What is a PLV?

In-store advertising — known in French as PLV — is an essential element of modern marketing, aiming to capture the consumer's attention directly at the point of sale. But what exactly is PLV, and how can it influence purchasing behavior?

Definition of PLV

PLV covers all the advertising materials used at the point of sale to promote a product, a brand or a specific offer. It includes a variety of tools such as posters, displays, digital screens and interactive kiosks, all designed to capture customer attention and encourage a purchase.

The different types of PLV

• Classic posters: used indoors or outdoors, they promote products or special offers.
• Digital screens: placed in shopping-mall aisles, on shelves or near checkouts, they show attractive video content.
• Cart advertising: advertising messages placed on supermarket carts to capture attention as soon as the customer enters the store.
• Shelf stoppers: small panels perpendicular to the shelves that flag a promotion or a new product.
• Checkout dividers: advertising supports placed between customers' purchases on the checkout belt.
• Entrance gantries: structures positioned at store entrances, often used for specific campaigns.
• Cardboard displays: placed on the floor or on a counter, they highlight specific products.
• Permanent furniture: durable displays integrated into the store design to showcase products on a continuous basis.
• In-store announcements: messages broadcast over a chain's in-store radio to inform customers about promotions or events.
• Interactive kiosks: devices that let customers obtain extra information or place orders.
• Leaflets: printed documents distributed in-store to provide detailed information about products or offers.
• Window stickers: stickers applied to shop windows to attract the attention of passers-by.

The goals of PLV

• Attract attention: stand out in a competitive environment by catching the customer's eye.
• Inform: provide relevant information about the product, its benefits and its features.
• Drive purchases: trigger impulse buying by foregrounding promotions or new products.
• Reinforce brand awareness: build a coherent and memorable visual identity.

Concrete examples of successful PLV

• Attractive displays: well-designed displays that highlight the product and make it easy to access.
• Interactive screens: kiosks that let customers get extra information or personalise their purchase.
• Sensory atmosphere: use of specific scents or background music to create a shopping-friendly atmosphere.

How to set up effective PLV

• Know your audience: tailor the supports and the messages to the profile of the customers you target.
• Choose the right locations: position the PLV in high-traffic areas or close to the relevant products.
• Ensure visual consistency: keep the PLV in harmony with the brand identity.
• Measure performance: evaluate the impact of PLV on sales and adjust the strategy accordingly.

Conclusion

PLV is a powerful tool for brands that want to optimise their presence at the point of sale. By combining creativity, technology and an understanding of the consumer, it can transform the shopping experience and strengthen the customer relationship.

To learn how Euromon PLV can support you in designing and rolling out innovative PLV solutions, get in touch with us.

FAQs

• 011. What exactly is PLV?

  PLV — French for “Publicité sur Lieu de Vente” — is a set of marketing supports used directly in-store to promote products, brands or special offers. It aims to capture customer attention and influence their buying decision at the very moment they are ready to purchase.

• 022. What are the main types of PLV supports?

  The most common PLV supports include:

  • Displays: to showcase specific products.
  • Posters and banners: to communicate promotional messages.
  • Totems and kakemonos: vertical supports for high visibility.
  • Shelf stoppers: placed on shelves to flag a promotion.
  • Floor stickers: to guide customers towards particular products.
• 033. Why is PLV important for my business?

  PLV is essential to:

  • Capture customer attention in-store.
  • Stimulate impulse purchases.
  • Reinforce your brand awareness.
  • Inform and educate customers about your products.
• 044. How does PLV influence customer purchasing behavior?

  Through attractive visuals and clear messages, PLV captures the customer's attention and creates a sense of urgency or interest, which can prompt them to buy a product they hadn't originally planned to purchase.

• 055. Can PLV supports be customised?

  Yes — PLV supports can be fully customised to reflect your brand identity and align with your specific marketing campaigns.

• 066. Is PLV suitable for every type of business?

  Absolutely. PLV is adaptable and can be used in a wide range of retail environments — from small boutiques to large-format stores, specialised points of sale, and even events.

• 077. What are the financial benefits of PLV?

  PLV is generally cost-effective because it targets customers at the moment of purchase, offering an excellent return on investment by potentially boosting sales without requiring heavy advertising spend.

• 088. How do I measure the effectiveness of my PLV?

  PLV effectiveness can be measured by tracking the rise in sales of the promoted products, collecting customer feedback, and analysing in-store traffic and engagement with the PLV supports.