How many items in a POSM set is sufficient?

The most common question when consulting on POSM is: "How many items do you need to be sufficient?" The straightforward answer is that there is no one-size-fits-all number for every space. However, there is a clear principle for decision-making: the number of items should equal the number of touchpoints that have a real purpose along the customer's movement flow, no more.

The movement flow determines quantity

Before counting items, you need to map out the customer's journey in the space: where they approach from, where they stop, where they make decisions, and where they exit. At each point along that journey where the customer needs a visual impact, place an item. 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

You can use four task groups to categorize items before starting the design:

• 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 a design direction is established, adding items only incurs additional printing costs. In reality, each new item incurs at least three separate costs: design fees, die-cutting fees (if the shape does not have an existing die), and printing costs based on quantity. If the new item can use an existing die, some savings can be made, but the other two costs will still apply.

For this reason, it is important to finalize the list of items before the design phase, not after the design file has been approved. Adding items after printing is almost always more costly than doing it right 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.

This article is for reference. The scope, pricing, and specific commitments of Sinh Vũ are detailed in the proposal and signed contract.