DAGO displays received two nominations for the SHOP! France Awards 2023
In this year's prestigious SHOP! France Awards (previously POPAI Awards Paris) we have two champions. There were nominated the Sensodyne Nourish shop-in-shop in the Health and Pharmaceuticals Category (cardboard POS) and the Christmas pallet display of Pilsner Urquell...
Radegast attracts by bitterness as well as light and sound effects. The new activation will hit the human senses
Already since January customers can see Radegast beer's new activations produced by Dago in cooperation with Plzeňský Prazdroj. For the production of a set of POS materials, several innovative elements were used so that the beer brand originating from Nošovice...
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.
Christmas Summary: How did Dago cope with Christmas POSs?
Before Christmas, traders always have to work hard to replenish the displayed goods. The shopping spree attracts consumers to visit permanent stores where they buy gifts for their loved ones. But how to stand out in crowded sales areas and reach the largest possible...
Celebrate Christmas with a unique Pilsner Urquell activation
Festive dress, potato salad, fried carp and something good to drink. This is what a classic Christmas Eve dinner looks like in many Czech households. Premium beer is an essential part of Christmas, just like Christmas sweets. This is also why the Pilsner Urquell brand...
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...
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.
Martin Vorel
CEO of DAGO
This edited article was published in the Tovar&Predaj magazine