:
Placed sales counter shelf small advertising media. Role introduce counter certain or certain category commodity, help customers understand commodity, attract purchase. Content some illustrated explain commodity name, model, use, usage etc, cardboard made bracket stand counter, also some adopt more complex structure, directly display commodity specimen counter above.
Hanging point-of-sale advertising:
Hanging point-of-sale advertising very like ancient China shop door front幌子 cloth招, but not limited hanging door, also store internal counter top, shelf top, ceiling below, stairs upper etc. Role, besides宣传商品宣传 store business purpose, also increase store热闹 atmosphere, attract customers.
Hanging point-of-sale advertising mostly cloth silk made flag pennant, also use mirror frame, wood board, plastic board, light box etc. Large mall also adopt balloon, hanging basket, better effect.
Window point-of-sale advertising.
Store window itself kind advertising media, now many entrepreneurs recognize window as advertising media role. They some large cities, rent some large store one or several windows, arranged enterprise product center special window, directly role open sales this city.
Window point-of-sale advertising not introduce window display art technique, introduce window display often use POP advertising. Example, window each part: backboard, space, display item etc, all配 point-of-sale advertising form. Window backboard beautification, backboard treat large area POP看板; window internal also hanging various hanging point-of-sale advertising牌 or主体制作物; face street window glass above, recently also people like use transparent color polyester film, cut paste text pattern decoration, both maintain transparent features, increase layer space, make window art expression more improve.
Commodity point-of-sale advertising:
Commodity point-of-sale advertising, mainly further highlight introduce certain commodity, shape according commodity itself shape巧妙设计. Example, bottled commodity adopt bottle neck add hanging tag套牌, boxed commodity box surface insert exquisite design price tag etc. Of course, besides说明价目,画面 should have other生动内容. Example display washing machine cardboard advertising, above画指示旋钮位置漫画人物, let advertising more生动形象方式 exhibit consumer front.
Features:
POP advertising design key whether concise鲜明传播信息,造型优美, rich动人感染力. Designer着力研究店铺商品性质及其顾客需求心理, seek有的放矢表现最能打动顾客广告内容. Advertising文图, targeted,简明扼要表示商品优点特点,促销信息(如赠送抽奖)等内容.
Point-of-sale advertising volume small, capacity limited,造型画面设计 more求简练醒目, require突出“抢眼”,阅读方便,重点鲜明,有美感,有特点,统一和谐.
Point-of-sale advertising not store festival点缀,越热闹越好,造型画面,恰到好处陈列布置, make同环境融为一体而又引人注目,方便顾客舒适购物.

(V) Point-of-Sale Advertising Materials Overview

Point-of-sale advertising materials industry abbreviated POSM. POSM Point of Sales Materials abbreviation, namely auxiliary sales materials,
Classified four major categories

1. Publicity materials: hanging flags, wobblers, fridge stickers, floor stickers store signs, posters, flyers, price tags, bottle neck tags, hanging tags, shelf insert cards etc
2. Display tools: display racks, floor stacks, column wraps, promotion counters, display boxes etc
3. Interactive props: promotion lottery devices, on-site game props etc need consumer interaction props
4. Large brand construction: mini shows, brand halls, activity roadshows etc

(VI) Origin of Point-of-Sale Advertising Materials

Point-of-sale advertising materials originated U.S. supermarket self-service store店头广告. After 1930s, pop advertising supermarket chain stores self-service stores frequent appear, gradually valued business community, 1939 U.S. pop advertising association formally established, pop advertising obtained formal status, after 1960s supermarket self-service sales way from U.S. gradually expand world各地 so point-of-sale advertising materials also走向 world各地.

III. Analysis of Elements Related to Point-of-Sale Advertising Materials Design

(I) Relationship between Point-of-Sale Advertising Materials Design and Brand

Point-of-sale advertising materials mostly brand side self-design or commission third-party design company design launch market, as brand customized products, advertising materials brand communication important carrier one, involve brand culture传达, embody enterprise operation state market position, influence brand image communication effectiveness, so point-of-sale advertising materials performance design tone brand fit advertising materials design basic principle, point-of-sale advertising materials design complete unified effective show brand culture tone precondition need sufficient understanding interpretation brand, brand point-of-sale advertising materials design brand connotation brand culture extension performance, brand culture its advertising materials design soul.

