When a brand reaches a certain scale domestically, it often sets its sights on global markets. However, launching point-of-sale (PoS) campaigns in new regions can get complex. First, you need to understand how each region works, the materials available, local regulations and supply chain and payment logistics. When you hit dozens or hundreds of markets, there’s the added challenge of ensuring continuity and optimizing performance across campaigns. 

Read also: Exploring Global Markets: Countries and Industries Offering Opportunities for Business Abroad

Where will you find the resources needed to build your in-store displays? How will you get each of them where they need to go and determine their actual placement? What tax and payment processes should you expect? The following tips are for emerging brands looking to expand in new lands – and how to set yourself up for PoS success. 

You need a strong chain

Brands need to maintain consistency when it comes to global PoS expansions. Campaigns must look and feel the same, reinforcing messaging and reputation. For instance, a brand promoting itself as sustainable provides a good hook for image-building and attracting audiences. Yet, failing to use sustainable materials in a given PoS deployment could cause severe backlash.

A strong supply chain is the anchor of successful PoS campaigns, but not all markets have similar access to materials, nor are the costs the same. If high-quality recycled polyester is needed for in-store displays, local production might be scarce and import duties steep. In this case, working with a local supplier may unearth sustainable materials options and facilitate bulk imports to lower costs. Critical to this are strict quality control measures and clear guidelines to ensure buyers properly conduct material sourcing and production.

It cannot be stressed enough that brands know their supply chain inside and out and can verify materials to be used in PoS campaigns. Local factory visits can provide tremendous insight into material usage and its availability. With this knowledge, you can then begin to set agreements with production partners regarding material quality, specs and standards that will raise brand consistency. 

An infrastructure to stand on

It’s one thing to have the right materials, but it’s all for naught if you can’t move them across a region to specific locations. Remote markets in large geographic areas, such as parts of India or Australia, can be particularly difficult.

It’s all about transportation and timelines, and that means studying local infrastructure. 

What are your transportation options? What routes make the most sense? How will you fulfill the critical last mile? These are questions you need to answer. Further, let’s say you’re moving large-format PoS displays throughout a region with limited road infrastructure or transportation alternatives. Partnering with a local logistics pro could produce air or sea freight options for larger shipments. And a good partner will already have existing networks in place to get materials where they need to go, exactly when they’re needed. 

Local perspectives

All the time, effort and money behind a PoS campaign can be wasted if displays appear in store locations that will never be seen by the desired audience. You don’t want to be in the corner of a store, overwhelmed by competitors. Nor do you want a presence at a store address that sees little foot traffic or is in an unappealing neighborhood. 

Market information from sources like retail partners may help you make decisions from afar, but not nearly to the degree of boots on the ground conducting local intelligence. While visiting a location is essential, finding a partner who is there at all times, understands the nuances of the market and can report back is critical. This produces savings over time while ensuring your PoS campaign is literally best-positioned for success. 

Such a partner understands the regulations to be met and the processes to conduct for launching PoS campaigns. Each market has its own rules overseeing in-door displays, outdoor advertisements and promotions. Non-compliance can result in fines, legal problems and disruptions to long-planned campaigns. 

It’s imperative to set aside sufficient time in order to get to the bottom of local laws and iron out compliance with legal experts. That, or you can save yourself a lot of aggravation by finding a partner versed on what’s needed and able to respond quickly to change.

Find a money guide

When you venture across borders, you’re bound to encounter different import tax and payment regulations. Some countries may want you to create a local subsidiary as part of doing business there. Do otherwise and you could face steep import taxes when running your PoS campaigns. 

That said, look into a local customs broker to guide you through the import process and defray expenses. You might be surprised to learn some materials could be created locally, negating import duties. Know that local currency may be required for payments, so you’ll want a global payment provider or local bank account to do so. This means thoroughly understanding terms to ensure they’re favorable to your operations. 

Exploring new markets

New markets offer new potential – but they also can consume nearly an entire PoS budget and waste investments when not approached correctly. By considering the above tips, understanding market nuances and adapting accordingly, you’ll have a better ability to explore new markets and carry out successful PoS campaigns. 

Just remember, success requires due diligence, planning, and total understanding of a given market, which is best achieved via local partners and intelligence.