On-trade POSM: The Challenge of Aesthetics and Differentiated Objectives
In the On-trade marketing environment, POSM materials (MICA displays, signage, etc.) are not merely information carriers but an integral part of the spatial experience. However, rolling out POSM across thousands of outlets presents a critical challenge: meeting two fundamentally different standards—foodservice outlets, which prioritize speed and sales activation, and cafés, which emphasize customer experience and refined aesthetics.
CPM Vietnam’s Installation Expertise: Adapting to Each Environment
With extensive experience in large-scale deployments—including special installations at 12 Metro stations—CPM Vietnam has developed a highly specialized installation process tailored to these differences. This approach ensures maximum marketing effectiveness for MICA display programs across diverse On-trade environments.
Foodservice Outlets: Prioritizing Speed, Durability, and Sales Activation
In foodservice channels, the primary objective of MICA displays is to capture attention quickly and stimulate immediate purchase behavior.
Technical Requirements:
Installations must use materials resistant to humidity, high temperatures, and grease. Durability is critical to ensure MICA displays withstand frequent cleaning and harsh operating conditions.
Strategic Placement:
MICA displays are installed in high-traffic areas such as cashier counters, waiting zones, or main dining tables. CPM Vietnam’s teams focus on eye-level placement and ensure displays are not obstructed in busy, crowded environments.
Cafés: Prioritizing Aesthetics, Subtlety, and Spatial Experience
Cafés are spaces where customers spend time relaxing. MICA displays must seamlessly integrate with the interior design and overall atmosphere.
Technical Requirements:
CPM deploys technicians with interior design and electrical expertise to achieve premium aesthetics. Electrical wiring (for LED displays) is fully concealed, and post-installation cleanliness is treated as a top priority.
Strategic Placement:
MICA displays are positioned within seating areas, where lighting is optimal and the space is Instagrammable. Installations avoid glare or disruption to the café’s overall lighting composition and visual balance.
CPM’s Technological Advantage and Operational Management
These differentiated execution standards are managed effectively through CPM’s advanced technology platform and operational processes:
- Channel-Specific SOPs: CPM Vietnam maintains separate installation guidelines for each channel, clearly defining technical standards (height, materials) and on-site execution conduct for foodservice outlets and cafés.
- Objective-Based Quality Control: CPM’s mobile field management system enables supervisors to evaluate QC images based on channel-specific criteria—focusing on visibility and durability for foodservice outlets, and aesthetics and spatial harmony for cafés.
- Coverage and Speed Assurance: By leveraging specialized technical teams and optimized routing, CPM ensures consistent MICA display deployment across thousands of outlets nationwide.
CPM Vietnam’s ability to analyze and adapt MICA installation standards for foodservice outlets and cafés clearly demonstrates its professional expertise. This capability is a key factor enabling brands not only to achieve wide coverage, but also to generate deep, context-specific effectiveness, transforming POSM into a powerful business tool within each On-trade environment.