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Der Klassiker: Grillsauce neben der Fleischtheke, Snacks im Getränkegang. Entscheidend ist die Logik des Verwendungsanlasses, nicht die freie Fläche. Wer nur platziert, wo Platz ist, verschenkt den Effekt.  ",[646],{"type":164,"attrs":647},{"color":217},{"_uid":649,"text":650,"seo_tag":634,"component":42,"style_tag":634},"8bef9862-b86e-48a4-822e-875a8ac53f1e",{"type":30,"attrs":651,"content":652},{"backgroundColor":32},[653],{"type":35,"attrs":654,"content":655},{"textAlign":32},[656,662],{"text":657,"type":40,"marks":658},"2. Displays mit Kategorie-Logik statt Gießkanne",[659,661],{"type":164,"attrs":660},{"color":217},{"type":193},{"text":630,"type":40,"marks":663},[664],{"type":164,"attrs":665},{"color":217},{"_uid":667,"text":668,"styling":464,"component":103},"c5e01daf-71e5-4f06-bc4c-a0b8eee860c4",{"type":30,"attrs":669,"content":670},{"backgroundColor":32},[671],{"type":35,"attrs":672,"content":673},{"textAlign":32},[674],{"text":675,"type":40,"marks":676},"Die Affinität für Display-Käufe unterscheidet sich massiv nach Warengruppe, Handelskanal und Shopper-Typ. Ein Display, das bei Süßwaren zieht, kann bei Tiernahrung wirkungslos bleiben. Vor der Produktion steht deshalb die Frage: Welcher Display-Typ passt zu welchem Kanal, welcher Distributionslogistik und welchem Kaufverhalten? ",[677],{"type":164,"attrs":678},{"color":217},{"_uid":680,"text":681,"seo_tag":634,"component":42,"style_tag":634},"54170668-744b-484c-b1b5-c9b08871cb43",{"type":30,"attrs":682,"content":683},{"backgroundColor":32},[684],{"type":35,"attrs":685,"content":686},{"textAlign":32},[687,693],{"text":688,"type":40,"marks":689},"3. POS-Promotion mit genau einer Mechanik",[690,692],{"type":164,"attrs":691},{"color":217},{"type":193},{"text":630,"type":40,"marks":694},[695],{"type":164,"attrs":696},{"color":217},{"_uid":698,"text":699,"styling":464,"component":103},"3d86b5c5-9f55-4300-956e-05005fcb4f11",{"type":30,"attrs":700,"content":701},{"backgroundColor":32},[702],{"type":35,"attrs":703,"content":704},{"textAlign":32},[705],{"text":706,"type":40,"marks":707},"Rabatt, Bundle, On-Pack, Gewinnspiel: Jede dieser Mechaniken funktioniert. Aber nicht alle gleichzeitig. Eine POS-Promotion braucht ein Versprechen, das in unter drei Sekunden verstanden wird. Alles, was erklärt werden muss, wird nicht gelesen. ",[708],{"type":164,"attrs":709},{"color":217},{"_uid":711,"text":712,"seo_tag":634,"component":42,"style_tag":634},"8446f446-5d40-42e0-b6f5-7aba81595eca",{"type":30,"attrs":713,"content":714},{"backgroundColor":32},[715],{"type":35,"attrs":716,"content":717},{"textAlign":32},[718,724],{"text":719,"type":40,"marks":720},"4. Sampling und Verkostung",[721,723],{"type":164,"attrs":722},{"color":217},{"type":193},{"text":630,"type":40,"marks":725},[726],{"type":164,"attrs":727},{"color":217},{"_uid":729,"text":730,"styling":464,"component":103},"88d001bb-662b-4fcd-b303-a554cc0d961e",{"type":30,"attrs":731,"content":732},{"backgroundColor":32},[733],{"type":35,"attrs":734,"content":735},{"textAlign":32},[736],{"text":737,"type":40,"marks":738},"Der schnellste Weg zum Erstkauf bei allem, was erklärungsbedürftig ist oder gegen ein Vorurteil ankämpft. Probieren schlägt Argumentieren – besonders dann, wenn das Produkt besser ist als sein Ruf in der Kategorie. ",[739],{"type":164,"attrs":740},{"color":217},{"_uid":742,"text":743,"seo_tag":634,"component":42,"style_tag":634},"39cfb3ed-412e-4f58-8745-c36309b1928c",{"type":30,"attrs":744,"content":745},{"backgroundColor":32},[746],{"type":35,"attrs":747,"content":748},{"textAlign":32},[749,755],{"text":750,"type":40,"marks":751},"5. Cashback statt Preisabschlag",[752,754],{"type":164,"attrs":753},{"color":217},{"type":193},{"text":630,"type":40,"marks":756},[757],{"type":164,"attrs":758},{"color":217},{"_uid":760,"text":761,"styling":464,"component":103},"29075648-cb89-44e9-9c00-a46caf2ebe46",{"type":30,"attrs":762,"content":763},{"backgroundColor":32},[764],{"type":35,"attrs":765,"content":766},{"textAlign":32},[767],{"text":768,"type":40,"marks":769},"Cashback aktiviert, ohne den Regalpreis zu beschädigen. Der Shopper bekommt seinen Vorteil, die Preisarchitektur bleibt intakt – und Du bekommst Daten. Moderne Cashback-Modelle arbeiten mit Festpreis-Logik und machen das Budget planbar, egal wie hoch die Einlösung ausfällt. ",[770],{"type":164,"attrs":771},{"color":217},{"_uid":773,"text":774,"seo_tag":634,"component":42,"style_tag":634},"01091bec-bdc4-4973-9c84-233f4bfc988c",{"type":30,"attrs":775,"content":776},{"backgroundColor":32},[777],{"type":35,"attrs":778,"content":779},{"textAlign":32},[780,786],{"text":781,"type":40,"marks":782},"6. Retail-Media