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.
We produced a new pallet display for the Irish whiskey Tullamore D.E.W. in co-operation with our client and the leading producer of spirits Rémy Cointreau. It was located into selected Tesco CZ and SK stores.We chose cardboard as the main material for the production....
Our website has got a new, more modern design and structure. We have added some elements, which will help us to better present our projects to our visitors.
Nestlé case study: reflecting the buying behaviour is the key opportunity of the confectionery category growth.
Confectionery is a fixed star in shopping carts, but its producers have faced an important challenge in recent years: How to ensure a long-term and especially healthy growth for this category? In recent years, its sales have increased very slowly, while proportion of products sold in promotions increases every year.
The category team of the company Nestlé has therefore set an ambitious goal to make this category more attractive to customers and to convince them to purchase. ”We knew from our researches that the biggest problem was to motivate shoppers to enter the confectionery aisle. Even though that only every tenth customer walks through this aisle, this part of a store is still the most important place for us in terms of sales volumes. As there is the highest degree of interaction with products and sales conversions, thus percentage of people going past a sales point and shopping,” explains David Wurst, Nestlé confectionery development specialist, and adds that there are different reasons why people do not visit a confectionery aisle.
The category of confectionery is often being positioned outside the natural customer path through a store and so shoppers do not actually get to aisles with confectionery, which is largely purchased based on impulsive decisions. Or else, customers already purchased in secondary locations, where they usually get not only a good price but also do not have to make difficult decisions about what to buy. Some shoppers avoid the confectionery aisles for its “unhealthy reputation”.
These findings were so interesting for Nestlé, that the company decided to explore more deeply the motives, purchasing missions and, in general, the entire decision making process of confectionery customers. After the detailed data analysis they found out that the current product segmentation by product attributes do not match, how current shoppers make their decisions: “In contrast to the prevailing habits in our segment, we have found that the primary factor of the decision making when shopping is the opportunity to consume,” specifies David Wurst. Based on qualitative research, we then identified three basic consumer opportunities – individual consumption, gift and family shopping.
This whole new concept was tested by Nestlé in several modern type stores, where, in addition to new allocation of products, they developed also a navigation P.O.P. media in co-operation with us. These had to be sufficiently attractive, innovative and stimulating curiosity and interest of customers. The main goal was to make subcategories according to consumption opportunities “for me”, “for you” and “for us”. The space of confectionery aisle is not large and the realization conditions brought many restrictions. Shelf assemblies can´t be changes, it is not possible to place P.O.P. materials above them and likewise. Therefore, we have proposed, together with the client, to use stoppers as a main communication means in a store attached directly on the shelfs. In addition to their overall visual attractiveness, their advantage is also the dominance and contrast acting on passing customers. The stoppers are luminous and their communication content can be changed. In addition to stoppers, also floor stickers and colour price bars draw attention to categories. Everything is then harmonized in colours according to particular subcategories for maximum clarity and good customer orientation. The result is a clearer navigation for shoppers, who faced to three main categories instead of the previous six categories when they enter the aisle. The new segmentation of this category also better meets the needs and decision making preferences of customers.
Their responses after the change were positive in 60 %, sales in the category increased by 5 % compared to the previous years. Good results were confirmed also by comparing with controlling stores over the same period. “We are happy with the results of changing navigation on the occasion. Nowadays, this solution is being used in 10 stores in the Czech Republic and Slovakia and we are negotiating about other installations. This project has unambiguously shown that working with shopper insights and researches is meaningful and leads to solutions that are beneficial both in terms of business and mainly from the perspective of better customer experience,” concluded David Wurst from Nestlé.
Members of the realization team:
David Wurst, Category Specialist Confectionery, Nestlé
Jakub Krupička, Channel Development Specialist, Nestlé
Marek Končitík, Supervisor, Dago
Tomáš Žáček, Project manager, Dago
Milan Marek, 3D Designer, Dago
Your DAGO team