The development of POP is very closely linked to the packaging materials market. Any product packaging is the basic key to the creation of POSM, from which the final graphic design, the selection of materials for the production part, and the subsequent implementation at the point of sale are derived.
Many entities are involved in the production and installation of POS materials. It involves many people on the part of a manufacturer, client, and seller. The larger the project, the more likely it is that the realization will not go smoothly. So how can we ensure that the management of each project is more efficient and transparent?
Precautions to prevent further spread of coronavirus are slowly being released. Life seems to be returning to normal. But it is already clear that the economic consequences of the crisis we have experienced in recent weeks will be long-lasting and will affect most sectors. How will Covid-19 affect the future of the retail environment?
LCD screens connected to mobile devices, interactive floors and smart shelves were exhibited at the Euroshop Trade Fair in Düsseldorf.
The Czech Republic and Slovak Republic are incredible in the In-store marketing segment. We produce an enormous amount of carriers, we do many promotional activities and we have plenty of stores where people purchase and companies, similar to us, help to sell. But, is the sales effect also growing? Should we always focus only on sales revenue, or should we build a brand? How do we stand in comparison with abroad?
At the time when people do more and more purchases online, impulsive in-store purchases are becoming increasingly important. They’re stimulated primarily by choosing the right products, placing them into the right place, or attracting attention of shoppers. Below, you can learn about 10 Shopify tips on how to increase their frequency and value. In these 10 tips, you can learn how
Popai Paris gives us great expectations each year, as we will see new technological procedures and design ideas. This year’s Popai took place at a very interesting place by the river, but there was very limited space, thus it could hold only exhibition showpieces unlike last year, where stands of producers were also displayed with a possibility to talk to them personally.
Creating the right atmosphere of a store is one of the key factors, which stimulate customers to purchase. It is important for shoppers to feel good already when they enter the store and to feel positive emotions. Customers p…
The Augmented Reality and the Artificial Intelligence are experiencing boom in the retail marketing. It seems that the importance of the Artificial Intelligence (AI) as well as the Augmented Reality (AR) will increase during…
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 u…
Case study Birell: How to cut a bicycle in halves?
The client’s order was simple: create a permanent end cap for non-alcoholic refreshment Birell. It was supposed to resonate with the main elements of the product – focus on people, spending time outdoors, having fun with friends and a summer relax. There was a condition to install the refrigerator so that it would motivate customers to buy the drink and consume it immediately. Therefore, we created several different proposals which have gradually developed until we finally … cut a bicycle in halves. What made us do this?
We built the direction of the design on two pillars from the very beginning. The first one was the client’s key visual and the second one was the ongoing campaign which had focused on experiences closely connected with an active lifestyle. After our first consultation with the client when designing we decided to focus firstly on motives of staying outdoors and going on trips. We had taken them into account within the first two proposals.
When looking at a waterfall, which symbolizes refreshment and fresh spring water, most of us will probably see walking in the countryside and summer relaxation. Water spray around waterfalls refreshes during the summer heat just like the non-alcoholic Birell. Also, the blue frame with a photo of friends in Birell colors has a significant effect on customers.
The mill wheel works with similar elements as the waterfall also evoking great work and time spent with a family. But both proposals did not have the strong enough “wow effect”. “Our intention was to create an end cap that will really stand out and attract the attention of everyone with a distinctive element. We did not see the fulfillment of this requirement in a relatively small mill wheel or a waterfall placed at the bottom part of the end cap,” said Tomas Krysman, who was in charge of the end cap development on the side of Birell.
Together with the client, we decided that we must more highlight the bigger relation to an active lifestyle. The complexity of the technical solution also proved to be a problem. “We were afraid of a failure rate of the mechanism propelling the water cycle. It should be regularly supplied with water or other operating fluids. That was why we finally dropped these concepts,” added Tomas Krysman.
How to solve his problem? We realized that the dominant attribute of the end cap must be an object, in which customers in the store will see sports. We have still partially used water as we proposed the theme of canoeing which inherently belongs to the summer. That is how the idea with canoe came out.
Why just a canoe? We did not want to accent any athletic performances, but on the contrary, we focused purely on leisure, relaxing sports activity. Canoe gives an impression of refreshment and relaxation outdoors. This is highlighted also by rocks stretching from the top to the bottom across the end cap. After long deliberation, however, we decided that the canoe, as well as the previous proposals, would interest only a specific closer target group, which did not match the mass focus of this product. “In this version, it shows rather more exacting outdoor activity, which does not have to mean strictly relaxation,” described Tomas Krysman from Birell.
We were looking for an easy leisure sport performed by a wider range of population so long until cycling came to our minds. And what the most symbolizes cycling? Bicycle! It connects all the important aspects we wanted to visualize – countryside, trip and spending time with our closest ones. Moreover, it is a good activity to consume non-alcoholic refreshment.
But the space is limited and the bicycle was too big, so we had to find out how to get it into the end cap. So we have decided to cut the bicycle in halves and anchor the front part of the bicycle into the end cap. We only had to anchor it properly and blunt sharp edges, because the model, with its design, allures customers to touch it. And so we had to make it maximally safe. The most important element of the display has been supported by yellow lighting in the up left corner evoking sunny summer weather. Below it, there stands a refrigerator and next to it, there are young smiling people. Along with the pedestal of the end cap, there is a small groove with growing out green plants. These also help to provide customers with the feeling of being outside. We really liked the winning proposal with the bicycle and we did not change it essentially any more – we only changed colors of the shelves and refrigerator and had to select appropriate plants for the end cap,” concluded Tomas Krysman.
Your DAGO team