Testing point-of-sale (POS) material is crucial for optimizing its effectiveness in driving sales and influencing shopper behaviour at the critical "moment of truth"—the point where purchase decisions are made. High-performing POS materials can capture attention, communicate key messages, and motivate shoppers to choose your product over competitors. Without testing, brands risk deploying materials that fail to resonate or even confuse shoppers, resulting in lost opportunities.

Testing provides insights into what works, from design and messaging to placement and visibility. It ensures that the materials align with shopper preferences and the specific retail environment. By identifying the most impactful POS elements, businesses can maximize sales conversions and enhance brand recall. Moreover, data-driven optimization of POS materials builds stronger relationships with retailers by demonstrating a commitment to joint success. Ultimately, testing POS materials ensures that they effectively influence shoppers, turning intent into action at the shelf.

Our approach

DVJ’s holistic model consists of a unique combination of behaviour registration with implicit and explicit question techniques and leads to full insight into how each campaign creative works.

• We combine fundamental ‘shopping behaviour and advertising laws’ into account which are related to the way people do shop and pay attention to their environment.

• We focus on the willingness to watch and place the new campaign creative in a realistic context of other creatives within the same ‘Umfeld’. This means that we use the in shop environment as the context for each test.

• We give respondents the opportunity to decide how long they are willing to give attention to each creative, with real behaviour instead of forced. It is the same behaviour people have in store.

• We offer unique insight into the extent to which a creative can communicate the brand and message. This therefore, has a high predictive value. We even link the performance to a sales uplift score based upon our validation tests.

• We use different diagnostic tools such as free associations, evaluation and activation statements, moment-to-moment evaluation or online eye tracking to understand how a creative can be optimised.

• We compare the results with our benchmark, where we focus on the top 20%, because we know that average results lead to limited in-market impact.

Our deliverables

There isn’t a lot of time between the completion of the campaign material by the advertising agency and the moment the campaign goes live. This means that a pre-test should be carried out in a fast and efficient way.

A comparison to a benchmark for each medium type, with the option of either the average or the top 20%. The most important results are summarised in a compact PowerPoint presentation where the potential of the campaign creative is determined and possible optimisations identified using the FUA-method.

Our Senior Consultants add value to the presentation in interpretation and discussion with important internal and external stakeholders such as the advertising agency. Completion of the study within 48 hours after fieldwork has ended.

Your benefits

• Understanding the creative impact of POSM and the possible sales impact.

• More efficient and effective campaigns and ways to optimize results

• New insight into how creations work and how this is linked to sales.

• Concrete recommendations that help the advertising agency implement optimisations.