Shoppers today don’t just browse and buy in just one place. They scroll, click, tap, and walk, all as part of the same purchase journey. Whether they’re watching a product teaser on Instagram, researching it on an app, or spotting it in-store, they expect a seamless retail experience. That’s where omnichannel POSM comes in.
What Is Omnichannel POSM?
Omnichannel POSM (Point of Sale Materials) refers to promotional materials that maintain a consistent look, feel, and message across both physical and digital customer touchpoints. Think shelf wobblers in stores, e-commerce banners, app sliders, and interactive digital displays, all working together to reinforce the same campaign.
For brands, especially large ones, consistency builds trust. When a shopper sees a bold tagline and vibrant visuals on social media, they expect to encounter the same design language in the store aisle, on your website, and in their shopping cart. Mixed signals? Mixed results.
Let’s look at key strategies to design omnichannel POSM that tells a unified story, reinforces brand identity, and maximises campaign impact across platforms.
Align Visual Identity and Messaging
Start with the basics: ensure your colours, fonts, taglines, and imagery are aligned across every platform. One idea, many formats, but the same unmistakable identity.
For instance, if a skincare brand is running a “Glow From Within” campaign, that theme should carry across retail decals, Lazada banners, app notifications, and Instagram reels.
A great example? Nestlé’s “Good Food, Good Life” campaign. Whether seen in AEON supermarkets or on Lazada, shoppers experienced identical visuals and messaging, reinforcing brand presence no matter where they looked.
Turn Physical POSM into Digital Gateways
Modern POSM can bridge the gap between offline and online. Incorporate smart features like:
- QR codes that link to recipes, tutorials, or loyalty rewards
- NFC tags for tap-to-redeem offers
- AR effects for immersive demos
Many brands now embed QR codes in their in-store displays, letting shoppers instantly access value-added content like cooking tips, health guides, or exclusive bundles.
This small addition transforms POSM from a static sign into a living, connected experience.
Coordinate Timing Across All Touchpoints
One of the biggest pitfalls in omnichannel campaigns? Poor timing. There’s nothing worse than launching a product online only to have shoppers find empty shelves in-store.
To avoid this, synchronise your rollout:
- POSM installation = digital campaign go-live
- In-store redemption = app notification trigger
- Social teaser = ready stock on shelf
McDonald’s Malaysia did this flawlessly with its Chicken Tenders campaign. As soon as the product was live online, stores echoed the same visuals and messaging — no delays, no disconnect.
Design for All Screens and Environments
An ad that looks great on a lightbox might not work on a mobile banner. Your POSM visuals should be responsive, adaptable, and easy to scale.
For example, Panasonic’s Nanoe Air Purifier campaign used a consistent blue-aqua theme across:
- Instagram Stories
- Shopee product listings
- Branded app interfaces
- In-store gondolas at Senheng
Same message, same feel — delivered in formats that suited each platform and screen.
Amplify In-Store POSM with Social Media
Social media isn’t just for discovery. It’s a powerful way to echo and extend your POSM.
Here’s how:
- Create branded hashtags tied to your POSM display
- Encourage user-generated content (UGC) at retail locations
- Run cross-platform contests — buy offline, post online
- Tease upcoming launches digitally, then reveal them physically
Starbucks Malaysia masters this with its seasonal Frappuccino drops. Every new flavour is teased on Instagram, showcased in-store with matching visuals, and even supported by TikTok dance challenges — all stitched together by unified POSM and creative.
Integration Equals Impact
When done right, omnichannel POSM transforms fragmented campaign elements into a connected, memorable narrative.
It allows your brand to exist fluidly at every step of the shopper’s journey, reminding, reinforcing, and nudging them toward action.
From store aisles to mobile phones to digital wallets, a truly integrated POSM strategy speaks with one powerful voice. And in today’s crowded world, that clarity is what cuts through.
