Displays for the Health and Beauty Segment: How to Capture Attention and Maximize Product Sales
How to best handle product displays in the health and beauty segment to help maximize return on investment (ROI)? Let's take a look at how to not only capture attention but also guide the customer to the final purchasing stage, according to the American industry...
Coca-Cola Brings Marvel Superheroes to Life and Dago Delivers the Experience Right at the Point of Sale
Beloved heroes have arrived on Earth thanks to the great collaboration between Coca-Cola and Marvel! This unique campaign is accompanied by an eye-catching in-store display, designed and executed by Dago. The main goal was to create an interactive space that captures...
How Generation Z Shops: A Look at the Needs of the Most Influential Consumer Group
Generation Z – those born between 1997 and 2012 – are already a strong consumer group, and their significance will continue to grow in the coming years. So what should retailers know about their preferences, spending habits, values, priorities, shopping methods and...
Coca-Cola Cheers for Hockey and Is Absolutely Unmissable on Store Floors!
Coca-Cola is the beverage partner of Czech hockey, supporting women’s ice hockey and para hockey as well, but above all, it has a packed marketing calendar with the upcoming World Championship. This year, the championship will take place in May in Prague and Ostrava,...
Just Like in a Bar! DAGO Bet on Creativity in the Kinley Tonic Shop-in-Shop
The creativity of a display execution is directly proportional to the boldness of the client. And at Coca-Cola HBC, this rule definitely applies and works. Proof of this is the new shop-in-shop for one of the flagship non-alcoholic products—Kinley tonic. DAGO worked...
Orkla Foods Czech Republic and Slovakia and DAGO present creative shop-in-shops for the “golden heritage” – the traditional Májka pâté.
Hamé has been the main partner of Czech biathlon since 2013, which is the most-watched winter skiing sport in the Czech Republic. In connection with the upcoming Biathlon World Championship, which will be hosted by Nové Město na Moravě in the first half of February,...
Predictions and Trends for the Retail Market in 2024
Predictions for the Retail Market This Year, Published by the Global Association Shop! While these apply to the USA, they are also inspiring for us. The US retail sector is a few steps ahead, and trends emerging there often appear in Europe and the Czech market as...
Christmas Recap: How We Brought the Christmas Season to Life in Stores
This year's Christmas recap will be about the drinks that Czechs love. We supported all the brands in various stores with unique and striking displays. Take a look at them... Traditional "Santa" Coca-Cola Christmas is here, Christmas is here. Most of you probably...
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...
Store design as a competitive element

Customers are shopping with all their senses. It would be foolish to think that the final decision is being influenced only by the product quality regardless of package, price or for example environment where shoppers are present. And just the atmosphere of a store, in which decisions are made, may be the finally crucial element. Design is an important component within communication; it directly influences customers, leads to better perception of space and stimulates the will to spend more time in stores.
Retailers must be prepared to respond to changes
Most retailers are aware of this process and they invest to equip points-of-sale. But it is not always so often and effectively as appropriate. Through the years, the offered goods assortment changes as well as the shopping behaviour of customers. So entrepreneurs must be ready to respond to the dynamically changing trends and to build on them within changes in their stores. As there can very easily happen that if they fail to do so, they would sooner or later face a sales decline and outflow of customers.
The store design is significant and important element of a business strategy. And if implemented properly, it is an indisputable competitive advantage. The right time for revitalization comes at the time, when the existing equipment of the store is obsolete. It is ideal to be able to innovate in cycles of three to five years. After this time, it is necessary to replace technologies and mainly the store equipment style.
Too frequent changes of an interior are also not desirable. Plentiful changes can lead to disorientation of customers and thus to their frustration from their purchase. On the contrary, well arranged changes, in reasonable time intervals, strengthen the feeling of attractiveness, while showing the willingness of retailers to invest part of their revenues into improving the shopping environment and satisfaction of shoppers. It´s also suitable to communicate changes appropriately towards those concerned. To explain why the redesign happens and what benefits it gives.
The effort is not enough, the consumer expertise plays first fiddle
A common mistake retailers make is to realize solutions without sufficient knowledge of consumer behaviour. It is absolutely crucial to examine behaviour of customers in stores, the principles of orientation, motivation of shopping decisions, specifics of customer segments and other. There must be evident who is shopping in stores and what they need for good shopping experience. If this step does not proceed, there may happen fatal mistakes that can become evident in incorrect location and implementation of hardware (shape, colour, space ergonomics, irrelevant atmosphere, poor orientation or mix of categories). Unfortunately, this results in failing to achieve the desired effect.
Unambiguously, specialized companies dealing directly with realizations have the advantage of knowledge of the environment. They can correctly grasp the concept and make the implementation so that it attracts shoppers exactly the way it is required. Sophisticated company is capable to propose such approach within a concept of focus, logistics and installation to be maximally effective and could increase the likelihood of better business results.
Nature and space on first place
Among the current trends in equipping stores belong spacious and mainly well-arranged interiors customers perceive as friendly and that are not superficially manipulative. The main requirement is to provide store visitors with a space in which they can easily orient and identify offered products. In the last few years, the environmental cult and sincerity gives direction in the whole world and now also in the Czech Republic. We talk about the emphasis on ecology, real natural materials, clean and simple lines and contrast of offered goods with hardware.
The goal of all retailers is without doubt always primarily that customers return to stores, and just a solution implemented with regard to everything mentioned above can significantly help to achieve this goal. With an effective approach, we can expect keeping existing customers but also attracting new ones. They will spend more time in stores, would like to do shopping and their loyalty will deepen.
Your DAGO team