(II) Relationship between Point-of-Sale Advertising Materials Design and Point-of-Sale Marketing

Enterprise decision makers advertisers discover, through home golden time TV advertising, road exquisite平面 media advertising, even through mobile phone etc途径直接精准个人广告投放, all insufficient extend consumer purchase impulse mall, insufficient prompt consumer establish brand loyalty; additionally, besides少数 already establish very loyalty brand, consumer enter mall often cannot straight奔主题, usually consumer mall face dozens category even hundreds same category products, store stay time far more actual shopping time, Saatchi& Saatchi X global CEO Andy Murry point out: ‘Customer average store stay time 21 minutes. But only 6 minutes spend shopping, rest time discover items.’
Therefore, whether retail operators or brand merchants, help customers mall faster smoother make “correct” choice, store marketing key.
Research shows, vast majority purchase decision generated retail terminal inside. Store inside, consumers often influenced commodity price, shape, color, fragrance even others unconsciously generate impulse purchase. Point-of-sale marketing precisely through purchaser mentality purchase behavior research, analyze influence mentality behavior factors, targeted purchaser, retail terminal directly打动 purchaser new marketing strategy. Specifically, point-of-sale marketing retail merchants brand merchants together use multiple forms such as store signboard store decoration, commodity display, lighting effect, POP posters digital billboards etc different elements构建 store environment, convey consumers unique shopping experience, make shoppers numerous choices see certain brand merchant specific product, thereby induce purchase desire, influence purchase decision.
Point-of-sale marketing final purpose increase shopping experience thereby stimulate purchase desire create positive environment atmosphere purchase decision, point-of-sale marketing brand market related data point-of-sale advertising materials design ladder, why design point-of-sale advertising materials behind “so”, no brand data related industry data support no way formulate suitable point-of-sale marketing strategy, no good marketing strategy guidance all point-of-sale advertising materials design信马由缰, visible point-of-sale marketing point-of-sale advertising materials design subordinate relationship, point-of-sale advertising materials design point-of-sale marketing strategy derived demand, example certain brand point-of-sale marketing strategy one demand module need category concentrated display area highlight own brand let consumers 5 seconds quick find different series price products, plan consumer communication information hierarchy, designer translated demand make star display called focus display area, micro product guide system design, additionally need according existing consumer communication information hierarchy layout element information, this demand point-of-sale materials designer combat guidance, designer according different purposes plan suitable design form!

(III) Relationship between Point-of-Sale Advertising Materials Design and People, Goods, Field

1. Relationship with People
   Nowadays people shopping environment requirements higher, demand not only satisfy basic function, psychological demand higher level pursuit, constitute design psychology three major systems art, design, psychology. Psychology itself broad discipline, design psychology psychology foundation, combine design art, aesthetics, scientific psychology etc related disciplines cross, through psychology research people behavior cognition law, “people”本 design explore. Donald Norman proposed relatively complete design psychology theory system, design process both ensure usability,兼得 aesthetics practicality. Through consumer psychological activity research, how guide consumer interest attention, clarify consumer external things cognition interaction process, understand consumer psychological demand, make commercial display space design meet market demand, solve consumer space environment emotional demand problem.
   Point-of-sale advertising materials design besides research design psychology need from people sensory characteristics start visual, touch, hearing, taste etc, this recent years point-of-sale advertising materials design large use fragrance, lighting display, dynamic display, sound interaction reason, additionally store “golden display line” (golden display line height generally 85～120 cm between, shelf second third layer, eyes easiest see, hand easiest reach commodity display position, best display position. This position generally display high profit commodity, own brand commodity, exclusive agent distribution commodity. This position most忌讳 display no gross profit low gross profit commodity, that retail store profit loss.) also around people perspective structure research typical product.
2. Relationship with Goods
   Here “goods” product, product storage characteristics, packaging characteristics etc directly influence advertising materials design form, example particularly heavy product material selection architecture planning need special planning, same 1 square paper floor stack, place relatively heavy beverage daily chemical product膨化 leisure food material cost definitely different, bagged soft packaging product boxed stand摆 product display way also different, need cold storage product room temperature product display requirements display tool demand completely different etc, these sufficient说明 product form influence point-of-sale advertising materials design form, at least most materials directly influence.
3. Relationship with Field
   Here “field” refers terminal retail environment, department store, KA store, supermarket, CVS convenience system, wholesale market etc, different retail environment advertising materials material, structure, size, process different requirements, example Da Run Fa cannot launch light film画面, Watsons materials mostly small size, exquisite type, material selection generally acrylic, wood paint snow弗板 etc slightly high-end material, convenience store generally cannot place floor stack, mini show etc large materials, wholesale market generally adopt cheap durable metal folding display, supermarket paper props generally rare wholesale market because supermarket environment relatively good, suitable paper product display, wholesale market environment harsh, not suitable adopt paper display materials, etc these说明 want good point-of-sale advertising materials design must different terminal retail environment in-depth understand, because different retail terminal environment each different, site layout characteristics also different, of course materials form requirements also different.

