Marvel heroes call for competition in Coca-Cola’s in-store campaign
The collaboration between two iconic brands like Coca-Cola and Marvel calls for something special.
You can’t miss the iconic Pringles chips on the new shelves
Pringles chips are known not only for their perfect hyperbolic paraboloid shape, but also for their irresistible taste.
Dago carried off two gold prizes from the POPAI Awards
On Thursday, November 24th, the festive announcement of the results of the POPAI Awards took place, just like every year.
Semtex’s shop-in-shop promotes the new Kofola campaign and impresses with its virtual reality
The energy drink brand Semtex comes together with the communication agency Dago with new shop-in-shops customers can see in selected Albert hypermarkets.
A new winter edition that will give you wings: Red Bull with apple and fig flavours
Red Bull is back with a new seasonal edition of its energy drinks.
Autumn in Albert stores: Pilsner Urquell once again bets on the history and tradition
The producer of the popular Czech beer – Plzeňský Prazdroj - has joined forces with the communication agency Dago. Their joint work resulted in displays in the form of the Jubilee Pilsen Gate and customers could see them in the sales areas of Albert supermarkets and...
We won gold at POPAI AWARDS PARIS
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.
A retail campaign from the company Mars draws attention to helping disadvantaged children
Orbit chewing gum brand from Mars has prepared a campaign called “Work & Study”, which, in conjunction with SOS Children’s Villages. The communication agency Dago helped it to enter the retail market.
Use the sales power of seasonal POS – emotions are on the alert, sales support and brand building in action
It’s no surprise that Christmas, Valentine’s Day, Easter, and other holiday seasons are specific and strong sales seasons for many products.
The Dago agency took care of the unmissable entry of Natura into the Slovak market
To launch Natura brand spring waters to the Slovak market, the Coca-Cola HBC company decided to use the sales area of the Tesco chain. The company Dago took care of promotion.
The actual trends in the P.O.P./P.O.S branch: Efficiency, Modern Technologies and Interactivity
The P.O.P./P.O.S branch has developed in many ways over the previous few years. Clients focus on strategic and clearly defined goals, so there is needed a comprehensive approach that uses the most modern technologies. For us, it means maximizing the effectiveness and potential of P.O.P. tools, all in the correct context.
The most popular means include especially floor and rack means as well as promotions. Nowadays, there is greater interest in interactive and lighting means, whose sophistication and quality increases thanks to the modern technologies and materials. Even “simple” displays can include up to ten types of technologies. Of course, this puts great demands on manufacturers and their technological equipment not only in the sphere of investments, but also in terms of know-how. At the same time, it is necessary to remember the basic rules. P.O.P./P.O.S. means must be as clear, simple and understandable as possible. Further, they must be visible, standing on an exposed spot and integrated into the correct context. In fact, then a simple principle helps. Promotional materials at the point-of-sales must be set up to be understandable for customers within three seconds, visible from four sides and must communicate in five words maximum.
Progress in materials, processes and technologies
Times are changing and for production, there are being used more often materials that support savings and also design advancement of products while maintaining proper functionality and appearance. Among other things, they also reflect the environmental trends of the economical sustainability, for example displacement of the traditional PVC. Even in the case of standard P.O.P. elements, there has been placed an emphasis on detail processing, where, on the contrary, materials providing the necessary impression get some room, but often it is more about a good idea. At the same time, the pressure on the print quality increased which develops along with the development of printing technologies. While screen process printing had been used in the sphere of P.O.P. until recently, today this technology has been mostly replaced by digital printing with increasingly high resolution quality. In the case of lighting elements, fluorescent lamps have been almost completely replaced by LEDs over the last two years.
The current customers require a comprehensive approach
Nowadays, we increasingly register the term “Omnichannel Shopper”, a modern customer using mobile devices or internet for shopping. In the context of the obvious potential, an increasing number of marketing initiatives focus on connecting three key components: in-store, digital and experience communications. In other words, multiple channels (Multichannel, Omnichannel, Crosschannel) need to be fully and meaningfully used to acquire and establish a long-term relationship with customers. We can see this trend in more and more frequent use of multimedia applications in in-store P.O.P. realizations. Interaction with customers is desirable as to our experience and even quite affordable in today´s modern technologies era. This is why it is increasingly important to offer a comprehensive approach, such as Complex In-Store Solution, which helps to increase the effectiveness of P.O.P. communication campaigns.
CEO of DAGO
This edited article was published in the Tovar&Predaj magazine