am Regal",[783,785],{"type":164,"attrs":784},{"color":217},{"type":193},{"text":630,"type":40,"marks":787},[788],{"type":164,"attrs":789},{"color":217},{"_uid":791,"text":792,"styling":464,"component":103},"49d54c87-cc81-4928-9a35-ca4534bf0235",{"type":30,"attrs":793,"content":794},{"backgroundColor":32},[795],{"type":35,"attrs":796,"content":797},{"textAlign":32},[798],{"text":799,"type":40,"marks":800},"Digitale Werbeflächen im Handelsumfeld sind der am schnellsten wachsende Kanal im Shopper-Marketing – von Onsite-Anzeigen im Onlineshop des Händlers bis zum digitalen Screen direkt am Kühlregal. Der Vorteil: First-Party-Daten des Handels, kombiniert mit Nähe zum Kaufakt. ",[801],{"type":164,"attrs":802},{"color":217},{"_uid":804,"text":805,"seo_tag":634,"component":42,"style_tag":634},"414eef01-3456-48f3-9dcc-413970b873e1",{"type":30,"attrs":806,"content":807},{"backgroundColor":32},[808],{"type":35,"attrs":809,"content":810},{"textAlign":32},[811],{"text":812,"type":40},"7. Instore-Navigation und Wegeführung ",{"_uid":814,"text":815,"styling":464,"component":103},"546fc256-ee5f-46bc-ba24-7c27a4b14dc6",{"type":30,"attrs":816,"content":817},{"backgroundColor":32},[818],{"type":35,"attrs":819,"content":820},{"textAlign":32},[821],{"text":822,"type":40},"Aufmerksamkeit beginnt vor dem Regal. Bodenaufkleber, Deckenhänger, Gangstopper und Wegeleitsysteme lenken den Shopper dorthin, wo Deine Marke steht. Besonders wirksam in großen Ladenformaten, in denen Orientierung selbst ein Bedürfnis ist. ",{"_uid":824,"text":825,"seo_tag":634,"component":42,"style_tag":634},"4ccae5b1-c410-4d08-9d84-d55e6280ff8e",{"type":30,"attrs":826,"content":827},{"backgroundColor":32},[828],{"type":35,"attrs":829,"content":830},{"textAlign":32},[831],{"text":832,"type":40},"8. Packaging als POS-Medium ",{"_uid":834,"text":835,"styling":464,"component":103},"76589e75-05ed-48fb-952a-162fa97ccb72",{"type":30,"attrs":836,"content":837},{"backgroundColor":32},[838],{"type":35,"attrs":839,"content":840},{"textAlign":32},[841],{"text":842,"type":40},"Die Verpackung ist eines der Werbemittel, die dem Shopper direkt am Regal begegnen. Sie ist Regalfläche, Botschaftsträger und Aktionsfläche in einem – von der Störerbanderole bis zum On-Pack-Code. Wer Packaging vom POS her denkt, gewinnt Kontakte, die nichts extra kosten. ",{"_uid":844,"text":845,"seo_tag":634,"component":42,"style_tag":634},"3607ca9f-05ce-4a29-8aa1-0e6618a6faf9",{"type":30,"attrs":846,"content":847},{"backgroundColor":32},[848],{"type":35,"attrs":849,"content":850},{"textAlign":32},[851],{"text":852,"type":40},"9. Social und Influencer als Vorstufe ",{"_uid":854,"text":855,"styling":464,"component":103},"cf730ee8-e7a4-482a-b870-c55df9734b62",{"type":30,"attrs":856,"content":857},{"backgroundColor":32},[858],{"type":35,"attrs":859,"content":860},{"textAlign":32},[861],{"text":862,"type":40},"Der Shopper hat sich häufig schon entschieden, bevor er Dein Regal sieht. Creator-Content baut die Erwartung auf, der POS löst sie ein. Entscheidend ist die Synchronisation: gleiches Motiv, gleiches Versprechen, gleicher Zeitraum. Wer den Pre-Shop nicht bespielt, verliert im In-Shop. ",{"_uid":864,"text":865,"seo_tag":634,"component":42,"style_tag":634},"6e52fa8d-b52e-411f-92a8-ace30f8e159f",{"type":30,"attrs":866,"content":867},{"backgroundColor":32},[868],{"type":35,"attrs":869,"content":870},{"textAlign":32},[871],{"text":872,"type":40},"10. Verlängerung in den digitalen POS ",{"_uid":874,"text":875,"styling":464,"component":103},"2b5696de-dbe0-4853-b8e8-4c8bc3e23cda",{"type":30,"attrs":876,"content":877},{"backgroundColor":32},[878],{"type":35,"attrs":879,"content":880},{"textAlign":32},[881],{"text":882,"type":40},"Produktdetailseite, Bewertungen, Suchplatzierung und Retail-Media-Anzeige im Onlineshop sind der digitale Zwilling Deines Regals. Omnichannel heißt hier ganz praktisch: Was am Regal versprochen wird, muss im Onlineshop auffindbar sein – und umgekehrt. ",{"_uid":884,"content":885,"anchor_id":18,"component":119,"spacing_top":465,"spacing_bottom":18},"9d09801b-7e40-48c6-aa16-f647cad16e63",[886,896,906,916,936,946,961,971],{"_uid":887,"text":888,"seo_tag":41,"component":42,"style_tag":41},"56a50889-b71c-4022-9528-2024d0289113",{"type":30,"attrs":889,"content":890},{"backgroundColor":32},[891],{"type":475,"attrs":892,"content":893},{"level":477,"textAlign":32},[894],{"text":895,"type":40},"POS-Marketing Beispiele aus der