- 1POSM trong he thong trade marketing: Cong cu thi hanh hay chi la vat pham quang cao?
- 23 giai doan trade marketing va loai POSM phu hop cho tung giai doan
- 3Phan loai 15 loai POSM theo kenh Modern Trade va General Trade
- 3.1POSM tai kenh Modern Trade (sieu thi, chuoi tien loi)
- 3.2POSM tai kenh General Trade (tap hoa, dai ly)
- 4So sanh vat lieu san xuat POSM: Formex, Mica va MDF
- 54 chi so do luong POSM trong chien dich trade marketing
- 5.1Checklist 5 buoc do luong ROI chien dich POSM
- 6Xu huong POSM 2025-2026: Tu Phygital den AI va vat lieu xanh
- 7Cach trien khai POSM cho chien dich trade marketing: Quy trinh 5 buoc
- 8Ngan sach POSM cho doanh nghiep SME: 3 loai uu tien khi chi co 30-50 trieu
- 9Cau hoi thuong gap ve POSM trong trade marketing
- 9.1POSM gom nhung gi?
- 9.2POSM va POP khac nhau nhu the nao?
- 9.3Ai chiu trach nhiem lam POSM trong doi trade marketing?
- 9.4Chi phi san xuat POSM trung binh la bao nhieu?
- 9.5POSM co phu hop cho doanh nghiep nho khong?
- 9.6Nen tu lam POSM hay thue agency?
- 10Tim hieu them ve POSM va trade marketing
- 11Tai lieu tham khao
72% chuong trinh trade promotion tai My bi lo [1]. Con so nay khong chi nam o chien luoc. No nam o khau cuoi cung: vat pham POSM dat sai vi tri, sai loai, hoac don gian la khong ai do luong.
Vay POSM (Point of Sale Materials) thuc su la gi trong he thong trade marketing? Day la toan bo vat pham quang cao duoc dat truc tiep tai diem ban, tu Wobbler gan ke hang den Sampling Booth tai goc sieu thi, voi nhiem vu duy nhat: chuyen chien luoc trade marketing thanh hanh dong tai chinh noi nguoi mua dua ra quyet dinh.
82% quyet dinh mua hang duoc thuc hien ngay tai cua hang [2]. Nhung lam sao de moi dong ngan sach POSM deu sinh loi thay vi chi tao "diem nhan" roi bi dua hang go xuong sau 1 tuan? Duc ket tu hon 90 du an trien khai cho cac thuong hieu FMCG va ban le, A.M Agency tong hop:
Phan biet vai tro chien luoc cua POSM trong tung giai doan trade marketing
Chon dung loai POSM theo kenh Modern Trade va General Trade
So sanh 3 vat lieu san xuat pho bien: Formex, Mica, MDF
Do luong bang 4 chi so KPI cu the
Cap nhat xu huong POSM 2025-2026: WebAR, AI Audit, vat lieu xanh
Ap dung quy trinh trien khai 5 buoc da kiem chung tai 200 cua hang
POSM trong he thong trade marketing: Cong cu thi hanh hay chi la vat pham quang cao?
POSM trong he thong trade marketing: Cong cu thi hanh hay chi la vat pham quang cao?
Truoc khi noi ve loai POSM nao nen dat o dau, can lam ro mot ranh gioi thuong bi nham lan: trade marketing va POSM khong phai la mot.
Trade marketing la toan bo hoat dong marketing nham day hang qua kenh phan phoi, tu nha phan phoi (distributor) den nha ban le (retailer). Doi tuong tac dong la doi tac kenh, khong phai nguoi tieu dung cuoi. Muc tieu: dam bao san pham co mat dung vi tri, dung thoi diem, voi dieu kien trung bay tot nhat tai cua hang.
POSM la cong cu thi hanh chien luoc do ngay tai ke hang. Trade marketing quyet dinh muc tieu, con POSM la phuong tien hien thuc hoa tai diem ban. Vi du cu the: muc tieu trade marketing la "tang ty le dung thu 20% cho san pham moi tai 50 sieu thi". POSM (Wobbler, Shelf Talker, Sampling Booth) la cach dat muc tieu nay.
