Effective Product Placement

• The display should be positioned at strategic locations in the store, such as high-traffic areas where customers frequently pass.
• Products should be presented in a way that makes them easily visible and accessible, increasing the likelihood of impulse purchases.

Visual Merchandising

• Using aesthetic and visually attractive displays is key to capturing the attention of customers.
• The display should be clean, organized, and the products should be placed at eye level, which is considered the “golden zone” for retail displays.
• A luxurious look can be achieved using premium materials, lighting, and space around the displayed products to convey a sense of exclusivity.

Interactive Elements and Customer Engagement

• Customers appreciate the opportunity to try products before purchasing. The article recommends including testers, sample packages, or even interactive displays that offer a more experiential shopping experience.
• This approach builds customer trust in the product and enhances brand loyalty.

Creative Design and Branding

• The display should align with the brand’s identity to reinforce its image and values.
• Using colors, textures, and graphic elements that match the brand’s character helps create a consistent impression.

Space Optimization

• The article suggests using available space efficiently by combining practical layout with aesthetic elements. A well-designed display attracts attention without appearing overcrowded.

Flexibility and Seasonal Adaptation

• Emphasis is placed on adapting displays to seasonal trends and promotions, helping maintain customer engagement throughout the year.

In conclusion, the article highlights that a combination of creative design, thoughtful placement, and customer engagement can significantly improve the appeal of displays and increase sales. You can read the full version of the article here.

Source of the photo: here

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Following last year’s highly successful campaign, which introduced shoppers to the fusion of iconic brands, the striking red displays are returning once again to store floors. For fans of the Marvel world—of which there are 31.6 million in Europe alone, specifically from Generation Z and younger adults—Coca-Cola has prepared a limited edition of bottles and cans. With it, they can enjoy their favorite drink along with digital experiences in the world of Marvel heroes. Captain America, Ms. Marvel, Doctor Strange, Wolverine, Loki, and others now appear on the packaging of Coca-Cola and Coca-Cola Zero.

At the point of sale, Dago implemented various types of POP media that invite consumers not only to purchase the product but also to enter a competition. In it, superhero fans can win a truly epic experience—a trip to the Marvel Avengers Campus in Disneyland Paris. The contest, called Build Your Universe, involves scanning and collecting characters from the mentioned limited edition using a special app. Marvel brand enthusiasts can also win original merchandise, which celebrates the collaboration in the typical color scheme of both brands.

“Our shop-in-shop executions last year received clearly positive feedback in stores. It’s not easy to not only follow up but especially to exceed expectations. We’re very pleased that our designs won the client’s tender, and that we could once again deliver an amazing shopping experience in stores,” says Jakub Petráš, Senior Project Manager at Dago.

It all started in selected Albert hypermarkets with the installation of cardboard shop-in-shops. The key element of the display is the unmistakable superheroes, but additional features include the option to watch the original “The Heroes” commercial on an LCD screen or to choose a favorite drink, even in a chilled version. A solo counter with a QR code for entering the aforementioned competition, which runs until November 1, is also included. For the Tesco chain, a creative double-pallet display was created, which stands out for its compactness and sufficient product supply—guarded by Captain America.

“Our latest limited edition with Marvel builds on the long-term collaboration between both brands and brings fans unique experiences, with their heroes stepping out from Coca-Cola packaging through AR,” explains Mária Drotárová, Senior Marketing Manager at Coca-Cola, in a press release. She adds that the campaign is gradually launching worldwide. With this collaboration, the brand aims to highlight the fact that Coca-Cola beverages and Marvel films are a perfect match in every way.

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The answers to these questions are provided in the report “Spend Z” from NielsenIQ and World Data Lab, which states that Generation Z’s spending is expected to surpass that of the baby boomer generation by 2030, and by 2034, this young generation will spend more than $9 trillion globally.

“Generation Z is here and ready to spend. Companies must understand how to adapt and target them. Understanding what makes this generation different is key to unlocking the growth opportunity worth more than $12 trillion,” says Tracey Massey, COO of NielsenIQ.