Praxis",{"_uid":897,"text":898,"seo_tag":41,"component":42,"style_tag":151},"059e570c-8011-4cf0-8a58-8216990e7a0b",{"type":30,"attrs":899,"content":900},{"backgroundColor":32},[901],{"type":35,"attrs":902,"content":903},{"textAlign":32},[904],{"text":905,"type":40},"Theorie ist gut. Regal ist besser. Drei Beispiele aus unserer Arbeit – klassisch, aktivierend und digital. ",{"_uid":907,"text":908,"seo_tag":634,"component":42,"style_tag":634},"741a6cd9-888b-42f5-a89a-47c9f946f139",{"type":30,"attrs":909,"content":910},{"backgroundColor":32},[911],{"type":35,"attrs":912,"content":913},{"textAlign":32},[914],{"text":915,"type":40},"Naturals: Geschmack, der überzteugt",{"_uid":917,"text":918,"styling":35,"component":103},"b40688aa-08c0-4c38-94a9-83487349b5ec",{"type":30,"attrs":919,"content":920},{"backgroundColor":32},[921,926,931],{"type":35,"attrs":922,"content":923},{"textAlign":32},[924],{"text":925,"type":40},"Die Ausgangslage: Der besondere Geschmack von Naturals sollte noch mehr Shopper direkt am POS überzeugen und neue Verwender für die Marke gewinnen. Der Schlüssel dazu: das Produkt selbst. Mit gezielten Verkostungen wurde aus Neugier Probierbereitschaft – und aus Probieren im besten Fall ein neuer Lieblingssnack. ",{"type":35,"attrs":927,"content":928},{"textAlign":32},[929],{"text":930,"type":40},"Am POS umgesetzt haben wir zahlreiche Displays und Millionen Aktionspackungen mit wechselnden Konzepten, dazu zielgruppengenaue Gewinne, Sales-Materialien und Verkaufsargumente für den Handel. Die Klammer über allem: die Tagline „Voller Geschmack? Aber natürlich!“ ",{"type":35,"attrs":932,"content":933},{"textAlign":32},[934],{"text":935,"type":40},"Das Ergebnis: Naturals sind im Handel und bei den Verwendern angekommen – und erobern seit Jahren kontinuierlich Marktanteile. ",{"_uid":937,"text":938,"seo_tag":634,"component":42,"style_tag":634},"a889656f-8d9f-47dc-8530-0358d2330ea1",{"type":30,"attrs":939,"content":940},{"backgroundColor":32},[941],{"type":35,"attrs":942,"content":943},{"textAlign":32},[944],{"text":945,"type":40},"Ferrero kinder Schoko-Bons: eine Promotion, in der niemand verliert",{"_uid":947,"text":948,"styling":35,"component":103},"19653512-7d43-4c4a-9fb5-d6987a25e9ba",{"type":30,"attrs":949,"content":950},{"backgroundColor":32},[951,956],{"type":35,"attrs":952,"content":953},{"textAlign":32},[954],{"text":955,"type":40},"Zum 30-jährigen Jubiläum sollte eine Aktivierung her, die mehr kann als gratulieren – und die Markenloyalität zusätzlich stärkt. ",{"type":35,"attrs":957,"content":958},{"textAlign":32},[959],{"text":960,"type":40},"Die Mechanik: On-Pack-Aktionscode auf der Packung, mobile Teilnahme, 300 Reisen in Wunsch-Freizeitparks als Hauptgewinn. Der eigentliche Clou lag aber darunter: 2für1-Spaß-Tickets, garantiert für alle Teilnehmenden, einlösbar bei über 150 Partnern deutschlandweit. Jede Teilnahme war ein Gewinn. Verlierer? Gab es keine. ",{"_uid":962,"text":963,"seo_tag":634,"component":42,"style_tag":634},"7924aa6b-d310-4d23-836d-b7a1ea3d1be8",{"type":30,"attrs":964,"content":965},{"backgroundColor":32},[966],{"type":35,"attrs":967,"content":968},{"textAlign":32},[969],{"text":970,"type":40},"SUPERSCREENS: Retail-Media direkt am Kühlregal ",{"_uid":972,"text":973,"styling":35,"component":103},"c553cadb-96c7-4fbf-93b5-13a5655da55e",{"type":30,"attrs":974,"content":975},{"backgroundColor":32},[976,981,986],{"type":35,"attrs":977,"content":978},{"textAlign":32},[979],{"text":980,"type":40},"Großflächige, transparente Screens am Kühlregal, dynamisch steuerbar nach Tageszeit, Region, Wetter und Angebot – im Rhythmus fünf Sekunden Inhalt, fünf Sekunden Transparenz. Die Produktverfügbarkeit bleibt unangetastet, die Aufmerksamkeit steigt. ",{"type":35,"attrs":982,"content":983},{"textAlign":32},[984],{"text":985,"type":40},"Im Testlauf im Oktober 2025 erreichten 13 Premium-Märkte in vier Wochen über 683.000 Marktbesucher bei rund 186.000 Spot-Wiedergaben. Gemessen wurde eine Absatzsteigerung von rund 54 Prozent – kategorieübergreifend: Joghurt plus 89 Prozent, veganer Aufschnitt plus 30 Prozent, herzhafte Snacks plus 16 Prozent. ",{"type":35,"attrs":987,"content":988},{"textAlign":32},[989],{"text":990,"type":40},"SUPERSCREENS gibt es exklusiv bei REINBOLDROST. ",{"_uid":992,"content":993,"anchor_id":18,"component":119,"spacing_top":465,"spacing_bottom":18},"864d6afc-05e5-4e48-9c82-f3eece87d743",[994,1004,1014],{"_uid":995,"text":996,"seo_tag":41,"component":42,"style_tag":41},"c5783847-6650-4c81-a7ba-c051280876bd",{"type":30,"attrs":997,"content":998},{"backgroundColor":32},[999],{"type":35,"attrs":1000,"content":1001},{"textAlign":32},[1002],{"text":1003,"type":40},"Wie plane ich eine POS-Kampagne? In 6 