Driving Impact of Our Client’s POSM in SARI – SARI Stores

The challenge:

Determine which set of POSM design and placements would maximize shopper’s attention, engagement and purchase at overcrowded sari – sari store in Philippines.

Brandscapes Insights:

• Generic insight about shoppers
• They spend more time in stores than outside making the interior a vital activation zone.
• POSMs certainly drive awareness and visibility, however engagement and conversion impact are less
• They seldom find new news in POSMs displayed sari – sari stores
• Specific insight into our POSM design and placements
• Which connection in the POSM were working to dial up attention, engagement and purchase
• What kind of impact placement had on the key KPIs

Marketing Actions:

• Posters were improved, borrowing from star elements of our competitor’s POSM
• The role of different elements and how to leverage them was perfectly understood

Outcome:

• Clients were able to use the best POSM combination to activate different sari – sari stores