Tai sao POSM khong don gian chi la vat pham? 3 vai tro chien luoc:
Thu hut chu y tai ke hang: POSM giam thoi gian tu luc nguoi mua nhin thay san pham den luc cam len. 70% quyet dinh mua tai sieu thi bi anh huong boi POSM [3].
Chuyen doi hanh vi: Bien foot traffic thanh giao dich thuc. Khach hang di ngang qua Gondola End (ke dau day), Wobbler bat mat khien ho dung lai, Shelf Talker cung cap ly do mua.
Truyen tai thong diep khuyen mai: Trade Promotion (chuong trinh khuyen mai thuong mai) chi phat huy tac dung khi nguoi mua BIET ve chuong trinh do. Tent Card, Floor Sticker, Dangler lam nhiem vu nay.
Con so 82% quyet dinh mua tai cua hang co ly do ro rang. Nguoi mua bi anh huong boi moi truong xung quanh: anh sang, mau sac, vi tri san pham tren ke, va chinh nhung vat pham POSM dat tai diem tiep xuc cuoi cung truoc quay thanh toan.
Thi truong POSM toan cau dat 37.16 ty USD nam 2025 va tang truong 5.6% moi nam, du kien cham 64.08 ty USD vao 2035 [2]. Day khong phai nganh phu tro. Day la mot phan khong the tach roi cua he thong trade marketing.
Cau hoi khong con la "co nen lam POSM hay khong", ma la "dat loai nao, o dau, va do luong bang gi". Bat dau voi cau hoi dau tien: loai POSM nao phu hop cho tung giai doan chien dich?
3 giai doan trade marketing va loai POSM phu hop cho tung giai doan
3 giai doan trade marketing va loai POSM phu hop cho tung giai doan
Moi chien dich trade marketing deu di qua 3 giai doan tai diem ban: Awareness (nhan biet), Trial (dung thu), va Repeat Purchase (mua lai). Moi giai doan can loai POSM khac nhau.
Awareness: Muc tieu la nguoi mua NHIN THAY san pham hoac chuong trinh khuyen mai. POSM phu hop gom Gondola End (ke dau day sieu thi), Standee (cua vao), Dangler (bien treo tran loi di chinh). Tat ca co chung nhiem vu: khien nguoi mua dung lai. Thoi gian dung chan truoc khu vuc co POSM (Dwell Time) la chi so do luong cho giai doan nay.
Trial: Chuyen tu "nhin thay" sang "cam len thu". POSM phu hop gom Sampling Booth, Counter Display, Wobbler kem thong diep khuyen mai. Wobbler dat tai Impulse Zone (khu vuc quay thanh toan, ke dau day) cho ty le chuyen doi cao nhat voi san pham FMCG, vi nguoi mua da san sang chi tien.
Thuc te chung minh dieu nay. Trong chien dich Acecook tai SEA Games 32, booth tai fan zone (tuong duong Impulse Zone) tang tuong tac gap 3 lan so voi booth trong khu vuc mua sam (Destination Zone), theo du lieu noi bo cua A.M Agency.
Repeat Purchase: Nhac lai thuong hieu, tao thoi quen mua. POSM phu hop gom Shelf Talker voi thong diep loyalty, Tent Card voi QR Code lien ket app, Hanger treo tai vi tri san pham. QR Code O2O (Online-to-Offline) ket noi giai doan nay voi kenh digital, do luong hanh vi mua online tu diem ban offline.
3 vung trung bay tai sieu thi (Visual Merchandising) anh huong truc tiep den viec chon vi tri dat POSM:
Vung trung bay | Vi tri | Dac diem | Loai POSM phu hop |
|---|---|---|---|
Impulse Zone | Quay thanh toan, ke dau day | Nguoi mua da san sang chi tien, quyet dinh nhanh | Wobbler, Tent Card, Counter Display |
Transition Zone | Loi di chinh (Main Aisle) | Nguoi mua dang di chuyen, can bat mat tu xa | Gondola End, Floor Sticker, Dangler |
Destination Zone | Ke san pham chinh | Nguoi mua dang tim san pham cu the, can thong tin | Shelf Talker, Divider, Hanger |
Mot diem dang luu y tu du an Meat Deli tai 200 cua hang WinMart: moi cua hang co bo cuc quay khac nhau. Vi tri dat POSM phai linh hoat theo tung diem ban, khong co "vi tri chuan" ap dung cho tat ca (theo kinh nghiem trien khai cua A.M Agency).