Schritten",{"_uid":1005,"text":1006,"styling":35,"component":103},"627ab8bb-eed1-40a5-ad7d-36d048dc791d",{"type":30,"attrs":1007,"content":1008},{"backgroundColor":32},[1009],{"type":35,"attrs":1010,"content":1011},{"textAlign":32},[1012],{"text":1013,"type":40},"Du willst mit einer aktivierenden POS-Promotion in aller Munde sein? Dann in dieser Reihenfolge: ",{"_uid":1015,"text":1016,"styling":35,"component":103},"6089e4f9-66c8-49ba-a3fa-244e89b8d5a4",{"type":30,"attrs":1017,"content":1018},{"backgroundColor":32},[1019],{"type":1020,"attrs":1021,"content":1022},"ordered_list",{"order":302},[1023,1034,1045,1056,1067,1078],{"type":67,"content":1024},[1025],{"type":35,"attrs":1026,"content":1027},{"textAlign":32},[1028,1032],{"text":1029,"type":40,"marks":1030},"Ziel definieren.",[1031],{"type":193},{"text":1033,"type":40}," Markenbekanntheit, Produkteinführung, Umsatz oder Distribution – jedes Ziel führt zu einer anderen Mechanik. Zwei Ziele gleichzeitig führen meist zu keinem. ",{"type":67,"content":1035},[1036],{"type":35,"attrs":1037,"content":1038},{"textAlign":32},[1039,1043],{"text":1040,"type":40,"marks":1041},"Shopper verstehen.",[1042],{"type":193},{"text":1044,"type":40}," Wer kauft, in welcher Journey, mit welchem Motiv? Soziodemografie allein reicht nicht – Du brauchst das Einkaufsverhalten. ",{"type":67,"content":1046},[1047],{"type":35,"attrs":1048,"content":1049},{"textAlign":32},[1050,1054],{"text":1051,"type":40,"marks":1052},"Retail-Realität prüfen.",[1053],{"type":193},{"text":1055,"type":40}," Welcher Handelspartner, welche Fläche, welche Distributionslogistik, welcher Zeitraum? Die beste Idee scheitert an einer Platzierung, die es nicht gibt. ",{"type":67,"content":1057},[1058],{"type":35,"attrs":1059,"content":1060},{"textAlign":32},[1061,1065],{"text":1062,"type":40,"marks":1063},"Idee entwickeln. ",[1064],{"type":193},{"text":1066,"type":40},"Von der aufmerksamkeitsstarken Zweitplatzierung bis zur interaktiven Erfahrung. Eine Idee, die man erklären muss, ist am POS keine. ",{"type":67,"content":1068},[1069],{"type":35,"attrs":1070,"content":1071},{"textAlign":32},[1072,1076],{"text":1073,"type":40,"marks":1074},"Touchpoints orchestrieren.",[1075],{"type":193},{"text":1077,"type":40}," Mehrere Kontaktpunkte erhöhen die Aufmerksamkeit signifikant – in größeren Ladenformaten haben sich drei Kontaktpunkte als guter Richtwert erwiesen. Wichtig ist nicht die Anzahl, sondern dass alle dasselbe erzählen. ",{"type":67,"content":1079},[1080],{"type":35,"attrs":1081,"content":1082},{"textAlign":32},[1083,1087],{"text":1084,"type":40,"marks":1085},"Messen und nachsteuern. ",[1086],{"type":193},{"text":1088,"type":40},"KPIs vor dem Start festlegen, nicht danach. Und während der Laufzeit optimieren, nicht erst im Auswertungstermin. ",{"_uid":1090,"content":1091,"anchor_id":18,"component":119,"spacing_top":465,"spacing_bottom":18},"c525626d-70f5-4dce-aacf-9b1182969e5f",[1092,1102],{"_uid":1093,"text":1094,"seo_tag":41,"component":42,"style_tag":41},"296b2df0-2132-43ce-819e-f9667cf01221",{"type":30,"attrs":1095,"content":1096},{"backgroundColor":32},[1097],{"type":475,"attrs":1098,"content":1099},{"level":564,"textAlign":32},[1100],{"text":1101,"type":40},"Wie misst man den Erfolg von POS-Marketing? ",{"_uid":1103,"text":1104,"styling":35,"component":103},"8d68714c-6afe-4df2-a2eb-d163c612569d",{"type":30,"attrs":1105,"content":1106},{"backgroundColor":32},[1107],{"type":35,"attrs":1108,"content":1109},{"textAlign":32},[1110],{"text":1111,"type":40},"Aufmerksamkeit ist kein Ziel. Wirkung ist es. Diese Kennzahlen zeigen, ob Deine POS-Maßnahme funktioniert hat: ",{"_uid":1113,"content":1114,"anchor_id":18,"component":119,"spacing_top":465,"spacing_bottom":18},"ddacc0d7-694d-4356-9d4d-27f145cc190a",[1115,1124],{"_uid":1116,"text":1117,"seo_tag":41,"component":42,"style_tag":41},"47403517-6a07-4779-a78d-7b14574f9d3e",{"type":30,"content":1118},[1119],{"type":475,"attrs":1120,"content":1121},{"level":564,"textAlign":32},[1122],{"text":1123,"type":40},"Gute (Shopper-)Reise",{"_uid":1125,"text":1126,"styling":35,"component":103},"981e335a-c85f-4dcd-ae56-650821a21f62",{"type":30,"content":1127},[1128],{"type":35,"attrs":1129,"content":1130},{"textAlign":32},[1131,1133,1137,1139,1143],{"text":1132,"type":40},"Entlang der Shopper-Journey lassen sich relevante Touchpoints definieren, an denen die Zielgruppe aktiviert werden kann. Diese Aktivierung im Rahmen des Marketingeinsatzes kann ",{"text":1134,"type":40,"marks":1135},"marken-, händler- und produktspezifisch",[1136],{"type":193},{"text":1138,"type":40}," ausgerichtet sein. Dabei sind nicht alle Kontaktpunkte für jede