Key Insights

Generation Z demands authenticity – Members of Generation Z are more interested in authentic relationships with influencers and brands. “Being yourself” is the highest-rated description of success for this generation worldwide.

Unprecedented store visits: Their in-store shopping accounts for nearly 50% of their share of sales, which is higher than any previous generation, even though Generation Z starts their shopping journey online and considers online reviews from other shoppers as one of the most important factors when shopping. They are heavily influenced by social media.

Global purchasing power: Generation Z is set to become the highest-spending consumer class in many regions and by 2030 will make up 30% of the global workforce. North America, Europe, and Asia-Pacific will continue to dominate most spending, with Asia-Pacific becoming increasingly important.

Health and wellness are important… to a degree: Overall, they are health-conscious and mindful of sustainability. The most dynamic growth in demand among Generation Z consumers is in health-related categories, as well as in alcohol/beverages.

• It is expected that 81% of TikTok’s revenue in the USA will come from health and beauty, showing its significant influence.
• More than 50% of Generation Z uses a fitness or similar app, and 17% use a fitness tracker to monitor health information.

Technology accelerating behavior:

• Online reviews from other shoppers are essential when shopping, with 53% of Generation Z likely to shop on social media.
• When shopping in a physical store, 26% of Generation Z uses their phone to help make decisions. In comparison, 23% of Generation Y, 18% of Generation X, and 12% of baby boomers do the same.

“Generation Z is the largest, most numerous, wealthiest, and most global generation in history,” said Wolfgang Fengler, CEO of World Data Lab. “Companies must realize that Generation Z consists of 2 billion people, and meeting their needs is a necessity.”

Source of the text.

Source of the illustrative photo: Shopassociation.org, PeopleImages/iStock.com

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“It goes without saying that for such demanding projects we involve multiple graphic designers. We wanted to offer a truly authentic solution—not just a simple application of the key visual on a pallet display. In our output for the client, we primarily aimed to impress shoppers with creativity and the emotions that the realization evokes in them. The entire set of POP media is ultimately the result of the work of three of our top designers,” says Jakub Petráš, Senior Project Manager, who led this extensive project with his team.

Like on Ice

The so-called hero realization is a permanent shop-in-shop, designed to reflect the interior of a hockey arena. The ice rink, boards, and especially the typical rounded shape of the rink boundaries cannot be overlooked. This type of display offers considerable capacity for product stock, including those chilled in a fridge. The shop-in-shop also boasts another typical stadium feature—a hanging LED cube under the roof. Ours plays Coca-Cola commercials. Observant shoppers will surely also notice the red “goal” beacons.

Photo Corner and Consumer Contest

Other types of permanent POS displays from the set also incorporate these elements in different variations, whether it’s a four-pallet or pallet display. A common element is the key visual featuring three Czech national hockey team players and an invitation to join the consumer contest. Any shopper can become one of the hockey players, even if just for a moment, by using the prepared photo corner in selected stores. Also worth mentioning is a smaller stand shaped like a hockey goal. The lighting of its back section—the frame and net—and shelves perfectly complements the overall graphic design and maintains the project’s consistent communication theme.

Cardboard POS Media for the Slovak Market Too

In addition to permanent displays, we also prepared cardboard POS materials, with a focus on easy assembly and durability during handling. In chains like Albert, Tesco, Kaufland, or Billa, Coca-Cola HBC Czech Republic portfolio products await their fans in three different stand sizes, pallet displays, and shop-in-shops. These non-permanent sales materials can also be found on the Slovak market.

“Success for us isn’t just winning the tender and completing the job. It’s primarily the positive feedback from stores and consumer satisfaction, as well as the client’s happiness. We knew we were facing an incredibly large workload and a tough commitment to deliver the expected result. I’d like to thank all my colleagues, because it was only thanks to their immense dedication and teamwork that we were able to make it all happen. We can be proud of it, just as Czech fans are proud of their players on the ice,” concludes Jakub Petráš.

