Properly chosen POS as sales promotion works

Successful POS is based on the knowledge of the client/submitter and the brand. Followed by setting a goal, creating a POS solution strategy, controlling the purchasing process, finding functional elements for sales, finding benefits, differences, etc. The preparation...

The new Heffron rum brand arrived to customers on a ship

Heffron cane rum has its place in the assortment of the Czech distillery “Palírna U Zeleného stromu” since 2019. Now Heffron draws attention to itself in Czech stores with the help of our non-traditional pallet display in the shape of a ship and a lighthouse.

Connecting two different concepts Stock met with success

Four-pallet display for Stock Plzeň a.s. was a real challenge. It combined presentations of two completely different concepts. On one hand, two novelties expanding the Božkov Republica family, namely the rum elixir Božkov Republica Espresso and the sugar-cane vodka Božkov Republica Vodka. On the other hand, the classic – the good old Fernet Stock Božkov.

Éro Shepherd goes crazy about Brit Meaty Jerky in stores

In cooperation with the Czech pet food manufacturer VAFO Prague, we introduced the new dog snack Brit Meaty Jerky using an original permanent display. It will be available in most of the 75 countries where the company operates.

Big Shock bet on a creative offer of the complete assortment

For the first time, the Big Shock brand displayed its complete range in one place, as part of a new permanent display at the Globus store in Prague - Čakovice. The creative end cap is the collective work of Al-Namura and our agency. According to available data, after...

Five gold medals from POPAI Awards

This year we can again enjoy our success at the POPAI Awards competition, where we succeeded with five realizations. The display with the Oral B toothbrush was selected as an excellent realization.

Natura water flows through Globus stores

A new pallet island for Coca-Cola HBC should acquaint shoppers with Natura bottled water and point out rebranding. It fits into a broad campaign with a similar goal. It shows the purity of the water from Adršpach with the help of water bubbling between rocks and real, live conifer in the middle.

The crisis helps us to transform

It seems that the subject matter of the current crisis will not leave us soon. We hear about it from all sides, and instead of focusing mainly on work, we constantly think about what will happen. In Dago, we decided to approach this crisis positively and proactively....

Parrot and hologram! JOJO presents itself with colourful displays

These days, JOJO confectionery hardly escapes the attention of most shoppers. For its promotion, we have produced two types of pallet displays you could currently see in selected stores. The first one presents the brand using a hologram; the second one has a plush parrot that lures shoppers.

We are devoted to one coffee. Until we are tempted to taste another one.

Amazing taste and smell, relaxation, “energization”, a moment of rest, or just a subconscious routine. Each of us who drink coffee and who buy it sees a different “companion” in it. Those days when people only chose between coffee beans and instant coffee are gone forever.

Today’s market offer brings a comprehensive range of coffee, which does not only differ in brands but also provides consumers with a choice in much deeper detail. Examples are parameters related to taste, intensity, quality of grain processing, specific varieties of coffee trees, and the corresponding character of taste and composition. Furthermore, technical parameters such as use in specific types of coffee machines or precise beverage preparation procedures.

For many consumers, the choice of origin in which country or locality their coffee is grown is also attractive. I am increasingly encountering the search for specific varieties, typically divided between the most commonly grown Arabica or less consumed Robusta.

In such an amount of information and parameters, mainly experts are effectively oriented. It is a challenge for the right concept of a solution to offer coffee at the point-of-sale.

It turns out that devotion to “my well-proven brand” is still a very strong motivation for many people to buy. However, it is not the rule and here producers and shops need to emphasize that a consumer – who has a weakness for coffee and spends money on it – likes to be inspired and long to try something new. This subconscious desire is being influenced by many steps and parameters, and for real success in the commercial environment, it is important to capture each of them.

A common mistake of the current style of coffee trading is to rely on the classic model of an overfull shelf. Shoppers are confused in such an environment, they have no reason to buy more or something better, and the overall experience disappears.

A good example of effective help is a clear segmentation at the level of shelves according to individual coffee categories.

Coffee is a foodstuff, and that is a very important fact. Shoppers have an automatically subconscious selection embedded in their decision-making process, which has protected us evolutionarily for millennia. It’s simple, we want to provide our body with good, tasty stuff we trust.

It is therefore important to be different and attract attention. Single displays or end caps perfectly provide this. However, I do not mean the often used ordinary display of a large stock of products on pallets and wrapped in printed cardboard. It is necessary to think of the fact that has been often overlooked. If the display gives a cheap and low-quality impression, shoppers also transfer such an impression to displayed products. The quality of the POS material as a whole creates a quality experience of the product sold at the point-of-sale.

A suitable option I recommend is the use of clean, well-maintainable elements, which bring not only very good durability and the necessary impression of such display but also the recently more and more sophisticated recycling process. It is very important whether the coffee is offered “from the palette” or whether a pleasant place is created with a source of information and a nice discovery experience. Such a place we would like to return to.

Author: Jakub Petráš, Dago

OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY

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