Baden-Baden, March 2026. The industry's leading trade fair EuroShop in Düsseldorf, which has just come to an end, has shown: POS media in brick-and-mortar stores are among the most important building blocks for successful retail marketing in order to significantly and actively stimulate sales. Many companies are realizing this right now and are rethinking their approach – because more than 99% of all marketing budgets currently flow into digital online channels, despite the overall increase in investment in retail media.

However, most actual purchases continue to take place offline in brick-and-mortar stores. “This is a clear imbalance that wastes important potential and leaves future-relevant strategic opportunities untapped,” says Werner Vogt, Managing Director of Permaplay Media Solutions. “The successful, contemporary POS is a performance-measurable media channel and no longer just an ordinary sales area. Brands should now optimize their complex campaigns in real time via media such as Permaplay Media Solutions in order to measure relevance directly at the POS shelf.”