Vay loai POSM nao phu hop cho kenh ban le cu the? Bang phan loai ben duoi nhom 15 loai POSM theo kenh Modern Trade va General Trade, thay vi liet ke chung chung nhu hau het bai viet hien nay.
Phan loai 15 loai POSM theo kenh Modern Trade va General Trade
Phan loai 15 loai POSM theo kenh Modern Trade va General Trade
15 loai POSM duoc chia thanh 2 nhom theo kenh ban le. Ly do: tieu chuan trung bay va ngan sach giua Modern Trade (MT) va General Trade (GT) khac nhau hoan toan.
POSM tai kenh Modern Trade (sieu thi, chuoi tien loi)
Modern Trade (sieu thi, trung tam thuong mai, chuoi tien loi nhu WinMart, AEON, Bach Hoa Xanh) yeu cau POSM dat chuan brand guideline nghiem ngat: dung mau, dung kich thuoc, chat lieu chiu duoc do am tu mat.
Gia tham khao tinh cho don hang tu 100 unit, theo bao gia noi bo A.M Agency (2025-2026). Gia thuc te thay doi theo chat lieu, so luong, va ky thuat in.
Ten POSM | Vi tri dat | Chat lieu pho bien | Gia tham khao/unit | Nganh hang phu hop |
|---|---|---|---|---|
Gondola End (ke dau day) | Dau moi day ke sieu thi | MDF, Mica | 800K-2M VND | FMCG, My pham |
Shelf Talker (nhan gan ke) | Can ke san pham | Formex, nhua PVC | 5-15K VND | FMCG, Duoc pham |
Divider (thanh phan tach) | Giua 2 san pham tren ke | Formex, Mica | 10-25K VND | FMCG |
Wobbler (con nhun) | Can ke hoac Gondola End | Formex, nhua PVC | 8-20K VND | FMCG, F&B |
Dangler (bien treo tran) | Treo tren loi di chinh | Formex, giay cuong | 15-40K VND | FMCG, Do uong |
Floor Sticker | San loi di | Decal chong truot | 30-80K VND/tam | Khuyen mai theo mua |
Sampling Booth | Khu vuc dung thu | Mica, MDF, Formex | 3-15M VND/booth | FMCG, F&B |
Counter Display (ke quay) | Quay thanh toan | Mica, Carton | 150K-1.2M VND | My pham, FMCG |
POSM tai kenh General Trade (tap hoa, dai ly)
General Trade (cua hang tap hoa truyen thong, dai ly, cho) co yeu cau don gian hon: gia re, de van chuyen, so luong lon (500-5.000 diem). POSM tai GT thuong co vong doi ngan hon MT (2-4 tuan so voi 1-3 thang).
Ten POSM | Vi tri dat | Chat lieu pho bien | Gia tham khao/unit | Nganh hang phu hop |
|---|---|---|---|---|
Standee (0.8x1.8m chuan) | Truoc cua hang | Formex, banner | 80-200K VND | Da nganh |
Poster/Backdrop | Tuong trong cua hang | Giay, decal | 50-300K VND | FMCG, Do uong |
Tent Card (the dat ban) | Quay thu ngan, ban trung bay | Giay couche, Formex | 5-15K VND | F&B, Duoc pham |
Hanger (vi treo) | Treo tren ke hoac tuong | Formex, nhua | 10-30K VND | FMCG |
Banner | Ngoai troi truoc cua hang | Vai bat, hiflex | 100-500K VND | Da nganh |
Light Box | Cua kinh cua hang | Mica, nhom | 500K-3M VND | Do uong, Duoc pham |
Price Tag Holder | Ke san pham | Nhua, Mica | 3-10K VND | FMCG |
Khi trien khai cho Meat Deli tai 200 cua hang WinMart, A.M Agency su dung gia san xuat tap trung de dam bao dong nhat chat luong tren toan he thong (theo bao cao nghiem thu du an cua A.M Agency).
