In the age of TikTok, memes, and micro-moments, the retail floor has become a stage to connect. For brands trying to win over Gen Z, traditional POSM (Point-of-Sale Materials) simply isn’t enough. This generation was raised on scrolls, swipes, and split-second impressions. To catch their eye, brands need to speak their language, visually, emotionally, and digitally.
Here’s how to do exactly that.
Go Bold or Get Scrolled Past
Gen Z grew up in a sea of saturated colour, from glitch art to Y2K aesthetics. While pastels might be pretty, bold grabs attention.
Think electric blue, dopamine orange, acid green. Add neon accents, chromatic finishes, or retro digital motifs. These choices don’t just shout “look at me”, they align with what’s trending in Gen Z’s digital spaces.
Case in point: Hybe’s retail stores for K-pop group New Jeans featured glossy finishes, vibrant colour blocks, and punchy typography — all designed to pop on Instagram and TikTok. The result? Viral visuals that were instantly shareable and unmistakably Gen Z.
Talk the Talk: Slang, Memes & Playful Copy
Gen Z is fluent in irony, emojis, and internet-speak. POSM that mirrors this tone, without overdoing it, feels human and in tune.
Phrases like “srsly good deals”, “this one’s giving snack vibes”, or “no cap” can add charm when done right. But beware of sounding forced. Authenticity is everything.
Look to Oatly for inspiration. Their POSM and packaging say things like “Totally Normal Oat Drink” or “Wow no cow!” — casual, funny, and self-aware. The voice feels real, not rehearsed.
Make It a Game
Gen Z doesn’t just want to see your display, they want to play with it. Gamified POSM adds fun and interactivity, boosting dwell time and engagement.
Ideas include:
- AR scavenger hunts
- Spin-the-wheel QR codes
- Digital scratch cards
- In-store leaderboards
Nike nailed this with its AR treasure hunt in select Asian stores. Shoppers scanned posters or tags to unlock virtual sneakers and win discounts — a perfect blend of fun and function.
Be Mobile-First & Social-Ready
If it doesn’t work on a phone, it won’t work for Gen Z.
Embed QR codes that unlock exclusive content. Create branded AR filters. Build selfie zones with TikTok-friendly lighting. Make every display a content opportunity.
Starbucks Malaysia did this brilliantly with their holiday campaign. When customers scanned the cup or POSM, festive animations launched via AR — perfect for sharing on Instagram Stories. Each drink became both product and content.
Design for Micro-Moments, Not Long Attention Spans
Gen Z doesn’t browse, they blink.
Your POSM must communicate instantly. Use oversized icons, bold text, and sharp layouts. Prioritise hero benefits and pricing. If using screens, keep animations short and looped.
Fenty Beauty understands this. Their sleek displays highlight product names, shades, and benefits in a flash, perfect for a try, decide, and post retail moment.
Turning POSM into a Stage for Gen Z
In Gen Z marketing, POSM is no longer just signage. It’s a storytelling tool. One that entertains, interacts, and fits naturally into their digital lifestyle.
From bold visuals and gamified mechanics to mobile-driven engagement, smart youth retail displays can transform shoppers into fans, and fans into storytellers.
Brands like Hybe, Oatly, Nike, Starbucks, and Fenty show what’s possible. The blueprint is there. All you need is the courage to go bold, be playful, and design POSM that doesn’t just sit on a shelf… it starts a conversation.