Shopper-Journey gleichermaßen relevant – sondern in Abhängigkeit von ",{"text":1140,"type":40,"marks":1141},"Anlass und Motiv des jeweiligen Einkaufs",[1142],{"type":193},{"text":1144,"type":40},".",{"_uid":1146,"content":1147,"anchor_id":18,"component":119,"spacing_top":18,"spacing_bottom":465},"63f63fc4-7791-4b4b-85a5-66cf94e82bd3",[1148,1158],{"_uid":1149,"text":1150,"seo_tag":41,"component":42,"style_tag":41},"eff19ce7-158a-46b5-a3f2-f98213ae8fef",{"type":30,"attrs":1151,"content":1152},{"backgroundColor":32},[1153],{"type":475,"attrs":1154,"content":1155},{"level":477,"textAlign":32},[1156],{"text":1157,"type":40},"Shopper verstehen: verschiedene Typen, verschiedene Journeys ",{"_uid":1159,"text":1160,"styling":35,"component":103},"ce08f2e1-c207-4daa-bddc-7ab61a584ecc",{"type":30,"attrs":1161,"content":1162},{"backgroundColor":32},[1163,1168,1191,1196],{"type":35,"attrs":1164,"content":1165},{"textAlign":32},[1166],{"text":1167,"type":40},"Für effektives POS-Marketing brauchst Du mehr als soziodemografische Daten. Du musst das Einkaufsverhalten verstehen. Und dazu gehört eine Unterscheidung, die erstaunlich oft untergeht: ",{"type":64,"content":1169},[1170,1177,1184],{"type":67,"content":1171},[1172],{"type":35,"attrs":1173,"content":1174},{"textAlign":32},[1175],{"text":1176,"type":40},"Der Shopper ist die Person, die kauft. ",{"type":67,"content":1178},[1179],{"type":35,"attrs":1180,"content":1181},{"textAlign":32},[1182],{"text":1183,"type":40},"Der Consumer ist die Person, die verbraucht. ",{"type":67,"content":1185},[1186],{"type":35,"attrs":1187,"content":1188},{"textAlign":32},[1189],{"text":1190,"type":40},"Beides kann dieselbe Person sein. Muss es aber nicht – und genau daraus entstehen die spannendsten Aktivierungsideen. ",{"type":35,"attrs":1192,"content":1193},{"textAlign":32},[1194],{"text":1195,"type":40},"Die Motive, die den Entscheidungsprozess am Point-of-Sale beeinflussen, lassen sich in sieben Shopper-Typen gliedern, die jeweils unterschiedliche Shopper-Journeys durchlaufen. Abhängig von Warengruppe, Vertriebskanal und Typ ergeben sich daraus völlig unterschiedliche Touchpoints – und Ansatzpunkte für Deine POS-Aktion. ",{"type":35,"attrs":1197},{"textAlign":32},{"_uid":1199,"images":1200,"anchor_id":18,"component":1209,"spacing_top":18,"spacing_bottom":465},"cb2aa163-356a-43f7-bf58-bdd10e22f8d7",[1201],{"id":1202,"alt":1203,"name":18,"focus":18,"title":18,"source":18,"filename":1204,"copyright":1205,"fieldtype":1206,"meta_data":1207},230920460217363,"Tabelle mit Merkmalen je Einkaufstyp, z. B. Routine, Flexibilität, Schnelligkeit.","https://a.storyblok.com/f/290977035499331/1200x675/c100d57a61/261013_seo_artikel_pos-marketing_jk_neues_format.jpg","REINBOLDROST","asset",{"alt":1203,"size":1208,"title":18,"source":18,"copyright":1205},"1200x675","ImageSlider",{"_uid":1211,"content":1212,"anchor_id":18,"component":119,"spacing_top":18,"spacing_bottom":465},"f072be89-2aa6-4fd9-a9d5-2ad64cf9407d",[1213,1223],{"_uid":1214,"text":1215,"seo_tag":41,"component":42,"style_tag":41},"4f44d5c6-0f0c-45fd-b601-82af6203766c",{"type":30,"attrs":1216,"content":1217},{"backgroundColor":32},[1218],{"type":475,"attrs":1219,"content":1220},{"level":477,"textAlign":32},[1221],{"text":1222,"type":40},"POS-Marketing mit REINBOLDROST",{"_uid":1224,"text":1225,"styling":35,"component":103},"a169208c-0a66-4597-8a9f-c2b86115a940",{"type":30,"attrs":1226,"content":1227},{"backgroundColor":32},[1228,1233,1238,1268],{"type":35,"attrs":1229,"content":1230},{"textAlign":32},[1231],{"text":1232,"type":40},"Als inhabergeführte Spezialagentur für Holistic-Shopper-Marketing aus Bonn denken wir POS-Marketing nie isoliert. Wir bringen drei Perspektiven zusammen: die SHOPPER-TRUTH (wer kauft warum), die RETAIL-TRUTH (was der Handel und die Kategorie hergeben) und die BRAND-TRUTH (was Deine Marke kann und darf). Erst dann reden wir über Displays. ",{"type":35,"attrs":1234,"content":1235},{"textAlign":32},[1236],{"text":1237,"type":40},"Was wir für Dich übernehmen: ",{"type":64,"content":1239},[1240,1247,1254,1261],{"type":67,"content":1241},[1242],{"type":35,"attrs":1243,"content":1244},{"textAlign":32},[1245],{"text":1246,"type":40},"Entwicklung und Realisierung kreativer, kundenindividueller POS-Kampagnen ",{"type":67,"content":1248},[1249],{"type":35,"attrs":1250,"content":1251},{"textAlign":32},[1252],{"text":1253,"type":40},"Bereitstellung und Integration moderner Technologien – von Retail-Media bis SUPERSCREENS ",{"type":67,"content":1255},[1256],{"type":35,"attrs":1257,"content":1258},{"textAlign":32},[1259],{"text":1260,"type":40},"Abwicklung, Analyse und