Coordinated POSM for multiple points of sale during Tet: control, not additional printing

Synchronizing POSM (point-of-sale materials) for Tet across multiple stores is an operational challenge, not just a design issue. Most F&B chains face problems not due to poor design but because the same file passes through many hands, workshops, and installation teams, resulting in inconsistencies on-site. The more points of sale, the greater the complexity and the higher the likelihood of deviations.

Why is synchronizing POSM for Tet more difficult than other seasons?

Tet has three characteristics that make this challenge harder than usual. First, the time window is narrow: the entire system must launch simultaneously within a few days, and it cannot be rolled out store by store. Second, the volume of items is larger because Tet typically involves many types of POSM at once, from posters, wobblers, standees, to window decals and outdoor banners. Third, the printing workshop also gets congested during this period as many brands are running simultaneously, so the sample approval time must be calculated earlier than usual.

A study from One Door on multi-point display execution noted that email chains and miscommunication are the most common reasons for brand inconsistency at the point of sale across stores. A single source of standard guidance is needed, rather than allowing each store to interpret it on their own.

Three pillars of synchronized control

Sinh Vũ organizes a multi-point POSM campaign based on three pillars; missing one of the three creates a gap in the entire system.

• File according to layout configuration: Instead of a rigid design, categorize touchpoints according to two or three representative configurations, such as small stores under 30 square meters, medium stores, and flagship stores. Each configuration has its own set of files, sized and positioned correctly according to the actual space. Modular design allows items to adapt without losing visual consistency.
• Installation guide with diagrams: Store teams are not display experts. The guide needs to include diagrams of each item's position, illustrative photos of the correct results, and concise step-by-step instructions. Both Pazo and SafetyCulture note that display compliance must be continuously monitored, not just checked at the initial setup.
• Photo acceptance mechanism: Require each sales point to take photos after installation and send them to a single point of contact for verification before the campaign launch date. This is the only way to catch widespread errors without needing to audit each location.

Color checking: the most often overlooked step

The red color of Tet is the strongest identity color of the campaign, but it is also the most prone to variation when printed across multiple workshops and materials. Printing on plastic decals, couche paper, and outdoor canvas yields three different results without a standardized color chart for each specific material.

Sinh Vũ creates a custom color palette for each material and personally checks the printed samples before running the quantity. This step cannot be skipped if you want the entire system to match in tone, especially when printing at different factories.

Common F&B chain error when running Tet POSM.

• Design a hard copy and force it onto every surface: the result is excess white space, areas lacking coverage, and images being cropped.
• Printing in multiple factories without a standardized color palette: Tet red looks different everywhere, making the brand appear to be running multiple campaigns.
• No step for photo verification after installation: errors only surface when customers complain or when management conducts inspections.
• Assigning the store team to set up without a diagram: items placed incorrectly, in the wrong positions, or even left in storage.
• Concentrating everything right before Tet: printing delays, and some sales points not receiving materials before the campaign launch.

Multi-point consistency is lost when signage and displays vary between stores. The more points there are, the more complexity increases exponentially. A single source of standard guidance is needed, preventing each store from interpreting it differently.

Taylor / One Door, Retail Signage & Visual Merchandising Execution

Sinh Vũ's viewpoint

Sinh Vũ oversees design and art direction throughout the campaign, not just delivering files and walking away. The color palette is adjusted for each material, modules are flexible according to the layout configuration, and installation guidelines are provided along with the file set, which Sinh Vũ manages to ensure the store team works from the same map.

The on-site audit and photo documentation at each sales point is the responsibility of you or the executing partner. Sinh Vũ will assist in establishing the process and checklist, but cannot replace the on-site supervisor. Sinh Vũ recommends starting the implementation schedule at least six to eight weeks before Tet to allow enough time for sample approval, printing, shipping, and installation on time across the system.