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Summary of our market study
The French POP market is valued at between 1.4 and 1.5 billion euros.
The point-of-sale (POS) sector, a segment of the broader outdoor advertising market, accounts for 6% of worldwide advertising expenditure. The pandemic led to a sharp drop in advertising spending.
The impact on the French market was particularly pronounced, with a decline of 20%.
Digital advertising was less affected.
With environmental concerns on the rise, eco-friendly point-of-sale solutions are gaining ground.
The offer is evolving towards digital interactivity and sustainability, under pressure from both the pandemic and changing consumer preferences.
Dynamics of the French point-of-sale (POS) advertising market
The French sector is supported by over 700 companies, employing between 15,000 and 25,000 people. Despite the considerable number of players, the market is highly concentrated, with just a few companies controlling a significant share of the market.
The "perfumery, hygiene and beauty products" segment continues to lead demand with around 30%. The "food" segment is showing growth, particularly in retail.
The rise of interactive kiosks, tactile totems and digital display screens marks a significant shift towards digital POS.
The search for eco-responsible solutions has led to increased demand for materials such as cardboard, replacing non-recyclable materials.
Players in the point-of-sale advertising market
Traditional POP specialists:
- HL Display is recognized for its traditional POP solutions
- CPI Global stands out for its global reach and comprehensive portfolio of POS options.
- RC Concept is known for its creative flair in creating customized POP solutions
- Euro PLV stands out for its extensive experience in producing a wide range of promotional displays.
Innovators in digital POP:
- Decaux: a global player
- POS Broker crosses the digital frontier in point-of-sale advertising
- Activ'Screen harnesses the power of digital engagement at the point of sale
Cardboard manufacturers :
- Saica Pack
- Rossman
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Summary and extracts
1 Market overview
1.1 Presentation and definition of the market
The market for point-of-sale advertising (POS) covers all the advertising techniques and materials used by manufacturers or distributors to promote brands at the point of sale and towards the customer. For example, posters, flyers or exhibition stands are often used.
The issues related to point-of-sale advertising are multiple attract the attention of potential customers, involve the consumer in the brand (many POS methods nowadays propose to create an interaction between the product offered and the potential consumer) and finally succeed in selling the product . It is a matter of promoting a product to the consumer by highlighting it. POP is particularly important in that the customer decides on his purchase at the last moment, i.e. in the store, in 55% of cases . In addition, POS is very important in supermarkets and other large stores because in this type of store, a product must attract the consumer in less than eight seconds.
POP advertising uses a multitude of techniques and tools. Advertisers use visual effects as well as atmospheric effects and sound effects. Thus, the effectiveness of POP is based on its ability to attract the attention of the consumer, involve him and finally be able to sell him a product directly. Despite the development of e-commerce, POP still plays an important role in reaching the customer directly
However, the health crisis and the various restrictions that followed slowed down the activity of the POP sector. Indeed, with the closure of stores and the development of new distribution channels over the period (click
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the POS (point of sale) advertising market | France
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