“Simple solutions are no longer sufficient. When manufacturing in-store communication media, shopper-centric approaches and knowledge needs to be effectively utilized, in order to maximize the purchase potential.”
The aim of the CIS system, is to create project that are not only aesthetically and technologically sound, but mainly for their design to be based on knowing the theories about shopper behaviour when encountering the POP communication on the shop floor, and also the research results. So, in partnership with the client, we bring the research-based results to the shop floor, where we utilize them to raise the efficiency of in-store communication campaigns. From the very beginning, the process of designing the solution of individual POP projects, includes our knowledge of shopper behaviour, based on research and theoretical models (DAGO know-how + client-supplied info + recommended research form the Ipsos agency), the overall goal of which is to produce effective campaigns with maximum impact potential on shopping traffic.

The DAGO CIS approach, is moving our POP projects closer to the specific end-customer, and is an opportunity for us to create – together with our clients – a product communication at the point of purchase, which makes people feel great, thanks to the atmosphere that is created between them and the shopping environment. We create such an environment, from which people walk away satisfied, thanks to their experiences and good product purchases. Environment, in which they do not waste time by searching, environment in which they feel inspired and enriched. Satisfied customers then happily return and are glad to spend their money. We wish to bring happy shopping experiences to people, to then create a long-term connections and by fair means enhance business results of our clients.

In our design proposals, we take into account the rules of shopping behaviour and decision-making, by utilizing the EIEP method (Exposure, Interruption, Engagement, Purchase). This model utilizes rules of functionality principles, for instance in these areas:

  • Rules for outlook:
    (Attribute examples: Dominance, contrast, comprehensibility, Frazer’s rule, shopping impulses and USP, work with colour scheme, eye-level, phenomena of semblance etc.)
  • Rules for positioning and layout of merchandise:
    (Attribute examples: CDT, product’s main role, visibility, merchandising, Gompertz’s model and others)
  • Location rules within the sales environment:
    (Attribute examples: relevance and the “shopping mood”, blind spots etc.)

When drafting a solution within the CIS model, we start from the base premise of the data supplied by the customer, publicly available researches and our theoretical and practical know-how of shopping behaviour and decision-making. When needed, we suggest carrying out other specific researches. From the listed resources, we create inputs which we directly implement into the current projects in the development stage and then again at their deployment. This way, we are able to take the complex approach to solving our client’s projects, from the point of view of shopper marketing, with particular focus on communication media at the point of purchase. Included in the CIS concept, is a all-encompassing system of practical lectures focused on in-store communication.

The DAGO CIS system also includes a special tool called Retail Safari.

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