The energy drink brand Semtex comes together with the communication agency Dago with new shop-in-shops customers can see in selected Albert hypermarkets.
Red Bull is back with a new seasonal edition of its energy drinks.
The producer of the popular Czech beer – Plzeňský Prazdroj - has joined forces with the communication agency Dago. Their joint work resulted in displays in the form of the Jubilee Pilsen Gate and customers could see them in the sales areas of Albert supermarkets and...
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.
Orbit chewing gum brand from Mars has prepared a campaign called “Work & Study”, which, in conjunction with SOS Children’s Villages. The communication agency Dago helped it to enter the retail market.
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.
Unplanned purchases and how to boost them
You surely know the situation when you went to a store to buy few necessary things and finally bought twice as full shopping cart. Most likely the communication at points-of-sales largely influences us to buy unplanned items. The communication at points-of-sales has various functions. The most important one is just the stimulation of purchases we do not plan before we enter the store, so called impulsive purchases. With their help, effective P.O.P. media can increase product sales by tens or sometimes hundreds of percent.
There are four categories of products we put into shopping carts. The first one includes planned items in the form of a concrete product and brand – specifically planned. According to a research by POPAI, these items represent 13 % of the Czech shopping cart content. The second category includes generally planned items. These are cases when we know the category of goods we want, but do not prefer any concrete brand. These items represent approximately 24 % of all Czech purchases. The third category includes purely impulsive purchases, which means items that were not planned at all and which we decided to buy in a store. You might be surprised by the fact that nearly 60 % of one shopping cart content represents these items. The last category includes substitutes when we planned to buy a concrete product of a certain brand, but decided for another brand instead. We put approximately 3 % of these “alternative items” into our shopping carts. In addition to specifically planned items, just activities at a point-of-sales can influence us within the three other categories when shopping.
What reasons lead customers to impulsive behaviour while shopping? In most cases, we shop routinely and thus habitually. Every product would like to become a part of a shopping habit of as much customers as possible. It is done by reminding some wanted items (e.g. buying batteries that might be needed at home) or evoking a new desire (e.g. communication of a novelty). But always it is about time and it is necessary to attract the attention of customers within two or three seconds. The proper P.O.P. communication should help customers to decide quickly within their impulsive behaviour and save their time and energy.
For sellers and marketers, it is important to know to what extent the purchase of their product used to be impulsive or planned. It is also necessary to know what activates the customer impulse the best. We can generally focus on emotions or functions, eventually the combination of both. For example, in the case of cosmetics, emotional stimulation used to be stronger, but for the mentioned batteries it is the functional stimulation. Specifically, for example for beer, there could be reminded the moment of its consumption, or in the case of confectionery it is stimulation of appetite. The communication should be also harmonized with the brand essence and marketing activities outside the point-of-sales.
It is necessary to avoid several mistakes to ensure the impulsive purchase support works well. The impulsive stimulation must be clear, concise and well visible. It should not give an impression of being too manipulative or dangerous (a display looking as easily falling down after touching it), obstructing the comfortable manipulation with products and should not give an impression of excessive luxuriousness or, vice versa, cheapness of the promoted product contrary to its positioning. Last but not least, the impulsive purchase can be limited by a half-empty shelves or P.O.P. media giving customers the impression that something was just left for them.