Tai sao phan nhom theo kenh MT/GT tot hon phan nhom theo hinh dang? Vi cung mot loai POSM, chat lieu va gia khac nhau hoan toan giua 2 kenh. Cu the: Wobbler tai sieu thi can chiu am tu mat (Formex 5mm), con Wobbler tai tap hoa chi can nhua PVC mong. Phan nhom theo kenh giup chon dung chat lieu va ngan sach cho tung chien dich.
Chat lieu san xuat POSM khac nhau the nao va khi nao nen chon loai nao? Bang so sanh ben duoi tra loi.
So sanh vat lieu san xuat POSM: Formex, Mica va MDF
So sanh vat lieu san xuat POSM: Formex, Mica va MDF
3 vat lieu chinh trong san xuat POSM la Formex, Mica, va MDF. Moi loai phu hop voi muc tieu va ngan sach khac nhau.
Formex (nhua PP day): Nhe, chong am, de cat. Pho bien nhat cho POSM so luong lon (hon 500 unit). Do day thuong dung: 3mm va 5mm. Gia: 15-25K/tam A3 [4]. Phu hop Wobbler, Shelf Talker, Dangler tai moi truong sieu thi co do am cao (khu tu mat, quay thuc pham tuoi).
Mica (Acrylic): Trong suot hoac dac, sang trong, do ben cao. Phu hop Counter Display, Showcase cho nganh F&B va my pham. Do day thuong dung: 3mm va 5mm. Gia: 35-60K/tam A3 [5].
MDF (go ep cong nghiep): Cung, chiu luc tot, co the son phun. Phu hop booth lon, Gondola End structure, ke trung bay chiu nang. Gia: 50-120K/tam A4 tuy do day (theo bao gia noi bo A.M Agency).
Tieu chi | Formex | Mica | MDF |
|---|---|---|---|
Do ben | 1-3 thang | 3-6 thang | 6-12 thang |
Trong luong | Nhe | Trung binh | Nang |
Chong am | Tot (phu hop tu mat) | Trung binh | Kem (can phu laminate) |
Gia/tam A3 | 15-25K | 35-60K | 50-120K |
Ky thuat in | Offset, in phun | UV, cat laser | Son phun, dan decal |
Phu hop loai POSM | Wobbler, Shelf Talker, Dangler | Counter Display, Showcase, Tent Card premium | Booth, Gondola End, ke trung bay |
Quy mo don hang phu hop | Hon 500 unit | 50-200 unit | 10-50 unit |
Chenh lech bao gia giua cac vendor POSM len toi 40-60% cho cung mot thiet ke la chuyen thuong gap. Nguyen nhan: su khac biet nam o ky thuat san xuat. In offset tren Formex 5mm, cat CNC tren Mica 3mm, va in UV tren MDF co chi phi hoan toan khac nhau. Brand Manager nhan 3 bao gia chenh lech lon thuong do khong chi ro vat lieu va ky thuat in trong brief.
Chon vat lieu theo 3 yeu to:
Muc tieu chien dich: POSM can trong sang cho activation (Mica) hay POSM so luong lon phu rong kenh (Formex)?
Ngan sach: Don hang hon 500 unit nen chon Formex (15-25K/tam). Don hang 50-200 unit co the chon Mica (35-60K/tam) ma van trong ngan sach.
Thoi gian su dung: Chien dich 2-4 tuan chon Formex. Trung bay 3-6 thang chon Mica. Ke co dinh 6-12 thang chon MDF.
Quy trinh nghiem thu POSM tai xuong truoc khi xuat kho la buoc quyet dinh. Can kiem tra: dung mau brand, khong lech in, do day dung spec, khong loi be mat. Trong du an Meat Deli, toan bo POSM duoc san xuat tai mot nha in, kiem tra tung lo truoc khi dong goi theo ma cua hang (duc ket tu cac du an thuc chien cua A.M Agency).
