The summer relaxed atmosphere should certainly include barbecuing and refreshing beverages cannot be missing. That is how we could sum up the main idea of the campaign “Barbecuing with Coca-Cola”, for which we produced a shop-in-shop with a table and a garden grill.
In Hamleys, the Prague toy store, an entertaining world Hamíkov, where parents can spend their leisure time with their children, was built in cooperation with the company Nutricia. We have created an interactive display for it with the offer of Hami baby food.
The producer of confectionery, chewing-gums and pet food Mars recently introduced a campaign for Orbit and Airwaves chewing-gums called “Arrive fresh in a new car!”. Our one-palette display informed of the contest and attracted attention in Tesco and Globus stores especially thanks to a car model with interactive elements.
The famous Captain Morgana sailing ship we made for the company Stock Plzeň-Božkov, won an award of the international association Shop! at the Global Awards competition. From the final ceremonial, which took place in Chicago, USA, we brought home an award for the best marketing in-store project in the strong category of alcoholic and tobacco products.
We won totally five medal positions at the Thursday´s finals of the world competition POPAI Euro Awards, in which the best projects from the sphere of in-store advertisement compete with each other. We won with all five March nominations.
How to draw attention of customers to the fact that they will find the non-alcoholic Birell refreshment for hot summer days also in the departments of beers, non-alcoholic and alcoholic beverages in their supermarket? For this purpose, the brand has been using a new end cap, we have produced, since the beginning of May.
Big black puck, two hockey sticks on the sides and enthusiastic funs in the background – these are the most noticeable elements of the end cap we made for Coca-Cola.
Production in the P.O.S. segment is very complex and many subjects cooperate within it. For a long time already we have wondered how to manage our individual projects more effectively – from the production itself to the product placement in stores.
We have produced a new display to promote Fernet Stock liqueur for the company Stock, the leading producer of spirits. Stock uses the display since the end of March in Makro stores and its main goal is to introduce new modern design bottle.
From the nomination night of POPAI Awards, we go to finals with 5 nominations, which is the same number as the last year. The big finals will take place in June and there will be 270 projects in 44 categories contesting to win.
Fascination by technologies has faded and the authenticity “leads the dance” now
From our visit at the Trade Fair Globalshop, it was clear that the digital technologies adoration cooled down.
The Trade Fair Globalshop, which moved back to Chicago this year, radiated noticeably less enthusiasm from digital technologies, artificial intelligence and virtual reality compared to the previous two years. Their presentation was negligible similarly as at the parallel Trade Fair MPV in Paris. In the retail communication, on the other hand, there has dominated a calm authenticity and an essential effort for the best possible customer experience based on a quality in-store design.
While going through one of the two world´s largest in-store communication shows, visitors could not overlook the effort of its organizers to provide multisensory experience worthy the presented in-store solutions. Within the exhibition hall, there were spread pleasant fragrances changing along the path and surprising all the time; and the aisles among the expositions were “lined up” with high carpets with a pleasant touch.
We were attracted especially by expositions with original realizations for the HORECA segment, for which our market is desperately lacking.
Also P.O.P. media with original details got attention, for example a rope decorating a top card of a display, metal bars creating edges of shelves of a cardboard display or a quasi-3D effect print. A hologram system on a practical simple stand, for example for application into a P.O.P. display was also interesting.
Traditionally, we could see that the American market can sustain also highly specialized companies. There were exhibiting for example specialists in magnets, locks, locking mechanisms or wheels usable for P.O.P. media.
Like at the Paris Trade Fair Marketing Point de Vente (MPV), also in Chicago, there was placed emphasis on interactive education, for example through the training visual merchandising principles. In Paris, it was for example couching of in-store communication strategies, suggestions and realizations.
Asian suppliers were exhibiting in USA to a much greater extent than in Paris. However, the level of their assortment was, as usual, very low or even poor compared to European manufacturers. Only their proactivity and ability to communicate in English improved. Their numerous representation proves the intense effort of the “Shop! Global” Association to attract new members from Asia and interconnect them with the North American market.
Shop! OMA Awards
Part of the Trade Fair was also an all-American national competition “Shop! OMA Awards”, within which the world´s best P.O.P. projects competed in one place. Also this year, these projects have demonstrated the ability of their creators to progress in their creativity, originality and WOW effect.
While in Paris, there excelled mostly realizations from the cosmetics and beauty categories, in Chicago, the most attractive and, at the same time, the most dominant expositions were from the FMCG categories, especially alcoholic beverages, food and electro. For example, the combination of a cardboard temporary solution of a display with applied digital/sensory movement technology was unconventional.
The trend of the competition was also a shift towards natural materials and their imitations or use of 3D applications and enlargements.
This year, we were not surprised by traditional harmonic P.O.P. compositions of the packaging, product and P.O.P. media and their combinations created interesting scenography
Customer experience in the Chicago concept
When visiting Chicago stores, it was impossible not to notice the “ubiquitous obsession for positive customer experience”. It is not exception that directly at the entrance to the store, customers are being welcomed by its “manager” asking them to evaluate their purchase when they leave the store. If an error occurs, for example, if a customer waits longer for his/her order, he/she is literally forced to take a compensation, for example in the form of a dessert or coupon for the next purchase.
Among the visited stores, we were most interested by the supermarket Whole Foods Market near Michigan Avenue, which connects the retail space with a stylich café where customers can consume also excellent ready to eat products purchased here. In the store itself, fragrances of handmade soaps blends pleasantly with freshly ground coffee. You can choose from many pick & mix islands.
Pleasant staff is not only smiling but also helps to put your purchased goods into bags. Everything looks honest, clear and well-arranged, both at the individual level and as a whole. The WFM store can communicate and please customer´s senses without distracting or detaining him/her inappropriately. This is certainly an example of very good in-store concept, in which you don´t perceive time and look forward to your next visit.
Daniel Jesenský a Martin Vorel