Point of Purchase Retail Display: How Mascots Push M&M's Sales

We sighted this cute Mars M&M’s point of purchase retail display at a cinema shop in Russia. We spotted the iconic mascots straight away and our attention was immediately drawn to the products on offer. It does not only serve as customers’ first point of contact with the brand, but it also provides great entertainment value.

Here’s a more detailed case study about this interesting and eye-catching point of sale people couldn’t ignore!

Why We Love M&M Point of Purchase Retail Display?

Unique and Fun to Look at

What makes this POS display effective is that customers can easily recognize the mascot. The smiling faces are effectively inviting everyone to grab a packet or two of M&Ms chocolates before going inside or leaving the cinema.

When presented with so many options, customers are more likely to go for products that they can recognize, relate to, or be attracted to. In essence, visual appeal plays a vital role in pulling in more customers. Using mascots not only humanizes the chocolate brand but also makes the brand more personable and engaging.

Great Display for Marketing Movies

We love the cinema theme as it reinforces their message. We can see the Red M&M holding a clapperboard, which is a very interesting addition to the display. It implies that their movie experience is better with M&Ms.

With this kind of setup, we feel like this would be a great chance for film outfits to promote their movies through brand licensing.

Brand Positioning

The yellow mascot holding up a tray of candies is “touch level” which means it is also targeted toward kids.

With strategic brand positioning, it makes it easier for shoppers to make on-the-spot buying decisions.

This is because employing the “touch level” strategy encourages shoppers to grab and go.

LED Screen

The addition of a screen adds entertainment value which is vital in reeling in customers. LED displays allow them to play different content related to their products on demand. They can also use this to advertise new products, promotions, and show their marketing message in a more entertaining way.

Colours Pop

The effective use of colours attracts customers to their display. The mascots stand out against the dark background, making them really easily recognizable.

How Effective Are Point of Purchase Retail Displays?

Connects Brand with Target Market

Aside from its mass appeal, having a customized POS display like the M&M ones is a surefire way to pull in more customers, and connect with them on an emotional level. In essence, point-of-purchase displays offer a personalized shopping experience that they will remember.

Employs Marketing Psychology

Furthermore, a custom POP display allows companies to reinforce their brand message through colour psychology. Humans are visual creatures. Thus, we are always drawn to things that are beautiful as well as visually striking. We also recognize brands through colours. So this is where custom displays come in.

It allows merchandisers to be creative in their in-store marketing approach. They have the freedom to use their brand colours or match the colours of the products they are offering to create a cohesive display that appeals to their senses.

Drives Impulse Purchases

We cannot stress enough the importance of POS and POP displays in driving impulse purchases. Especially the free-standing ones, they can help push sales by promoting discounts and highlighting best-sellers. They can even be used to push sales for low-performing brands and products by placing them at eye level.

Check out more M&M promotions here:

M&M’s on-pack GWP wristwatch not only look cute, but they also make great advertising media. Here’s why:

GWP Watch by M&M’s

Ever wondered how you can boost your confectionery marketing? Get inspiration from M&M’s!

m&m’s Confectionery Marketing – Promo Items to Boost ROI

Keychains are a great way to get your brand into the hands of your customers. Here is how M&M’s is utilizing them for their marketing campaign.

How M&M’s Optimized Their Marketing with Custom Keychains

Who would have thought that a candy dispenser can be a great on-pack promo gift? here’s how M&M’s pulled this off:

Promo candy dispenser – On pack promotion by M&M

We absolutely love this on-pack gift idea! M&M’s gave away free wristwatches and notebooks to their as a free on-pack items. Find out what makes them exceptional:

Promotional Watch and Notebook: On Pack Promotion by M&M

In an airport in Dubai, our team spotted this bespoke POS display of the brand with a circular LED display on the top that perfectly introduces the brand even to people from afar.

Maximizing Brand Impact: 4 Tips from An LED Display Manufacturer

Essentially,

M&M utilised their brand mascots very well, ensuring they were visible and highly engaging. Additionally, they employed other effective marketing aids such as LED screens which are guaranteed attention-grabbers. This was successful since the brand knows its identity and its market.

Where Does ODM Come In?

Do you need help designing and sourcing promotional products and product displays? Then let our team help you out! With years of experience in product sourcing, designing, and manufacturing, you can rely on us for all your promotional needs.

ODM is a promotional product development company established in 2003. Our creative team, Mindsparkz, has decades of experience in the industry and will work closely with you from product brainstorming to sourcing and production.

Aside from a creative point of purchase retail display, we can also assist you with your branded merchandise, provide you with packaging solutions, design pop-up stores and manufacture trade show giveaways. Contact us today!