Sau khi chon dung loai va vat lieu, cau hoi tiep theo la: lam sao biet POSM co mang lai ket qua hay khong?
4 chi so do luong POSM trong chien dich trade marketing
4 chi so do luong POSM trong chien dich trade marketing
87% nhan hang dau tu ngan sach vao POSM tam thoi [6]. Con rat it don vi co framework do luong cu the. Hau qua: CMO phe duyet ngan sach nhung khong biet Gondola End hay quay thanh toan mang lai ket qua tot hon.
4 chi so (KPI) giup do luong POSM co he thong:
1. Sales Lift (tang truong doanh so)
So sanh doanh so san pham co POSM va khong co POSM trong cung thoi gian tai cung kenh. Cach do: lay data POS (he thong ban hang) truoc va sau khi dat POSM, tach biet anh huong cua cac hoat dong trade promotion khac dang chay dong thoi. Theo bao cao cua Firework (2025), chien dich ket hop quang cao digital va POSM ghi nhan tang 24% ROI so voi chi chay digital don [7].
2. Dwell Time (thoi gian dung chan)
Thoi gian trung binh khach hang dung lai truoc khu vuc co POSM. Do bang camera, sensor, hoac AI Heat Mapping (phan tich ban do nhiet tu loi di khach hang). Dwell Time tang dong nghia voi co hoi mua tang. Chi so nay dac biet phu hop de do luong Sampling Booth va Gondola End tai Transition Zone.
3. Planogram Compliance (ty le dat dung vi tri)
Planogram Compliance la ty le POSM duoc dat dung vi tri va kich thuoc theo thiet ke ban dau. Vi du: 100 cua hang trien khai Gondola End, 85 cua hang dat chuan = 85% compliance. Do bang POSM Audit: nhan vien field kiem tra tung diem ban, hoac su dung AI Image Recognition (chup anh ke hang, AI phan tich tu dong).
Tai A.M Agency, khi trien khai cho Meat Deli tai 200 cua hang WinMart, doi ngu su dung he thong anh nghiem thu cho moi diem ban. Day la hinh thuc POSM Audit thu cong nhung dam bao truy xuat duoc tinh trang POSM tai bat ky thoi diem nao (theo du lieu noi bo cua A.M Agency).
Lam the nao de tach biet anh huong cua POSM khoi cac hoat dong trade promotion khac dang chay dong thoi? Cach chinh xac nhat la A/B testing: chon 50 cua hang co POSM va 50 cua hang khong co, doi chieu doanh so sau 2-4 tuan.
4. O2O Attribution (chuyen doi Online-to-Offline)
Do luong hanh vi tu offline (quet QR Code tren POSM) sang online (truy cap website, tai app, mua hang online). QR Code O2O in tren Standee, Tent Card, Wobbler giup theo doi chinh xac bao nhieu nguoi chuyen tu diem ban offline sang kenh digital. Chi so lien quan: Branded Search Lift, la su gia tang luong tim kiem ten thuong hieu tren Google trong thoi gian dat POSM.
Checklist 5 buoc do luong ROI chien dich POSM
Xac dinh baseline: Ghi nhan doanh so va luong khach truoc khi dat POSM (toi thieu 2 tuan data)
Trien khai POSM va ghi nhan ngay bat dau: Chup anh nghiem thu tai moi diem ban
Thu thap data hang tuan: Data POS, luot quet QR, anh kiem tra Planogram Compliance
So sanh voi baseline: Sales Lift (%), Dwell Time (giay), Planogram Compliance (%)
Tinh Cost Per Acquisition: Tong chi phi POSM chia cho so khach hang moi chuyen doi
Chi so nao uu tien? Phu thuoc vao muc tieu trade marketing. Neu muc tieu la tang ty le dung thu (Trial), uu tien Dwell Time va O2O Attribution. Neu muc tieu la tang mua lai (Repeat), uu tien Sales Lift va Planogram Compliance.
