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.
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.
Two years ago, Marek Končitík, the new CEO of Dago, used the Covid situation to completely restructure the company.
A new display from GSK and its brands Odol, Corega, Parodontax, and Sensodyne will show you how to do good oral hygiene.
Wine ranks among the most popular alcoholic beverages of Czechs. In the Albert stores, they are therefore expanding the assortment of the private brand Sommelier collection and presenting it to customers in a new display.
Soft drinks represent a very comprehensive product segment. These include classic and flavoured waters, energy drinks, coffee, cola drinks, juices, and, last but not least, non-alcoholic beers, which are sought after mainly in the summer months.
This year, again, the energy drink brand BIG SHOCK! prepared a competition for customers associated with two summer limited editions of unique flavours.
Italians can enjoy life. Their food, summer drinks, and the positive atmosphere they can create around them are famous.
Did you know that most purchasing decisions are made at the point of sale?
HOW TO EXCEL? BY COMBINING MATERIALS AND TECHNOLOGIES
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.
ECOLOGICAL DISPLAYS AND MODELING
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.
A MERE CARDBOARD IS NOT ENOUGH
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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