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.
Fanta drinks are betting on Halloween
Although Halloween is not a typical Czech holiday, it is still a great opportunity for marketers to establish contact with customers in a way they cannot otherwise afford. There are no limits to imagination, and smartly thought-out and amusing POSs can significantly...
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.
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.
Euroshop 2017 through the eyes of DAGO team
More than 2,300 exhibitors from 61 countries participated at the event. We also sent our representatives to Düsseldorf. They were from various departments and teams and each of them offered an assessment of the Trade Fair from the perspective of his/her own specialization.
Creative and technological explosion
Designers really liked expositions of particular companies. These were made perfect in all aspects: design, materials and ideas. “The stands were generous and it is obvious that the companies did not hesitate to invest a lot into their presentations,” said Milan Marek, the Designer of DAGO. A great deal of inspiration was based on the comparison of combinations of materials, shapes and production and technological capabilities with what DAGO is doing. Also technological innovations attracted attention as for example lighting, 3D printing or displays such as flexible LCDs by LG and so on. Often, however, these were in the form of details being beat by the emphasis on visibility of a stand where these were placed.
Purchases that draw in
People from the sphere of production were observing an approach to stone stores. The dominant topics were digitalization and interactivity in retail, Omni channel customized solutions and experience from shopping in a store. Anna Bůžková from the company DAGO confirmed the necessity to put emphasis on experience. “Nowadays, there are more investments into stone stores mainly for the reason of competition from on-line suppliers. So retailers are therefore forced to attract customers using more and more attractive means,” she explained. Regarding presentations in retail, there took attention “smart robots” capable to communicate with customers and to respond to stimuli by humans. As to POS materials, the most premium expositions were the ones made of high-gloss laminate. Also the display of the Jack Daniel´s brand made of the combination of wood and metal was very attractive. Its base consisted of a wooden barrel with a metal frame coming out of it with hooks for fastening bottles of this well-known whiskey. The most common material for P.O.S. solutions was cardboard. For such exposures, exhibitors adhered mainly to the rule – “beauty in simplicity”. But there were also some very over-combined exposures where it was not possible to determine their meaning. Another attractive thing was the use of rotary motors, which rotated with a part of a display or a product itself. A big part of the Trade Fair represented LED technologies as there is put more and more emphasis on the visual merchandising as well as on two main aspects of these exposures – energy saving and sustainability.
Digitalization as well as natural materials
The third group visiting the Trade Fair for DAGO were traders. They appreciated great design of stands, which had to be built up in only 2 days, and they saw the obvious main line directing to digitalization and interactivity. There was a full range of holograms, 3D projections, large screens, semi-transparent screens, projectors responsive to movement, touch LCD screens and much more. An extreme example is the already mentioned walking robot with spatial perception and touch LCD screen encouraging interaction. There was also a virtual reality allowing for example to ride on a bicycle outdoors before buying it. All this should attract customers and hold them as long as possible. As an essential element of communication with customers, there was introduced light. It is an important element that could create a central element of interest from a common product. “Although light in shelves is being commonly used, with semi-transparent plastics in different colours it facilitates orientation of a customer and takes up the realization to a completely different level,” explained Tomáš Žáček, the Trader from DAGO. Also the use of natural materials is in. Such materials give a feeling of freshness and greenness. That is why for example the presentation of fruit looks better in wooden box then in plastic one. In many presentations, there was used wood also in the rough form of prisms and blocks.
The whole EuroShop was large and full of inspirations. If a visitor would like to see and assess all expositions instead of selecting preferred sections, 4 exhibition days would certainly not be enough. Everyone who is serious about producing and designing P.O.S. and P.O.P. materials should participate. The journey to Düsseldorf takes only a few hours on German highways and inspirations from the Trade Fair worth it. So maybe see you at the next Euroshop in 2020.
Your DAGO team
Read another reportage focused on concrete technologies and approaches written by Daniel Jesensky