Ngoai viec do luong, cong nghe dang thay doi cach doanh nghiep thiet ke va trien khai POSM. 4 xu huong dang dinh hinh nganh POSM trong nam 2025-2026.
Xu huong POSM 2025-2026: Tu Phygital den AI va vat lieu xanh
Xu huong POSM 2025-2026: Tu Phygital den AI va vat lieu xanh
Walmart lap dat nhan ke dien tu (Electronic Shelf Labels) cho 2.300 cua hang vao nam 2026 [8]. Day khong con la thu nghiem. Day dang tro thanh tieu chuan moi cho nganh ban le toan cau.
4 xu huong dang anh huong den POSM tai Viet Nam:
1. Phygital Experience (Physical + Digital)
Ket hop POSM vat ly voi cong nghe so. Cu the: Standee co QR Code dan den trang san pham tren mobile, khach hang quet ma va xem thong tin chi tiet ngay tren dien thoai ma khong can hoi nhan vien. Tai Viet Nam, POSM ket hop QR Code dang la buoc dau tien cua xu huong nay, dac biet tai cac chuoi sieu thi lon nhu WinMart va AEON.
2. Smart Digital Signage
Man hinh quang cao thay doi noi dung theo thoi gian thuc, thay the poster in an tai trung tam thuong mai. Uu diem: cap nhat noi dung tu xa, A/B testing noi dung quang cao tai diem ban. Han che: chi phi dau tu ban dau cao hon POSM truyen thong nhieu lan, nen hien chi phu hop cho chuoi lon hoac trung tam thuong mai.
3. AI-Powered POSM Audit
Su dung AI Image Recognition de kiem tra tinh trang POSM tu anh chup. Thay vi nhan vien field di kiem tra tung cua hang, merchandiser chup anh va AI phan tich: POSM co dung vi tri khong, co bi hu hong khong, ty le Planogram Compliance bao nhieu %.
Smart Digital Signage co thay the hoan toan POSM in an tai Viet Nam trong 3-5 nam toi? Kho co kha nang, vi kenh General Trade (chiem da so diem ban tai VN) chua san sang ve ha tang va ngan sach. POSM in an van la lua chon chinh cho GT, trong khi Digital Signage phu hop cho Modern Trade va trung tam thuong mai.
4. Circular Design (vat lieu xanh)
POSM su dung carton tai che, giay Kraft, vat lieu phan huy sinh hoc. Xu huong nay xuat phat tu yeu cau ESG (Environmental, Social, Governance) cua cac tap doan FMCG da quoc gia. Gia cao hon Formex khoang 20-30% (theo uoc tinh cua nganh), nhung la yeu cau bat buoc trong brief cua nhieu thuong hieu nhu Unilever va Nestle khi trien khai tai he thong MT chains lon tai Viet Nam.
Xu huong | Loi ich chinh | Han che | Phu hop cho | Ap dung tai VN |
|---|---|---|---|---|
Phygital (QR + WebAR) | Tang tuong tac, do luong O2O | Can internet, nguoi dung quen quet QR | FMCG, My pham | Dang ap dung (QR Code) |
Smart Digital Signage | Cap nhat noi dung tu xa, A/B test | Chi phi dau tu cao | MT, Trung tam thuong mai | Can 1-2 nam nua |
AI POSM Audit | Giam chi phi va thoi gian kiem tra | Can dau tu cong nghe, training doi ngu | Chuoi hon 100 diem ban | Can 1-2 nam nua |
Circular Design | Dap ung ESG, thuong hieu xanh | Gia cao hon 20-30% | Tap doan da quoc gia, MT | Dang ap dung |
Voi kien thuc ve loai POSM, vat lieu, chi so do luong, va xu huong, cau hoi cuoi cung la: lam sao trien khai toan bo quy trinh nay cho chien dich thuc te?
Cach trien khai POSM cho chien dich trade marketing: Quy trinh 5 buoc
Cach trien khai POSM cho chien dich trade marketing: Quy trinh 5 buoc
Lam the nao de trien khai POSM dong bo tai hang tram diem ban ma van dam bao chat luong? Quy trinh 5 buoc duoi day duc ket tu kinh nghiem trien khai cua A.M Agency tai 200 cua hang WinMart va cac chien dich sampling toan quoc.
