A snowy Christmas with Pilsner beer? The ideal combination

An unusual shopping experience you don't often get to experience. The Christmas display for Plzeňský Prazdroj, however, did just that thanks to a unique combination of the Pilsner Urquell tradition and unusual technology. It can be seen in stores in the Czech Republic...

We take away eight awards from POPAI Awards 2023, including one gold!

This year's POPAI Awards brought us many smiles! In spite of the top and balanced competition, we have turned nominations several times. Of course, we were most pleased to win 1st place in the Lighting Communication category, where we shone with a premium endcap for...

Take a peek behind the scenes at DAGO and have fun with us

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We were there when the rum novelty Ron de Azur originated

For our long-term client STOCK Plzeň-Božkov, we prepared a set of POP media for the launch of a Panamanian rum called Ron de Azur. At first glance, it is clear that the design of POS materials provides customers with much more than just information about the product....


Production companies are constantly coming up with technological innovations and want to shine with unique outputs. Of course, clients rightly expect that their POS will be innovative, visually different, and will excel in stores. They are willing to pay extra if the POS material is something unique and the technologies help it significantly. Let’s start with the graphic design of POS. It is designed to correspond as much as possible to the client’s brand and to support sales. It is common practice today to visualize 3D exhibitions, followed by a technical drawing. Every major manufacturer has technologists who prepare it in CAD software to correspond with the visualization. Today, the drawing is so detailed that it contains not only a description of materials but also innovative technologies, new types of additional materials, etc. The drawing is the basis of successful implementation and its good preparation reflects a good result. In Dago, we commonly use software with 3D drawing – we can rotate the model, give it colors, load graphics into it. It is possible to assign materials and strength to individual parts.

3D printing is not a hot novelty, but we recently used it to print a 3D Oral B brush for Prague’s Alza and added other technologies. We sanded the 3D print and repainted it with car paint. The result is a beautiful and representative surface finish. The unsightly final output is one of the disadvantages of 3D printing – from my point of view it is unprofessional, but just polishing the surface is a great solution. FSC certification means a trusted forest system. Our Coca-Cola-type clients usually use shelf displays for expositions in hypermarkets. A new trend is ecological cardboard display, ideally supplemented with ecological printing. We do this on so-called latex machines, which use water-based paints. This is the ideal solution for everyone who cares about the environment in the future. Modeling is still a rarely used technology. In Dago, we are currently developing a car to be displayed in stores, which is part of a short-term campaign. 3D printing or paper are not suitable materials, so we drew the car down to the smallest detail, cut it in software, and made it out of cardboard. Finally, we knead it and paint it with car paint. The advantage is the rigidity of the model, originality, credibility, and attention to detail. Serial production is also not a problem and a reasonable price is a great benefit.

LCD displays with remote management are standard. They are not original and most companies, with a good financial situation, have been using this solution for a long time. However, we just hardly see LCDs with sensors. As soon as the sensor detects you, the spot changes, and, for example, the hostess can talk about the product and offer you a tasting or the opportunity to print a discount coupon. The entire solution is based on a touch screen connected to a printer, remote management, and an integrated sensor. Cardboard racks will have flashing diodes and a small integrated LCD. Impulse purchasing is changing, submitters are considering what to invest in.
At the moment, cardboard dominates as a material that is cheap, ecological, and affordable. To differentiate, it is often supplemented with flashing diodes, which encourage customers to buy and distract them from stereotypical shopping, as well as LCDs, which contain information about the product, focus on tastes, and attract the basic benefits of the presented product.
Soft foam, rubber, and atypical materials should also be considered. For example, we can see them in Tesco hypermarkets, on JOJO endcaps, where they create original branding and atmosphere. Mere branding from cardboard is often not a sufficient solution.
Technologies and materials will continue to dominate in the future. It’s not really about the machines and the technology itself, which the client or customer will not appreciate. It´s about use. For us, the customers, it is POS material that attracts us in the store, but we may not even notice it. We should perceive the presented product and take it away. Thanks to these technologies, POS material is so significant that it influences both, us and our shopping behavior.

Author: MAREK KONČITÍK, Dago s.r.o.
Source: Místo prodeje Extra


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