The prestigious European competition POPAI Awards Paris knows its winners. The winning projects, selected by an expert jury, were announced on September 15th in Paris.

Albert guides customers through the world of wines

Wine ranks among the most popular alcoholic beverages of Czechs. In the Albert stores, they are therefore expanding the assortment of the private brand Sommelier collection and presenting it to customers in a new display.


Emotional ties are crucial to excel in oversaturated retail environment. We offer you 10 tips how your points-of-sale can work better for the benefit of you and your customers.

1. Create well-arranged sections
Provide eyes of your customers with central orientation points and ensure clear vertical and horizontal layout, help them with orientation. Use graphical elements to attract attention. Realize that more and more customers look down rather than up, especially those who hold their smart phones while shopping.

2. Reminding a need increases sales
End caps and secondary placements offering more brands and reminding some occasions or events, for which customers might need them, work. Stimulate feelings related to consumption.

The closer the shopper approaches to the moment of consumption, the better.

3. Create adventures based on experiences
Implement novelties through challenges for testing or communicate using P.O.P. media as others do it that way. Evoke positive emotional experiences by showing families and friends enjoying time spent together consuming good stuff at points-of-sale. When you show pleasure of products other people have, you activate mirror neurons of customers causing that they will have a strong desire for such product. Communicate how it improves life and ensures that customers feel better. Then it is crucial to identify emotional triggers of your target group in connection with your products.

4. Two work better than just one
Showing two people on a P.O.P. communication is always better than showing just one, especially for women who are socially more connected. Ensure that people are the centre of your P.O.P. media.

5. Women are different than men
Also keep in mind that men and women have a different view of the world. What causes a great impression upon women, men can perceive negatively and vice versa. For example, the idea of a woman cooking Christmas dinner or decorating Christmas tree may be stressful for women as they imagine the effort they would have to make, while men may perceive it pleasant or neutral. But the idea of a family decorating the Christmas tree together is positive for both, men as well as women.

6. Communicate simple and clear messages
Shoppers have no time to read. Which three words they should remember after seeing your P.O.P. communication? Where possible, use pictures or symbols instead of words to increase the possibility that they process your message. But also remember that the more time shoppers spent meaningfully looking at your P.O.P. communication and products, the more likely they buy it. It will also help you to follow the Frazier 3-4-5 rule which says that the communication at-retail should be understandable for customers within three seconds, visible from four directions and should communicate through five word or elements maximum.

7. Stay well-arranged
Allow the product to be always visible and do not create any barriers between the product and customers, for example by complicated P.O.P. media. Simple and open physical reach is crucial to interact with a product. Emphasize the reason to buy it now and here as briefly and clearly as possible.

8. Colour selection is important
Customers look longer at yellow, orange and red items and these colours will encourage the impulse shopping. Cold colours, as green, might be comforting and associated with health. The influence of colours depends on harmony with the content of the message. Also the conformity is crucial with familiar colours of concrete products and brands. It is also important to ensure visual contrast with other items exposed within the immediate vicinity.

9. Stand out from the crowd
Within the tangle of communication and products, it is essential to stand out. Use of P.O.P. media with rounded edges, unique shape or iconic branding helps to attract attention of shoppers. A novelty is a great way to attract attention. As well as communication that brings people back to their childhood with “rosier” memories compared to the perception of their current lives.

10. Use technologies
Activate the senses of shoppers using sounds, aromas and motion. Invite them with their children for mutual interaction using buttons and selection from menu options, extend their possibilities outside the point-of-sales using an Omnichannel strategy. Work with data on behalf of maximum relevance and customer satisfaction.

Daniel Jesenský
DAGO, s.r.o.

Respond to daniel.jesensky@dago.cz

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