In today’s digital-first world, are posters, banners, and standees still relevant?
Point of Sale Materials (POSMs) were once the staple of in-store promotions that are often dismissed today as “old school”. With digital platforms offering hyper-targeted ads, instant analytics, and global reach, why should brands still invest in print and in-store displays?
The truth is POSMs aren’t dead, but their role has shifted. Instead of existing as static signages, they are evolving into gateways for experiences. As consumers move through a connected journey rather than linear channels, POSMs must work in tandem with digital and experiential touchpoints to deliver the right message at the right moment. Informed by consumer insights and market data, they can still capture attention, anchor campaigns in the physical world, and create lasting brand engagement.
From Signage to Experience
Traditional POSMs used to play a fairly straightforward role: To influence consumers at the exact moment of purchase through promotional materials to draw attention, communicate product information and promotions, and ultimately drive sales and increase brand awareness, helping products stand out on crowded shelves. Back when consumer attention was largely focused in-store, this approach alone was enough.
However, in today’s digital-first economy, consumers are overwhelmed with messages and a static poster alone rarely cuts through the noise. To stay relevant, POSMs need to go beyond information-sharing and act as triggers that spark curiosity, encourage participation, and connect the physical environment with digital amplification.
That’s where brands are finding new ways to reimagine POSMs. Beyond being just “signages”, they’ve become interactive touchpoints, creative backdrops, and catalysts for social sharing.
Haidilao x Kung Fu Panda 4 Campaign
The Haidilao x Kung Fu Panda 4 global retail activation campaign is a powerful example of how traditional POSMs can evolve.
On the surface, the campaign featured familiar elements: tent cards on tables, banners at store entrances, and standees featuring characters from the movie. These tools served their traditional purpose of building awareness and theming the restaurant space. But what made the campaign stand out was how those POSMs extended into experiences:
- Photo Opportunities: Standees weren’t just décor; they became backdrops where diners could pose and share their experience online.
- Colouring Sheets: Simple paper materials transformed into interactive family activities, engaging kids while creating brand affinity.
- AR Filters: A digital bridge that turned static visuals into shareable, animated fun on social platforms.
- Meet-and-Greets: Bringing characters to life, offering diners a moment of magic they could capture and remember.
Why This Matters for Brands
This campaign proves why looking at touchpoints in silos no longer works. When POSMs are integrated to connect offline and online as one system, the impact becomes far greater than the sum of its parts.
Here’s why:
Physical Anchors in a Digital World: Even in an age of online shopping and endless feeds, consumers still crave tangible experiences. POSMs give campaigns a physical anchor that digital alone can’t provide.
Bridging Offline and Online: Modern POSMs can act as bridges, driving audiences to engage digitally through QR codes, AR filters, or social media prompts.
Creating Shareable Moments: When POSMs are designed as experiences through backdrops, games, or props, they encourage user-generated content that extends the campaign’s reach organically.
The Future of POSMs
The future of POSMs lies in synergy: the print that sparks the scroll, the in-store moment that becomes a digital share, the static sign that turns into a memory-making experience. It’s not about choosing offline or online, but about integrating both to follow the consumer across their journey. POSMs aren’t relics of the past. They’re evolving assets that, when reimagined, can be among the most powerful connectors between brands and consumers.
At Mashwire, we believe in bridging the traditional and the modern to craft campaigns that resonate. From posters to AR filters, tent cards to immersive experiences, our goal is to help brands create touchpoints that not only stand out but stick.
If you’re looking to unlock new ways to make your brand experiences matter, contact us today!