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DAGO worked with the message of the Kinley campaign, which reminds customers that it’s important to think about themselves too, and to reward themselves after a demanding workday—perhaps with a mixed drink at a bar with friends.

The brand itself underwent a significant transformation last year, with a new visual identity and taste. Moreover, this step further strengthened its position as the Czech market leader in carbonated beverages for adults. Additionally, Coca-Cola HBC reached an agreement to acquire Brown-Forman Finland Oy, the owner of the Finlandia brand. This transaction created a unique opportunity for Coca-Cola HBC to become a leading 24/7 beverage partner.

The mentioned non-alcoholic and alcoholic portfolio provided an opportunity to present their suitable combination for mixed drinks directly on the sales floor. The dominant interactive stand is the main feature of the impressive shop-in-shop. The elegant bar nook offers everything you need as a guest—comfortable bar stools, a table with a drink menu, and a wide range of alcoholic and non-alcoholic beverages that pair very well together.

Undoubtedly, the key element of the display is the touch screen with a programmed web microsite. It offers recipe selection right on the stand, and also guides the customer to the product’s location within the display. The overall execution of the shop-in-shop is the result of a demanding project that boasts an interesting technological solution, a combination of high-quality permanent materials, and detailed workmanship. Corner LCD screens complement the cohesiveness of the technological setup and highlight proven drinks and combinations.

Customers of Albert hypermarkets in Prague, Brno, Plzeň, Liberec, and Hradec Králové can enjoy the evening atmosphere.

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The striking shop-in-shop evokes a skiing atmosphere through the silhouette of a mountain. The implementation is unmistakable, of course thanks to the yellow color – typical for the brand – but also due to dominant elements in the form of a medal and an athlete. Hamé has long used the faces of our biathlon representatives in various campaigns.

“The goal of the display was to support awareness of the Hamé partnership and to increase sales of the entire pâté category,” says Barbora Hybnerová, Shopper and Customer Marketing Specialist at Orkla Foods Czech Republic and Slovakia. “The claim of the entire campaign ‘Take the Gold!’ – combined with the photo of the athlete – promotes the sporting spirit and encourages victory. At the same time, this double-meaning claim is meant to encourage consumers to take their own golden Májka,” she adds.

The structure of the display is made of corrugated cardboard and carton, with the ability to hold a large stock of products, which are easily accessible to shoppers from all sides. In addition to pâtés, it also presents fish spreads to consumers.

It also contains one bonus interactive element. “We also incorporated a game part into the creative solution – a puzzle with the image of a biathlete. This way, we offer consumers the opportunity to calmly choose the right snack, while children can play with the creative feature,” adds Marie Marcoňová, Senior Project Manager at DAGO.

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Support for Growth Will Require Extraordinary Creative Measures

Whether it’s dollar-driven purchases, cross-marketing partnerships, or other value propositions, 71% of top retailers say they will increase the number of promotional campaigns in 2024.

Seamless Retail Will Change the Definition of Shopping Enjoyment

Retailers and brands are currently enabling seamless shopping—anywhere, anytime, and anything—and reaching consumers with innovative tactics and breakthrough technologies.

Artificial Intelligence Will Enhance Retail Efficiency and Shopper Experiences

Generation Z particularly appreciates when retailers use AI to improve their shopping experience through personalized rewards/recommendations.

Shoppers Will Prefer What Is NOT in Their Products

The acceleration of the clean label trend in food in the USA prompted the passage of the Food Safety Law* in California in 2023, which will take effect in January 2027. (*This legislation prohibits the production, sale, or distribution of food containing four “potentially toxic chemical additives”—brominated vegetable oil, potassium bromate, propylparaben, or Red Dye 3.)

Retailers Will “Turn Up the Heat” to Attract Diners

In 2024, retailers, c-stores, and restaurants will compete for shoppers’ “stomachs,” further blurring the lines between foodservice and retail, as this also creates new growth opportunities for sales channels and meets changing customer demands.

Source of the text.

