Point of sale materials (PoSM) have traditionally been used to attract customer attention, communicate product information, and influence purchasing decisions at retail locations. Posters, shelf displays, standees, counter displays, banners, and promotional signs remain common across stores, supermarkets, shopping centres, and other retail environments. However, digital technology is changing how these physical materials interact with consumers.

QR codes, mobile connectivity, digital screens, and data-driven marketing are allowing businesses to connect physical retail displays with online experiences. Instead of simply communicating a promotional message, modern PoSM can encourage customers to access product information, digital offers, videos, reviews, and other interactive content using their smartphones.

Growth of the Point of Sale Materials Market

The global point of sale materials (PoSM) market was valued at USD 37.16 billion in 2025. The market is expected to grow at a CAGR of 5.60% during 2026–2035, reaching approximately USD 64.08 billion by 2035. Market growth is being supported by continued retail activity and the need for brands to capture consumer attention at the point of purchase.

Digital integration is adding another dimension to PoSM by allowing physical displays to provide access to online content and measurable consumer interactions.

QR Codes Connect Physical Displays With Digital Content

QR codes are among the simplest technologies transforming PoSM. A brand can place a QR code on a shelf display, product stand, poster, or counter card, allowing shoppers to scan it using a smartphone.

After scanning, customers can be directed to product pages, promotional offers, demonstration videos, digital catalogues, loyalty programmes, or additional product information. This allows a relatively small physical display to provide access to a much larger amount of digital content.

For example, a cosmetics brand could use a QR code on an in-store display to direct customers to product tutorials, ingredient information, customer reviews, or a complete product range.

Interactive Retail Experiences

Digital integration can make point of sale materials more interactive. Instead of simply viewing a static advertisement, customers can use their smartphones to engage with additional content.

Retail displays can link to quizzes, product demonstrations, augmented reality experiences, competitions, surveys, and personalised promotions. These experiences can encourage customers to spend more time interacting with a brand while they are already in a purchasing environment.

The approach can be particularly useful for products that require additional explanation before purchase.

Supporting Omnichannel Retail

The growing connection between physical stores and digital commerce is also influencing PoSM design. Consumers often research products online before purchasing them in a physical store, or discover products in stores before completing a purchase online.

QR-enabled PoSM can help connect these two stages. A customer who sees a product in a store can scan the display to access the brand’s website, check additional variants, compare products, or complete an online purchase.

This creates a more connected shopping journey rather than treating physical and digital channels as separate experiences.

Better Access to Product Information

Consumers increasingly want detailed information before making purchasing decisions. Physical displays have limited space, making it difficult to include extensive product details without creating clutter.

QR codes provide a practical solution. A concise display can communicate the main product message while the QR code provides access to more detailed information.

For food products, for example, shoppers could scan a display to access nutritional information, ingredient details, recipes, or sourcing information. Electronics brands could provide specifications, product demonstrations, and user guides.

Data and Campaign Measurement

One limitation of traditional PoSM is that measuring direct consumer interaction can be difficult. Digital integration can provide businesses with additional data about how shoppers engage with physical campaigns.

QR code scans, landing-page visits, digital coupon redemptions, and other interactions can provide measurable indicators of campaign performance. Marketers can use this information to understand which displays, locations, promotions, or messages generate greater engagement.

This can help businesses refine future campaigns and allocate resources more effectively.

Personalised Promotions at the Point of Purchase

Digital integration also creates opportunities for more targeted promotions. QR codes can connect shoppers with offers based on specific products, campaigns, or customer programmes.

For example, a retailer could place a QR code next to a product category that provides a digital discount or loyalty reward. Consumers can then access the promotion directly through their smartphones.

Such approaches can complement traditional promotional materials while giving retailers additional flexibility in updating offers without replacing the entire physical display.

Digital Screens Expand PoSM Capabilities

QR codes are not the only technology influencing PoSM. Digital screens and interactive displays are increasingly being used in retail environments to deliver dynamic content.

Unlike static posters, digital screens can display multiple products, promotional messages, videos, and real-time offers. Content can also be updated remotely, allowing businesses to adapt campaigns without printing and distributing new materials.

The combination of physical displays, digital screens, and mobile connectivity can create more flexible retail communication systems.

Sustainability and Reduced Printing

Digital integration may also support efforts to reduce the volume of printed promotional materials. A single physical display with a QR code can provide access to information that might otherwise require multiple brochures, leaflets, or printed product guides.

However, digital solutions also have environmental impacts related to electronic equipment, energy consumption, and device manufacturing. Businesses therefore need to consider the overall lifecycle of their PoSM solutions when evaluating sustainability.

Future of Digitally Integrated PoSM

The integration of QR codes, mobile technology, digital displays, analytics, and emerging technologies is changing how point of sale materials function within modern retail environments. Physical displays are increasingly becoming entry points to broader digital experiences rather than standalone promotional tools.

With the global PoSM market projected to grow from USD 37.16 billion in 2025 to USD 64.08 billion by 2035, businesses are likely to continue exploring ways to combine physical visibility with digital engagement.

The future of PoSM may involve increasingly connected retail experiences in which physical displays attract attention, QR codes provide access, digital platforms deliver information, and analytics help businesses understand consumer engagement.