IV. Commercial Value of Point-of-Sale Advertising Materials Design

Generally people understand point-of-sale advertising materials two functions, 1: display function 2: display function. This understanding not incorrect but not comprehensive, if trace back, China Tang Song period wine house flag signboard early剪刀挑担子换糖果商贩发出招揽顾客声音, all use different forms tools achieve advertising inform function, now FMCG field generally understand point-of-sale advertising materials POSM, with supermarket self-service store rapid development point-of-sale advertising materials demand井喷式发展, because product selling points need借助 advertising materials this medium display, particularly FMCG largest POSM demand, because FMCG typical impulse consumption product, good POSM create positive purchase atmosphere, more efficient shopper convert purchaser, additionally we know product want sell need let everyone see, need抢占 more positions display product, multi-point product display need配套 corresponding display display props realize product display, above said 2 functions actually foundation function, also retail brand market competition necessities. Besides “invisible value” often ignored everyone, above mentioned point-of-sale advertising materials brand communication carrier, this carrier put different content final produced effect different, example use symbol, color, material, slogan all become brand asset, bring brand premium, example Ferrero long-term use Italian character image pyramid element, long-term use gold card paper material, example Heinz long-term use logo outline extension贯穿 series tools, example Master Kong inverted triangle Coke red arc line these brands successfully create own “terminal visual identification system” this asset not only brand添砖加瓦 strengthen brand cognition, accumulate brand asset, also greatly reduce terminal communication cost, of course many advertising materials肩负 different function mission, example intercept type props theme flower car, example cross-category display tool hanging strip, example remind purchase type props checkout counter display etc all greatly improve terminal conversion rate!

V. Development Trends of Point-of-Sale Advertising Materials Design

With domestic brands increasingly重视 terminal brand construction, more enterprises have thinking shift from making products to making brands, terminal image value cognition more objective comprehensive, past enterprises own internal recruit 3D designers or find materials production factory free design, output design quality relatively low, now more enterprises begin invest special funds specially recruit annual POSM service providers, need strategy ability service providers, point-of-sale marketing strategy formulation,平面 visual creativity POSM point-of-sale advertising materials design ability as bidding foundation condition screen suppliers, not only this more many industry excellent service providers equipped structural engineer department, specially responsible from design effect drawing还原1:1 finished product work, professional scientific planning material process structure, issue 1:1 sample bidding standard for brand company more efficient scientific promote later production work, currently industry leaders not only equipped early creativity strategy part, also advertising materials production launch after work made digital terminal supervision support tool, better supervise terminal use condition reduce loss, truly every penny spend real place, visible future point-of-sale advertising materials design must more system, more scientific, more professional, investment must more precise effective,
Today highly digital era, with digital marketing普及 hardware equipment continuous cost reduction, believe terminal not long future another scene, like electronic paper price tag, many terminal平面 printing replaced digital media flexible screen, not only static dynamic display change, IoT AI technology赋能智慧门店发展, terminal precise communication, personalized display become reality,
Additionally national low-carbon environmental protection commitment implement every enterprise, past export point-of-sale advertising materials domestic use advertising materials environmental requirements completely two standards, recent two years domestic from foreign brands begin more enterprises research use lower carbon environmental materials, believe later constantly enterprises join low-carbon environmental industry, believe point-of-sale advertising materials also more low-carbon environmental

VI. Conclusion

FMCG especially leisure food, beverage etc mostly not true life necessities, need continuous advertising宣传, many enterprises conducted large media advertising investment, let non-life necessities become “important”, particularly recent two years hot variety show high sponsorship fee most休食 beverage etc FMCG take, these huge online advertising if not synchronous offline retail terminal exposure露出 waste large terminal sales opportunity, so online offline terminal cooperation particularly important.
Most FMCG second table type products, no need understand too much quick make purchase decision, example Coke, potato chips, candy, spicy strip, because these products buy wrong consequences not serious, everyone反而 more like try new products, so discover many FMCG brands perennial occupy store promotion position, frequent conduct various in-store promotion scenario display, because such products extremely easy现场营造氛围激发 purchase desire, extremely easy promotion advertising guide purchase recommendation influence, so point-of-sale marketing, activation营造 brand last change consumer attitude 30 seconds opportunity, offline sales “key moment” marketing chain crucial important, point-of-sale marketing through use point-of-sale advertising materials weapon win this terminal war, let brand win terminal, therefore enterprises must highly重视 point-of-sale materials design.
Finally because preparation time insufficient reference research results few, point-of-sale advertising materials design research not in-depth enough, not comprehensive enough, many insufficient, again hope mentors professionals more指正, future work learning continue learn research related topics, strengthen this major cognition!

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