Source of illustrative photo: StockSnap – Pixabay.

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Traditional “Santa” Coca-Cola

Christmas is here, Christmas is here. Most of you probably remember this from the legendary TV commercials, where Coca-Cola was inseparably linked with the Christmas truck, Santa, and lights.

We reflected all of this for Coca-Cola HBC by incorporating it into the shop-in-shops, which we dressed in red. The main message was that the world needs more Santas – more people who are kind and do small good deeds. As part of the store displays, the brand communicated its contest “Show that you have Santa’s soul,” but also the connection of Christmas with festive dining at the Christmas Eve table.

Unforgettable Kofola

Here, people probably recall the timeless commercial with the little girl and the piglet. This was also included in the cardboard 3D display. The Christmas display this time showcased a limited edition – Kofola with a rum flavor, plus a contest with attractive prizes, including a trip around the world for two.

Festive STOCK Combo

For the Christmas activation for STOCK Plzeň – Božkov s.r.o., we installed several noticeable elements. The presented pair of brands did not clash; on the contrary, the customer had plenty to admire.

We decorated the Irish liqueur Baileys with sparkling and glowing sparklers, or with a canopy resembling a café, complete with a board offering recipes for homemade drinks. The Božkov Republika display was wrapped in a huge golden bow, which, combined with the gold foil and black forex structure, highlighted its elegance.

Snowy Gate of Plzeňský Prazdroj

For the Christmas display for Plzeňský Prazdroj, we combined the icons of the city of Plzeň with unique technology. The Pilsner Urquell shop-in-shop offered customers a unique sight and experience in the form of a snow-covered city. This display won a bronze award in the POPAI Awards competition.

You can read more about this unique display and its technological innovations in our latest article Snowy Christmas with Pilsner beer? The perfect combination.

Holiday Comfort with Royal Crown Cola

For Kofola ČeskoSlovensko, we created another festive display for the true southern Royal Crown Cola. The Christmas mini shop-in-shop hid more than just a gentleman by the roaring fire. The cozy atmosphere was enhanced with twinkling lights and a Christmas tree. In addition to the festive Christmas mood, the consumer contest was also communicated.

Captivating Pepsi Cola

Classic Christmas elements with attractive and well-crafted details. This could define the shop-in-shop for Pepsi Cola, commissioned by Mattoni 1873. The cohesive display is made up of two Christmas trees, which, thanks to technical solutions, allow customers to choose from cans or smaller or larger PET bottles. The upper part of the central “hero” space is snow-covered and adorned with a roof featuring real garlands and lights.

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Creating a Christmas POS medium for a client whose product is already intrinsically linked to the Christmas holidays is a great challenge and an honour at the same time. Pilsner Urquell belongs on the festive table as much as fried carp and potato salad (in the Czech Republic). That is why the display on the sales floor must above all bring shoppers joy and an extraordinary experience.

For the client, we realized a set containing a one-tray, a four-tray and, above all, an unmissable shop-in-shop. The whole concept is based on the design of the product Christmas multipack, which in traditional dark green represents real buildings from snowy Pilsen. This is where we set the festive realisation with the most dominant element of the Jubilee (brewery) Gate.

“The Christmas display uses iconic elements for Pilsner Urquell. At the same time, we wanted to take shoppers out of their stereotypes during shopping by moving snow inside the “snow technology”, which is the dominant element of the shop-in-shop,” says Jakub Suda, Junior Activation Manager (Plzeňský Prazdroj).

The functioning of the “snow technology” blower is based on the technology of an internal blower that accelerates the air flow. This then blows snow in the form of polystyrene balls. “Pilsner Urquell tries to bring the touch of Christmas directly to the sales area to underline the festive atmosphere, and at the same time to remind buyers. The festive season has a unique charm for consumers who see it as an opportunity to treat themselves and their loved ones to premium Pilsner Urquell products. For this reason, we want to show the premiumness of the product also on the actual display on the sales floor,” adds Zuzana Gajová, Activation Specialist (Plzeňský Prazdroj Slovensko).