Buoc 1: Xac dinh muc tieu va chon loai POSM
Bat dau tu muc tieu trade marketing (Awareness, Trial, hay Repeat) va kenh (MT hay GT). Tu do chon loai POSM phu hop theo bang phan loai o phan tren. Luu y: khong nen dat tat ca 15 loai cung luc. Tap trung 3-5 loai tai vi tri co luong khach cao nhat.
Buoc 2: Thiet ke theo brand guideline va dieu kien thuc te
POSM khong chi la lam dep. Can dieu chinh cho dieu kien thuc te cua diem ban: anh sang tu mat, do am, khong gian ke. Thiet ke nhieu phien ban kich thuoc cho cac bo cuc quay khac nhau. Trong du an Meat Deli, moi loai POSM co nhieu phien ban kich thuoc vi 200 cua hang WinMart co dien tich quay thit tuoi khong dong nhat.
Buoc 3: San xuat tap trung va kiem soat chat luong (QC) tai xuong
San xuat tai mot nha in de dam bao dong nhat mau sac va chat lieu. Kiem tra truoc khi xuat kho: dung mau brand, khong lech in, do day dung spec. Sau do phan loai va dong goi theo ma cua hang, dan nhan ro rang. Day la buoc quyet dinh thanh bai cua khau trien khai: POSM den sai cua hang hoac sai so luong thi toan bo cong thiet ke va san xuat se phi.
Buoc 4: Dieu phoi trien khai dong bo nhieu doi
Doi merchandiser phan theo khu vuc, moi doi phu trach mot vung dia ly. Lap dat POSM tai tung diem theo huong dan chuan (bao gom hinh anh minh hoa cach lap cho tung loai). Chup anh nghiem thu truoc va sau khi lap, tao ho so cho tung cua hang. Voi chuoi hon 100 diem ban, phai trien khai song song nhieu doi, khong the cu 1 doi di tuan tu.
Buoc 5: Do luong va dieu chinh
Ap dung 4 KPI da trinh bay o phan tren. Kiem tra Planogram Compliance dinh ky (hang tuan hoac hang thang). Dieu chinh vi tri dat hoac thay the POSM bi hu hong. Data tu moi dot audit la co so de cai thien loai POSM va vi tri cho chien dich tiep theo.
Can trien khai POSM cho chien dich trade marketing sap toi? A.M Agency tu van chon loai POSM, vat lieu, va vi tri dat phu hop voi muc tieu chien dich va ngan sach cu the.
Ngan sach POSM cho doanh nghiep SME: 3 loai uu tien khi chi co 30-50 trieu
Ngan sach POSM cho doanh nghiep SME: 3 loai uu tien khi chi co 30-50 trieu
Voi ngan sach 30-50 trieu VND (pho bien cho doanh nghiep nho khi tham gia hoi cho hoac khai truong cua hang), khong can va khong nen lam 10 loai cung luc. Tap trung 3 loai tai vi tri co luong khach cao nhat:
Standee 0.8x1.8m (Formex 5mm): 80-200K/chiec x 5-10 chiec = 400K-2M VND. Dat truoc cua hang hoac booth. Day la loai POSM thu hut chu y tu xa tot nhat trong tam gia nay.
Counter Display (Mica 3mm): 150-500K/unit x 2-5 unit = 300K-2.5M VND. Dat tren quay hoac ban trung bay. Tang ty le dung thu truc tiep.
Wobbler (nhua PVC hoac Formex): 8-20K/chiec x 50-100 chiec = 400K-2M VND. Dat tai ke hang hoac quay thanh toan.
Tong chi phi 3 loai POSM co ban: 1.1-6.5M VND. Con lai 23-49M dung cho thiet ke, in an so luong lon, va van chuyen. Loi khuyen: tap trung 2-3 loai chat luong tai vi tri chinh, thay vi lam nhieu loai gia re dat khap noi.
Cau hoi thuong gap ve POSM trong trade marketing
Cau hoi thuong gap ve POSM trong trade marketing
POSM gom nhung gi?