Optimierung über die gesamte Laufzeit ",{"type":67,"content":1262},[1263],{"type":35,"attrs":1264,"content":1265},{"textAlign":32},[1266],{"text":1267,"type":40},"Schulungen und Beratung, damit Dein Team POS-Marketing selbst besser macht ",{"type":35,"attrs":1269,"content":1270},{"textAlign":32},[1271],{"text":1272,"type":40},"Mit über 30 Jahren Erfahrung und mehr als 50 Köpfen wissen wir ziemlich genau, wo wir wann welche POS-Aktion umsetzen müssen, damit sie Deine Zielgruppe erreicht. Mehr über unsere Arbeit als POS-Agentur erfährst Du auf unserer Leistungsseite. ",{"_uid":1274,"content":1275,"anchor_id":18,"component":119,"spacing_top":18,"spacing_bottom":465},"5e638256-12e3-49f9-82d4-305a5d932e3f",[1276,1286,1296,1314,1324,1334,1347,1365,1375,1393,1406,1424,1437,1447,1457,1467,1477,1487],{"_uid":1277,"text":1278,"seo_tag":41,"component":42,"style_tag":41},"84a58ba3-aed7-4da0-9dc7-ae5f8c996541",{"type":30,"attrs":1279,"content":1280},{"backgroundColor":32},[1281],{"type":35,"attrs":1282,"content":1283},{"textAlign":32},[1284],{"text":1285,"type":40},"FAQ: Die häufigsten Fragen zum POS-Marketing",{"_uid":1287,"text":1288,"styling":35,"component":103},"9e3dc9f7-f0ba-4eef-b4da-f0b6555668a4",{"type":30,"attrs":1289,"content":1290},{"backgroundColor":32},[1291],{"type":35,"attrs":1292,"content":1293},{"textAlign":32},[1294],{"text":1295,"type":40},"Die Fragen stammen aus den „Ähnliche Fragen“-Boxen der Google-Suche zu POS-Marketing. Antworten jeweils vollständig und ohne Rückbezug – so sind sie einzeln zitierfähig. ",{"_uid":1297,"text":1298,"seo_tag":151,"component":42,"style_tag":151},"f36efc38-7721-4512-aa8e-4802c9fa4edd",{"type":30,"attrs":1299,"content":1300},{"backgroundColor":32},[1301],{"type":35,"attrs":1302,"content":1303},{"textAlign":32},[1304,1310],{"text":1305,"type":40,"marks":1306},"Was ist POS-Marketing?",[1307,1309],{"type":164,"attrs":1308},{"color":217},{"type":193},{"text":630,"type":40,"marks":1311},[1312],{"type":164,"attrs":1313},{"color":217},{"_uid":1315,"text":1316,"styling":35,"component":103},"c2592979-2bec-4cd4-b754-908cb71219fa",{"type":30,"attrs":1317,"content":1318},{"backgroundColor":32},[1319],{"type":35,"attrs":1320,"content":1321},{"textAlign":32},[1322],{"text":1323,"type":40},"POS-Marketing umfasst alle Marketingmaßnahmen, die direkt am Ort des Verkaufs wirken – im stationären Handel ebenso wie im Onlineshop. Ziel ist es, im Moment der Kaufentscheidung Aufmerksamkeit zu erzeugen, Impulskäufe auszulösen und den Abverkauf messbar zu steigern. Typische Instrumente sind Zweitplatzierungen, Displays, Promotions, Sampling und Retail-Media. ",{"_uid":1325,"text":1326,"seo_tag":151,"component":42,"style_tag":151},"b777d62b-010d-4914-9606-281590af5ac9",{"type":30,"attrs":1327,"content":1328},{"backgroundColor":32},[1329],{"type":35,"attrs":1330,"content":1331},{"textAlign":32},[1332],{"text":1333,"type":40},"Was bedeutet POS im Verkauf? ",{"_uid":1335,"text":1336,"styling":35,"component":103},"a50bd25c-4026-4717-a573-086edef55154",{"type":30,"attrs":1337,"content":1338},{"backgroundColor":32},[1339],{"type":35,"attrs":1340,"content":1341},{"textAlign":32},[1342],{"text":1343,"type":40,"marks":1344},"POS steht für Point-of-Sale, also den Verkaufsort. Gemeint ist der Ort, an dem der Shopper auf das Produkt trifft und die Kaufentscheidung fällt: das Regal, die Zweitplatzierung, der Kassenbereich – und im E-Commerce die Produktseite im Onlineshop. Im Handel wird POS gelegentlich auch für das Kassensystem selbst verwendet. ",[1345],{"type":164,"attrs":1346},{"color":217},{"_uid":1348,"text":1349,"seo_tag":151,"component":42,"style_tag":151},"da67e494-7a5e-4ecd-9fec-cf300e34182d",{"type":30,"attrs":1350,"content":1351},{"backgroundColor":32},[1352],{"type":35,"attrs":1353,"content":1354},{"textAlign":32},[1355,1361],{"text":1356,"type":40,"marks":1357},"Was gehört alles zum POS?",[1358,1360],{"type":164,"attrs":1359},{"color":217},{"type":193},{"text":630,"type":40,"marks":1362},[1363],{"type":164,"attrs":1364},{"color":217},{"_uid":1366,"text":1367,"styling":35,"component":103},"33da74c5-3ce7-4fe4-8ca4-b501e10a31cb",{"type":30,"attrs":1368,"content":1369},{"backgroundColor":32},[1370],{"type":35,"attrs":1371,"content":1372},{"textAlign":32},[1373],{"text":1374,"type":40},"Zum POS gehören alle Flächen und Medien, die der Shopper am Verkaufsort wahrnimmt: Stammplatzierung im Regal, Zweitplatzierungen, Displays und Aufsteller, Aktionspackungen, Regalstopper und Deckenhänger, Bodengrafiken, digitale Screens und Instore-Radio, Verkostungsstände sowie der Kassenbereich. Im digitalen Handel zählen Produktdetailseite, Suchplatzierung