Success in POPAI Awards 2023

With the Christmas shop-in-shop Pilsner Urquell we succeeded in the POPAI Awards 2023, where we won bronze in the category Other /prototypes, samples/.

“Plzeňský Prazdroj is one of those who raise the bar higher and higher with each successive display. Especially when it comes to their flagship brand Pilsner Urquell. The final form depends on the level of courage of the client and we are glad that we could be brave a lot here. It is a demonstration of unique technology that gave the Christmas display a kind of hallmark of visionary,” says Ľuboš Plačko, Project Manager at DAGO.

If client satisfaction and a good response on the sales floor is complemented by a podium finish in the prestigious and industry-wide POPAI Awards, then we are truly delighted! This year we have done well, across categories. We are delighted to have succeeded especially with projects for short-term campaigns, i.e. cardboard implementations, however we won for permanent POS, which was challenging in terms of the combination of materials and technological solutions. Come and take a look at the overview of the best projects we succeeded with.

Radegast with lighting effects

How did we dominate the category Light Communication, Orientation and Information Systems? The premium endcap for Radegast (Plzeňský Prazdroj a.s.) certainly impressed with its unique combination of visual and sound effects. To increase the effect of the light communication, we incorporated a unique top element, thanks to which customers can experience Radegast for themselves.

This is a lever that when pressed, the sound of thunder rings out and lightning flashes on the display. Equally striking is the massive 3D printed statue of the god Radegast. To fine-tune the overall atmosphere, the POS medium boasts real flowing water resembling a stream slowly finding its way between the stones. The visibility and communication towards the customer was supported by a light logo and a beer mug.

Original “Stará žitná myslivecká” and other medals for Radegast

In the Alcoholic Drinks, Tobacco category we took both 2nd and 3rd place! The imaginary silver was awarded to our shop-in-shop for Stará žitná myslivecká from the U Zeleného stromu distillery as part of the “Our World is Whisky” concept. We presented the types of this drink in shelves with round barrels, referring to the maturation of the spirit in oak barrels. To realise the display, we went the route of an elegantly clean presentation.

The project of Plzeňský Prazdroj a. s. Radegast voda přírodě in the form of a POS media set came third. The brand is projecting a theme it has been working on for a long time – sustainability and the fight for water. As you can see in the photo, we have included all of this in the entire production.

A trip to the Caribbean and Christmas Pilsen

In the category Other /prototypes, samples/ we succeeded significantly thanks to our very sophisticated POP solutions made of cardboard. Second place went to Ron de Azur rum from Stock Plzeň-Božkov s.r.o. We created a set of POS carriers, evoking a sea expedition, for the Panamanian rum with a clear visual combining the sea, a ship, a rudder and mythical underwater animals.

Bronze then jingled for Pilsner Urquell’s Christmas shop-in-shop. This particular beer is intrinsically linked to the Christmas holidays, which we materialized in the POS medium, where we focused on the experience. The whole concept is based on the design of the product Christmas multipack, which in traditional dark green represents real buildings from snowy Pilsen. This is where we set the festive realisation with the Jubilee (Brewery) Gate as the most dominant element. In addition, we developed a technology – the flowing air scatters snow in the form of polystyrene balls.

Playfully!

Within the award-winning soft drinks, the third place went to the shop-in-shop drink Jupik by the client Kofola a. s. with a very playful implementation. The shop-in-shop was enlivened not only with colourful fruit characters, a photo corner, but above all with a crawling tunnel that entertained the little ones and maybe even the bigger ones!

Awards also in the Health Care category

We also succeeded significantly in the Health Care category. Here, our Nutrilon 2-5 permanent stand in the form of a house with a cot came in second place. The display aims to create a safe and peaceful home for parents and their little ones. The third place belonged to a double-sided cardboard stand for the Sensodyne/Parodontax brand presentation. The shop in shop stood out in particular due to its atypical ladder-like display.Kromě toho byly při výrobě použity udržitelné materiály.