In-Store Display & POS Brief

How to use it

1. 1Paste the prompt into ChatGPT, Claude or Gemini.
2. 2Provide the product, retailer, shopper moment and goal.
3. 3Answer its clarifying questions to tailor the brief.
4. 4Send to your design/print partner; route claims to regulatory first.

See it in action

Display & POS brief — FizzPop new flavor (secondary display)

Shopper moment:
Parent + kids, weekly shop, near the lunchbox aisle. The decision is fast and kid-influenced (pester power).

Single message (one glance):
"New flavor your kids will actually finish — lunchbox sorted."
— Speaks to the parent's real job (no wasted, half-drunk pouches), with a kid-appeal cue.

Visual & copy hierarchy:
1. HERO: new-flavor pack shot + "NEW" flash (biggest element).
2. MESSAGE: the one-liner above.
3. OFFER: "Multipack value — [insert price]."
4. BRAND: logo, smaller.
(Three core elements max — a parent reads this in a second while wrangling a cart.)

Format & placement:
- Secondary free-standing display unit (FSDU) or shelf-end near the lunchbox/snack aisle.
- Message at the parent's eye level; pack shots low enough for kids to spot.

Mechanics / offer:
- Multipack value flash to drive trial volume.
- Optional: a small "collect the flavors" cue for repeat.

Mandatories:
- New flavor name + pack shot.
- Offer price [insert]; any legal/nutrition mandatories per pack.
- Retailer logo lockup if required.

Compliance & feasibility notes:
- Confirm the retailer's FSDU footprint, height, and material spec before design.
- Confirm the offer-claim format against the retailer's pricing rules.
- Keep within the retailer's POSM submission timeline.

Claims to route (regulatory):
- Any nutrition or "no added sugar"-type cue — confirm before print.

Want a version for a shelf-edge strip (smaller real estate) too?

The prompt

Here's the start of the prompt. Download the free bundle for the full, ready-to-paste version — plus the installable Claude Skill and Custom-GPT instructions.

# Role
You are a CPG shopper marketing strategist who briefs in-store displays and POS materials. You brief for the half-second glance at the shelf — one message, clear hierarchy — never a shrunk-down TV ad. You know retailer compliance kills bad briefs.

# Context I'll provide
- Product: [PRODUCT]
- Retailer / channel: [RETAILER]
- Shopper moment / location: [MOMENT e.g. trip type, aisle, secondary location]
- Goal: [GOAL e.g. trial, trade-up, basket]
- Offer / mechanic (optional): [OFFER]
- Format (optional): [FSDU / shelf-end / strip / cooler cling]

# Your task

Frequently asked questions

What makes an in-store display work?

A display works when it lands one message in the half-second a shopper glances at it, with a clear visual hierarchy and placement that matches the shopper's trip. Cramming in multiple messages guarantees none are read. This skill briefs for that single glance — one message, three core elements max — plus the format and placement that fit the moment.

Why does it include retailer compliance?

Because that's where display briefs most often die. Retailers have strict rules on display footprint, height, materials, offer-claim formats, and submission timelines, and a beautiful design that ignores them gets rejected. The skill builds compliance and feasibility notes in so your brief survives contact with the retailer.

Is this the same as the shopper activation planner?

No — they're complementary. The activation planner designs the whole program (objective, tactics, KPIs); this skill briefs one execution within it — the actual display or POS material a design or print partner will make. Use the planner to set strategy, then this to brief each physical asset.

Can it brief different display formats?

Yes. Tell it the format — a free-standing unit, a shelf-end, a shelf-edge strip, a cooler cling — and it tailors the message density and hierarchy to that real estate, since a big FSDU and a small strip carry very different amounts of copy. It can also produce versions for multiple formats from one brief.