“Are POSM materials still relevant in the era of digital advertising?” This question appears increasingly often in industry discussions. Despite the dynamic growth of investments in online advertising, which reached almost PLN 5.3 billion in 2023, an increase of 8.6% compared to the previous year, physical promotional materials at points of sale (POSM) still play a key role in many companies’ marketing strategies.
Effective POSM logistics management is becoming a challenge in the face of growing competition and changing trends, such as automation of logistics processes and sustainable development. We talked to Hubert Podlaski, Business Unit Director POSM at Fulfilio, about how to meet these requirements and what innovations Fulfilio introduces.
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What unique solutions does Fulfilio offer in POSM logistics? Can you tell us about the modern warehouse technologies and management systems we use?
One of our most significant advantages is the IT system for POSM materials management. This tailor-made tool supports every stage of the POSM materials flow—from production through storage to distribution to sales points. The system offers a reporting module that enables detailed analysis of data such as goods rotation, storage time, and shipment history. Thanks to this, our clients have full control over their materials, which allows for faster operation, cost reduction, and error elimination.
One feature that our Clients particularly appreciate is the ability to identify duplicate delivery addresses. Thanks to this, the system automatically suggests sending several orders in one shipment, reducing costs and improving the entire logistics process.
What are the most significant benefits of outsourcing POSM logistics services for our clients? Why have companies decided to cooperate with us regarding POSM logistics?
Outsourcing POSM logistics to Fulfilio brings our Clients several benefits beyond standard logistics services. First of all, we build trust through reliability and flexibility. For years, we have been working with demanding clients who value us for our ability to respond quickly to their needs—regardless of whether it is a sudden project or an urgent delivery. Our priority is for each POSM campaign to be completed on time and error-free.
Our experience is supported by specialists who help Clients at every stage. We advise on the production of materials and provide recommendations regarding their packaging and distribution. This approach minimizes the risk of logistic errors and improves the entire process.
Accessibility is our ability to offer a budget, which makes our services accessible to large corporations and smaller businesses alike. Companies just starting to cooperate with us are often guided by the opinion about us on the market – we are a mark of quality, competitive prices, and retail.
It is also worth emphasizing that our leading position in the POSM industry is reflected in the trust of large brands. Working with us gives our clients confidence that their promotional materials are handled by the best in the field.
How does Fulfilio support customers in delivering their POSM on time and to the right places? Can you provide examples of how our services increase the effectiveness of POSM campaigns?
Fulfilio offers customers comprehensive logistics support that ensures timely and precise delivery of POSM materials to the right places. Our ability to plan the entire logistics process, even when the client’s data is limited, plays a key role.
At the initial stage of cooperation, the client informs us about the campaign’s details, such as the number of materials, target points, and planned dates. Based on this information, our team supports the planning process by recommending how to pack materials optimally, what quantities to produce, and how to plan shipments to minimize costs and reduce errors. This approach reduces the number of complaints and mistakes while increasing logistic efficiency.
Our activities are based on:
- Precision and timeliness: we deliver materials according to the schedule, regardless of the scale of the campaign.
- Cost optimization: Thanks to the advanced POSM management system, we minimize unnecessary expenses, such as by combining shipments to the same locations.
- Flexibility and consulting: we help clients plan activities, which avoids delays and increases the effectiveness of campaigns.
What market advantages does Fulfilio have in the Polish and international POSM logistics market? Why do customers choose us to handle POSM materials?
Fulfilio stands out on the market thanks to its unique combination of technology and experience. Our POSM materials management system is one of the most advanced tools in the industry. It allows you to monitor, analyze, and control the condition of goods at every stage—from storage to delivery. This gives customers full control over their materials and allows them to make more informed decisions.
Our additional advantage is an experienced team of logisticians and warehouse specialists who ensure professional service and efficient task execution. This combination of technology and expert knowledge makes Fulfilio a leader in the Polish and international markets, and customers are willing to choose us as their partner in POSM logistics.
What trends in POSM logistics do you observe on the market, and how does Fulfilio respond to them? How do we adapt our services to changing customer needs?
We observe that customers are increasingly minimizing distribution costs by placing fewer orders with more materials. This trend requires precise planning and logistic optimization. Fulfilio responds to these changes by adapting its services. Our POSM management system allows you to plan shipments as efficiently as possible, which allows customers to save on transport costs.
What are our customers’ biggest challenges, and how does Fulfilio help overcome them?
Many of our clients come to us after experiences with previous operators who did not meet basic requirements, such as efficient shipment organization or returns management. Fulfilio stands out in that the fundamental processes – inventory, storage, picking, and distribution – are performed not only correctly but at the highest level.
Our priority is to adapt to customer needs and complete tasks promptly and reliably, regardless of budget challenges. Customers can count on full control over their POSM materials and support from our team in optimally planning logistics processes. Attention to detail and effectiveness of implementation are what help us help our clients overcome challenges and achieve success.
Does Fulfilio offer support in planning and implementing POSM campaigns? How do you advise clients to make their campaigns effective?
Fulfilio actively supports clients in planning and implementing POSM campaigns, providing advice at every stage. We help optimize the packaging of materials to avoid additional costs associated with non-standard shipments – even a slight oversize may significantly increase transport costs. Our experience and precise approach minimize the risk of errors, which translates into the effectiveness and profitability of the campaign.
Can you give an example of a successful project thanks to our POSM logistics services? What elements proved crucial for the success of this implementation?
One of the most successful projects we implemented was cooperation with Grupa Żywiec in 2015. Initially, the client struggled with high logistical inefficiency – POSM materials were scattered in 17 warehouses, occupied 11,000 pallet spaces, and orders were placed via e-mails sent by the headquarters and sales representatives. This process generated high costs and significantly extended the implementation time.
Our task was to take over the full logistics of POSM. We imported the goods to one central Fulfilio warehouse and disposed of outdated materials, in consultation with the client. Then, we implemented the POSM management system, which enabled full control over orders, inventory, and reporting.
The effects were significant: the number of pallet spaces was reduced from 11,000 to 5,000, and the order fulfillment time was shortened from a week to just 48 hours. The following turned out to be crucial to the success of the project:
- Centralized logistics and consolidated goods in a single warehouse.
- Utilization of outdated materials has allowed us to optimize storage space.
- Implementing an advanced POSM management system automates processes and enhances operational efficiency significantly.
Thanks to this cooperation, Grupa Żywiec not only reduced logistics costs but also increased the speed and precision of the implementation of its POSM campaigns. This is a perfect example of how our services can have a tangible impact on customer success.
What future changes do you foresee in POSM logistics, and what steps is Fulfilio taking to be a leader in this field?
The future of POSM logistics is a topic that causes much speculation. Will physical promotional materials at points of sale continue to be a key element of marketing campaigns, or will they be replaced by more modern technologies such as holograms or digital screens? The truth is that while the market is evolving, physical POSM still has its place – customers still budget for it, and traditional forms of consumer communication remain effective in many industries.
From our perspective, the changes will be evolutionary rather than revolutionary. We are already observing a trend of reducing the number of orders while increasing their volume, which allows us to optimize distribution costs. In response to these needs, Fulfilio constantly develops its systems, improves warehousing and picking processes, and invests in logistics consulting, allowing clients to plan campaigns better.
Will POSM disappear completely? Probably not—physical materials still play an important role in building the customer experience at the point of sale. We, calmly looking to the future, focus on providing our clients with the best possible solutions, regardless of how much the market will change. After all, our strength is flexibility and readiness to adapt to new realities.