POSM gom 15 loai chinh, chia theo 2 kenh Modern Trade va General Trade. Cac loai pho bien nhat gom Wobbler (con nhun), Standee, Shelf Talker (nhan gan ke), Gondola End (ke dau day), va Sampling Booth.
POSM va POP khac nhau nhu the nao?
POSM (Point of Sale Materials) la vat pham quang cao. POP (Point of Purchase) la vi tri tai cua hang noi khach hang ra quyet dinh mua. POSM duoc dat tai POP. Vi du: Wobbler (POSM) duoc dat tai quay thanh toan (POP).
Ai chiu trach nhiem lam POSM trong doi trade marketing?
Trade Marketing Manager hoac Brand Manager chiu trach nhiem brief va duyet thiet ke. Phong Procurement chiu trach nhiem chon vendor san xuat. Merchandiser chiu trach nhiem trien khai va bao tri POSM tai diem ban.
Chi phi san xuat POSM trung binh la bao nhieu?
Tuy loai va so luong. Wobbler 8-20K/chiec, Standee 80-200K, Sampling Booth 3-15M. Ngan sach POSM thuong chiem khoang 5-15% tong chi phi trade promotion (theo kinh nghiem uoc tinh cua A.M Agency). Xem chi tiet trong bai Chi phi san xuat POSM.
POSM co phu hop cho doanh nghiep nho khong?
Co. Voi 30-50M VND, doanh nghiep nho co the trien khai 3 loai POSM co ban (Standee, Counter Display, Wobbler) tai vi tri co luong khach cao nhat.
Nen tu lam POSM hay thue agency?
Tu lam phu hop khi so luong nho (duoi 50 unit) va thiet ke don gian. Thue agency khi can so luong lon (hon 100 unit), trien khai tai nhieu diem ban, va can dam bao nhan dien thuong hieu dong nhat tren toan he thong.
Tim hieu them ve POSM va trade marketing
De di sau vao tung khia canh, tham khao cac bai viet lien quan:
Neu ban muon hieu toan dien ve POSM tu dinh nghia den phan loai, doc bai POSM la gi? Phan loai va ung dung trong trade marketing.
Doi voi chien luoc trung bay tai sieu thi va chuoi ban le, bai Merchandising tai diem ban: Chien luoc va thuc hien cung cap huong dan cu the.
Neu chien dich trade marketing cua ban bao gom hoat dong phat mau thu, tham khao Sampling campaign: Quy trinh trien khai va do luong.
Va doi voi activation tai he thong sieu thi, bai In-store activation tai sieu thi va chuoi ban le huong dan cach ket hop POSM voi cac hoat dong kich hoat thuong hieu ngay tai diem ban.
Tai lieu tham khao
[1] McKinsey & Company. "Why 70% of Trade Promotions Lose Money." Trích qua Tellius, 2026. https://www.tellius.com/resources/blog/why-70-of-trade-promotions-lose-money--and-what-ai-can-actually-do-about-it
[2] Expert Market Research. "Point of Sale Materials Market Report." 2025. https://www.expertmarketresearch.com/reports/point-of-sale-materials-market
[3] POPAI (Point of Purchase Advertising International). "The P.O.P. Measures Up Study." 1995. https://www.supermarketnews.com/grocery-operations/study-point-of-purchase-display-impact-increases
[4] InPP Decal. "In Formex - Bảng giá tham khảo." 2025. https://inppdecal.com/in-formex/
[5] B2C Viet. "Tấm Mica để bàn - Báo giá." 2025. https://b2cviet.com/tam-mica-de-ban/
[6] Path to Purchase Institute. "Retail POP Displays Survey." 2024. https://www.iprint360.com/resources/blog/retail-pop-displays-how-they-can-boost-sales.html
[7] Firework. "Marketing ROI Statistics." 2025. https://firework.com/blog/marketing-roi-statistics
[8] Retail Dive. "Walmart Electronic Shelf Labels Rollout." 2024. https://www.retaildive.com/news/walmart-electronic-shelf-labels-grocery-retail/718464/
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