How many items in a POSM set is sufficient?

The most frequent question Sinh Vũ hears when consulting on POSM is: "How many items do we need to have enough?" The straightforward answer is that there is no single correct number for every space. However, there is a clear principle for decision-making: the number of items should equal the number of touchpoints that genuinely serve a purpose along the customer journey, no more.

The movement flow determines quantity

Before counting items, you need to map the customer's journey in the space: where they approach from, where they stop, where they decide, and where they exit. Place an item at each point along that journey where the customer needs a visual impact. Points where the customer knows what to do or has no reason to stop do not require an item.

Small spaces with one entrance and one checkpoint usually require fewer items. Large spaces with multiple zones, corridors, and touchpoints along the journey need more. This is why two brands with the same budget may require completely different numbers of items.

Each item must have a purpose

Sinh Vũ uses four task groups to categorize items before entering the design phase:

• Attracting from a distance: large banners, welcome arches, backdrops, outdoor standees. The mission is to draw the eyes and feet of customers into the space.
• Wayfinding: Signage, hanging signs, directional arrows. The task is to help customers not get lost in a large space.
• Information provided: brochure (product information sheet), wobbler (shelf tag), tent card (table stand). The task is to answer the question "what is this, what do I get".
• Finalize decisions: shelf price, prominent promotions, items at the checkout or consultation desk. The task is to remove the final barriers before the customer decides.

For each item you want to add to the list, ask yourself: which of the four groups does it belong to? If it does not belong to any group, it is an item without a purpose and should not be included in the set.

When to do less, and when to do more

Add items that always incur costs.

A common misconception is that once the concept is established, adding items only incurs additional printing costs. In fact, each new item incurs at least three separate costs: design fees, die-cut fees (if the shape does not have an existing die), and printing costs based on quantity. If the new item can use an old die, some savings can be made, but the other two costs will still arise.

For this reason, Sinh Vũ encourages you to finalize the list of items before entering the design phase, not after the files have been approved. Adding items after printing is almost always more expensive than if done from the start.

Placing the right items at the right touchpoints along the purchase journey is more important than the total number of items.

The principle of point-of-sale merchandising. Reference: POPAI Shopper Engagement Study (USA, 2012-2014, scope of FMCG supermarkets).

Common mistakes when making a list

• Filling empty space: When there is empty space, the instinct is to fill it with items. The result is many conflicting messages, and the customer's eyes don't know where to stop.
• Leave decision points blank: Investing heavily at the entrance and then forgetting to place items right at the checkout, where customers need additional reasons to decide.
• Adding items just to look impressive: additional standees, extra banners, not tied to any specific task. Real costs, no defined tasks.
• Do not consider the possibility of reusing molds: Choosing a special shape for each item and then being surprised by the multiplied costs of die-cutting.

The viewpoint of Sinh Vũ

Sinh Vũ finalizes the visual concept first, then distributes items according to the customer experience flow, not based on subjective feelings. Sinh Vũ's POSM Kit typically includes 8 to 12 items along with large-format files that match the materials and a color check before printing. This number is the service package standard of Sinh Vũ, not a fixed industry standard, as each space and customer journey requires different touchpoints.

When clients want to add items outside the agreed list, Sinh Vũ clearly states the specific additional costs and asks: what task does this new item address that hasn't been covered? If there is a clear answer, adding it is justified. If not, save that budget to invest in print quality or materials for core items.