und Retail-Media-Anzeigen dazu. ",{"_uid":1376,"text":1377,"seo_tag":151,"component":42,"style_tag":151},"fa5734fa-eef8-4fcd-b440-6a9d36e4ba92",{"type":30,"attrs":1378,"content":1379},{"backgroundColor":32},[1380],{"type":35,"attrs":1381,"content":1382},{"textAlign":32},[1383,1389],{"text":1384,"type":40,"marks":1385},"Welche Beispiele gibt es für POS-Marketing?",[1386,1388],{"type":164,"attrs":1387},{"color":217},{"type":193},{"text":630,"type":40,"marks":1390},[1391],{"type":164,"attrs":1392},{"color":217},{"_uid":1394,"text":1395,"styling":35,"component":103},"f43a71e8-3470-425f-9c07-1cc21443b73c",{"type":30,"attrs":1396,"content":1397},{"backgroundColor":32},[1398],{"type":35,"attrs":1399,"content":1400},{"textAlign":32},[1401],{"text":1402,"type":40,"marks":1403},"Typische Beispiele sind eine Zweitplatzierung außerhalb der Stammkategorie, ein saisonales Aktionsdisplay, eine Verkostung im Supermarkt, eine On-Pack-Promotion mit Gewinnspielcode, eine Cashback-Aktion, ein digitaler Screen am Kühlregal oder eine Retail-Media-Anzeige im Onlineshop des Händlers. Entscheidend ist nicht die Maßnahme allein, sondern dass alle Elemente dieselbe Botschaft tragen. ",[1404],{"type":164,"attrs":1405},{"color":217},{"_uid":1407,"text":1408,"seo_tag":151,"component":42,"style_tag":151},"a4c6112b-79a7-4c98-8167-7c6e8dcdc96a",{"type":30,"attrs":1409,"content":1410},{"backgroundColor":32},[1411],{"type":35,"attrs":1412,"content":1413},{"textAlign":32},[1414,1420],{"text":1415,"type":40,"marks":1416},"Welche verkaufsfördernden Maßnahmen gibt es?",[1417,1419],{"type":164,"attrs":1418},{"color":217},{"type":193},{"text":630,"type":40,"marks":1421},[1422],{"type":164,"attrs":1423},{"color":217},{"_uid":1425,"text":1426,"styling":35,"component":103},"1769c9d5-d9e2-48cf-aa3f-b25f58eab1e1",{"type":30,"attrs":1427,"content":1428},{"backgroundColor":32},[1429],{"type":35,"attrs":1430,"content":1431},{"textAlign":32},[1432],{"text":1433,"type":40,"marks":1434},"Verkaufsförderung lässt sich in vier Gruppen einteilen: konsumentengerichtete Maßnahmen (Rabatte, Gewinnspiele, Sampling, Cashback), handelsgerichtete Maßnahmen (Listungsanreize, Aktionskonditionen, Sales-Unterlagen), außendienstgerichtete Maßnahmen (Verkaufsargumentation, Incentives) und flächenbezogene Maßnahmen am POS (Zweitplatzierung, Display, Instore-Medien). ",[1435],{"type":164,"attrs":1436},{"color":217},{"_uid":1438,"text":1439,"seo_tag":151,"component":42,"style_tag":151},"c57516e2-9303-426e-abba-d971d8b08c5d",{"type":30,"attrs":1440,"content":1441},{"backgroundColor":32},[1442],{"type":35,"attrs":1443,"content":1444},{"textAlign":32},[1445],{"text":1446,"type":40},"Welche POS-Strategien sind aktuell relevant? ",{"_uid":1448,"text":1449,"styling":35,"component":103},"59b40b1a-500f-41b0-bb33-db78bc997f48",{"type":30,"attrs":1450,"content":1451},{"backgroundColor":32},[1452],{"type":35,"attrs":1453,"content":1454},{"textAlign":32},[1455],{"text":1456,"type":40},"Prägend sind derzeit vier Entwicklungen: Retail-Media als schnell wachsender Kanal im Handelsumfeld, Digitalisierung der Fläche durch Screens und interaktive Elemente, datenbasierte Aussteuerung auf Basis von First-Party-Daten des Handels sowie die Verzahnung von Social- und Influencer-Kommunikation mit der Aktivierung am Regal. ",{"_uid":1458,"text":1459,"seo_tag":151,"component":42,"style_tag":151},"815589c7-5674-4376-8bee-76d58c95d65b",{"type":30,"attrs":1460,"content":1461},{"backgroundColor":32},[1462],{"type":35,"attrs":1463,"content":1464},{"textAlign":32},[1465],{"text":1466,"type":40},"Was kostet POS-Marketing? ",{"_uid":1468,"text":1469,"styling":35,"component":103},"0654d6bc-3692-4bfa-9d66-1f251048e803",{"type":30,"attrs":1470,"content":1471},{"backgroundColor":32},[1472],{"type":35,"attrs":1473,"content":1474},{"textAlign":32},[1475],{"text":1476,"type":40},"Eine pauschale Antwort gibt es nicht – die Spanne reicht von wenigen tausend Euro für eine regionale Displayaktion bis in den sechsstelligen Bereich für eine bundesweite Kampagne über mehrere Handelspartner. Die wichtigsten Kostentreiber sind Anzahl und Format der belegten Märkte, Materialart und Produktionsmenge, Laufzeit, Logistik und Aufbau vor Ort sowie der Umfang der Erfolgsmessung. Eine belastbare Kalkulation entsteht deshalb immer aus Ziel, Reichweite und Handelspartner – nicht aus einer Preisliste. ",{"_uid":1478,"text":1479,"seo_tag":634,"component":42,"style_tag":634},"129713cf-5ebe-4efd-9d03-4866af6432f6",{"type":30,"attrs":1480,"content":1481},{"backgroundColor":32},[1482],{"type":35,"attrs":1483,"content":1484},{"textAlign":32},[1485],{"text":1486,"type":40},"Welche