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Introduction
Great in-store campaigns start with great execution—and that means delivering the right assets to the right locations. For brands with multiple regions, formats or store types, a generic approach just doesn’t work.
To get the most out of POP in marketing, kits need to be tailored to the local experience. From store layout to regional promotions, customization ensures your display kits not only arrive on time but actually perform once they hit the floor.
One-Size-Fits-All Doesn’t Work at the Store Level
Local Stores Need the Right Tools—Not Just the Same Tools
Not every store has the same footprint, customer base or campaign calendar. Sending the exact same POP kit to every location leads to mismatches—either materials don’t fit the space, or they’re irrelevant to what’s being promoted.
What this looks like:
- Oversized signage sent to small-format stores
- Seasonal messaging that doesn’t apply regionally
- Missing SKUs or promotional offers for certain markets
- Store teams wasting time sorting through materials they don’t need
Instead of supporting store execution, these one-size kits slow it down and water down your campaign impact.
How to Tailor Kits Based on Regional Campaigns or Store Layouts
Think Store-First, Then Scale
To get POP right, you need to start with what each location actually needs. Customizing kits doesn’t have to be complicated—it just needs structure.
Ways to tailor effectively:
- Align kits with regional promotions or product availability
- Build by store tier, format or square footage
- Include visual merchandising guides based on layout types
- Create variable kit components that can be toggled on/off by region
With the right planning, your team can still scale—without defaulting to a one-size-fits-all approach.
GearBox® Tools That Make POP Kit Distribution Easier
From Kit Assembly to Tracking, All in One Place
GearBox® by IRIS Strategic Marketing Support (IRIS) is built to simplify marketing logistics—especially for multi-location campaigns that include physical materials. It gives teams the tools to plan, customize and distribute POP kits without the usual complexity.
With GearBox®, marketing and operations teams can:
- Build kit versions based on store tier, region or format
- Automate packaging and shipping through integrated vendor workflows
- Track delivery status and confirm receipt by location
- Store display guides and setup instructions for easy access
It’s a smarter way to deliver POP in marketing—keeping your brand consistent while meeting each store where they are.
Real-World Example: How Ply Gem Improved POP Kit Execution
Ply Gem, a leading building products manufacturer, faced challenges coordinating merchandising and marketing materials across a vast dealer network. Their existing kit distribution process was manual, inconsistent and time-consuming—causing delays and uneven execution at the local level.
How GearBox® helped:
- Centralized marketing procurement and fulfillment
- Standardized kit assembly with flexibility to accommodate dealer-specific needs
- Improved delivery tracking and real-time visibility across all locations
- Enabled more consistent in-store execution without overloading teams
With GearBox®, Ply Gem improved POP efficiency across its network—ensuring brand consistency and better campaign performance.
Read the Full Ply Gem Case Study
Schedule a Demo with GearBox®
Stop sending the same kit to every location and expecting great results. GearBox® by IRIS helps you build smarter, more customized POP strategies—without adding more work.
Schedule your free demo today to see how IRIS helps you elevate the in-store experience with POP kits that actually fit.
