Each year, Perception Research Services (PRS) pretests several hundred new packaging systems prior to their introduction in the market. Although we’ve long emphasized the shelf context, we’ve recently been encouraging clients to think more holistically about the shopper and store as they develop new packaging. We now begin many projects with in-store studies to observe shoppers’ path-to-purchase and their engagement with point-of-sale (POS) materials, including displays, in-aisle signage and shelf talkers. In this article, we’ll share insights for ensuring that packaging and POS efforts work together to facilitate shopping and drive purchase.