Agentur ist die richtige für mein POS-Marketing? ",{"_uid":1488,"text":1489,"styling":35,"component":103},"da7724b9-b605-4a72-b53f-f25e9bd5a374",{"type":30,"attrs":1490,"content":1491},{"backgroundColor":32},[1492],{"type":35,"attrs":1493,"content":1494},{"textAlign":32},[1495],{"text":1496,"type":40},"Die richtige Agentur bringt drei Dinge mit: Erfahrung in Deiner Warengruppe, echten Zugang zu Handel und Handelslogistik sowie die Fähigkeit, Wirkung zu messen statt nur Material zu produzieren. Frag im Pitch konkret nach Cases aus Deiner Kategorie, nach der Umsetzungsquote im Markt und danach, wie der Erfolg gemessen wird. REINBOLDROST arbeitet seit über 30 Jahren genau an diesen Fragen. ",{"_uid":1498,"content":1499,"anchor_id":18,"component":119,"spacing_top":18,"spacing_bottom":18},"3c7bf7b0-8169-45b4-ad2b-e7e691fc4ee5",[1500,1510],{"_uid":1501,"text":1502,"seo_tag":41,"component":42,"style_tag":41},"91c57a42-2ff6-4887-ac49-d5c9a379cf26",{"type":30,"attrs":1503,"content":1504},{"backgroundColor":32},[1505],{"type":35,"attrs":1506,"content":1507},{"textAlign":32},[1508],{"text":1509,"type":40},"Über den Autor",{"_uid":1511,"text":1512,"styling":35,"component":103},"724ffacd-0318-4045-81cd-870954ee95b7",{"type":30,"attrs":1513,"content":1514},{"backgroundColor":32},[1515],{"type":35,"attrs":1516,"content":1517},{"textAlign":32},[1518],{"text":1519,"type":40},"Andreas Rost ist seit 2008 Managing Partner von REINBOLDROST – der führenden Agentur für Holistic-Shopper-Marketing in Deutschland. Mit mehr als 30 Jahren Erfahrung begleitet er gemeinsam mit seinem rund 60-köpfigen Team Marken wie Ferrero, Lorenz und Rügenwalder entlang der Shopper-Journey. Von Brand-Development und Influencer-Marketing über Trade- und POS-Marketing bis Shopper-Activation. Von Strategie über Kreation bis Umsetzung. ","white",{"_uid":1522,"blocks":1523,"animated":120,"alignment":1553,"component":122,"spacing_top":1554,"spacing_bottom":1554,"background_color":124,"centered_on_mobile":120},"2ed1a017-02b9-4f87-8068-da02531df326",[1524],{"_uid":1525,"content":1526,"anchor_id":18,"component":119,"spacing_top":18,"spacing_bottom":18},"a7182843-8b31-43e5-822c-7826ff402bc6",[1527,1537,1547],{"_uid":1528,"text":1529,"seo_tag":41,"component":42,"style_tag":41},"d067ceea-b970-46e6-803a-03c7cb8a06ca",{"type":30,"attrs":1530,"content":1531},{"backgroundColor":32},[1532],{"type":35,"attrs":1533,"content":1534},{"textAlign":32},[1535],{"text":1536,"type":40},"Sprechen wir über Dein Regal",{"_uid":1538,"text":1539,"styling":35,"component":103},"96cbaa8f-8dba-48f5-9004-fd6be65015ea",{"type":30,"attrs":1540,"content":1541},{"backgroundColor":32},[1542],{"type":35,"attrs":1543,"content":1544},{"textAlign":32},[1545],{"text":1546,"type":40},"Du hast eine Kategorie, ein Ziel und einen Handelspartner – und willst wissen, was am POS daraus wird? Dann lass uns reden. Am besten gleich jetzt. ",{"_uid":1548,"icon":106,"link":1549,"text":1552,"component":117,"variation":118},"262b5ba0-41d0-48b8-a60a-a7163fcd9f78",{"id":18,"url":1550,"email":1550,"linktype":1551,"fieldtype":110,"cached_url":1550},"hello@reinboldrost.de","email","Kontaktiere uns","center","xxl",[1556],{"_uid":1557,"text":1558,"assets":1559,"component":1567},"eb80dccd-2e2f-40ba-8880-b875a375861c","\nPOS-Marketing",[1560],{"id":1561,"alt":1562,"name":18,"focus":18,"title":18,"source":1563,"filename":1564,"copyright":1205,"fieldtype":1206,"meta_data":1565},231320092876129,"Mann mit Cap prüft im Elektronikmarkt ein Gerät, im Hintergrund Kabel und Steckdosen im Regal","KI","https://a.storyblok.com/f/290977035499331/6963x3921/d0ebacc1d6/header_seo_ki_pos-marketing.png",{"alt":1562,"size":1566,"title":18,"source":1563,"copyright":1205},"6963x3921","Hero",{},"Page","{\n  \"@context\": \"https://schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"WebPage\",\n      \"@id\": \"https://www.reinboldrost.de/pos-marketing#webpage\",\n      \"url\": \"https://www.reinboldrost.de/pos-marketing\",\n      \"name\": \"POS-Marketing: So wirst Du zum Star im Store\",\n      \"description\": \"Effektives POS-Marketing mit REINBOLDROST: Steigere Deine Abverkäufe & begeistere am Point-of-Sale. Mehr erfahren!\",\n      \"inLanguage\": \"de-DE\",\n      \"publisher\": {\n        \"@id\": \"https://www.reinboldrost.de/#organization\"\n      },\n      \"about\": {\n        \"@id\": \"https://www.reinboldrost.de/pos-marketing#service\"\n      }\n    },\n    {\n      \"@type\": \"Organization\",\n      \"@id\": \"https://www.reinboldrost.de/#organization\",\n      \"name\": \"REINBOLDROST GmbH & Co. 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