“Fragments” from POPAI PARIS
Popai Paris gives us great expectations each year, as we will see new technological procedures and design ideas. This year’s Popai took place at a very interesting place by the river, but there was very limited space, thus it could hold only exhibition showpieces unlike last year, where stands of producers were also displayed with a possibility to talk to them personally.
Interior of a store: what to focus on
Creating the right atmosphere of a store is one of the key factors, which stimulate customers to purchase. It is important for shoppers to feel good already when they enter the store and to feel positive emotions. Customers p…
The Augmented Reality and the Artificial Intelligence will change our shopping experience
The Augmented Reality and the Artificial Intelligence are experiencing boom in the retail marketing. It seems that the importance of the Artificial Intelligence (AI) as well as the Augmented Reality (AR) will increase during…
Shopping center like a sanctuary of consumption
A well-dressed attractive girl walks along the sidewalk, half a step behind her is a less nice-looking and attractively dressed friend. The first one stopped in front of the proximity sensor before the open door of the larg…
What do clients often expect from P.O.S. solutions?
The overall communication with customers at points-of-sales develops according to expectations of shoppers. Retailers are very well aware of this fact and that is why they reflect the knowledge about their customers into sp…
Retail Safari in Düsseldorf
This year´s trip to Düsseldorf for inspiration showed possibilities how stores can become a pleasant part of customer´s leisure time.
As a part of our visit at the Trade Fair Euroshop in Düsseldorf we could not miss our tr…
Parents should make purchasing decisions personally. Conscious stores help them.
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POP communication focused on children brings many opportunities as well as ethical dilemmas. Stores and brands are starting to realize this.
Children are ideal recipi…
A brand at the point of sale: use it, protect it, build it …
Proper communication at the point of sale uses and builds the brand value
Every day, we are exposed to offers of new products and face up the necessity to decide which of the many very similar variants to choose. In such a…
Sensory shopping or how to catch into the net
When shopping, we perceive the environment and offered products using several senses. It is therefore advantageous to influence customers through more senses, but among other senses the eyesight, which is decisive when choo…
A reportage from the Paris Trade Fair and POPAI Euro Awards
The DAGO team set out for France to visit the Trade Fair Le salon du marketing point de ventre and also to attend the competition POPAI Awards. Three of our realizations advanced to the June finals. However, we were pleased…
The actual trends in the P.O.P./P.O.S branch: Efficiency, Modern Technologies and Interactivity
The P.O.P./P.O.S branch has developed in many ways over the previous few years. Clients focus on strategic and clearly defined goals, so there is needed a comprehensive approach that uses the most modern technologies. For us, it means maximizing the effectiveness and potential of P.O.P. tools, all in the correct context.
The most popular means include especially floor and rack means as well as promotions. Nowadays, there is greater interest in interactive and lighting means, whose sophistication and quality increases thanks to the modern technologies and materials. Even “simple” displays can include up to ten types of technologies. Of course, this puts great demands on manufacturers and their technological equipment not only in the sphere of investments, but also in terms of know-how. At the same time, it is necessary to remember the basic rules. P.O.P./P.O.S. means must be as clear, simple and understandable as possible. Further, they must be visible, standing on an exposed spot and integrated into the correct context. In fact, then a simple principle helps. Promotional materials at the point-of-sales must be set up to be understandable for customers within three seconds, visible from four sides and must communicate in five words maximum.
Progress in materials, processes and technologies
Times are changing and for production, there are being used more often materials that support savings and also design advancement of products while maintaining proper functionality and appearance. Among other things, they also reflect the environmental trends of the economical sustainability, for example displacement of the traditional PVC. Even in the case of standard P.O.P. elements, there has been placed an emphasis on detail processing, where, on the contrary, materials providing the necessary impression get some room, but often it is more about a good idea. At the same time, the pressure on the print quality increased which develops along with the development of printing technologies. While screen process printing had been used in the sphere of P.O.P. until recently, today this technology has been mostly replaced by digital printing with increasingly high resolution quality. In the case of lighting elements, fluorescent lamps have been almost completely replaced by LEDs over the last two years.
The current customers require a comprehensive approach
Nowadays, we increasingly register the term “Omnichannel Shopper”, a modern customer using mobile devices or internet for shopping. In the context of the obvious potential, an increasing number of marketing initiatives focus on connecting three key components: in-store, digital and experience communications. In other words, multiple channels (Multichannel, Omnichannel, Crosschannel) need to be fully and meaningfully used to acquire and establish a long-term relationship with customers. We can see this trend in more and more frequent use of multimedia applications in in-store P.O.P. realizations. Interaction with customers is desirable as to our experience and even quite affordable in today´s modern technologies era. This is why it is increasingly important to offer a comprehensive approach, such as Complex In-Store Solution, which helps to increase the effectiveness of P.O.P. communication campaigns.
Martin Vorel
CEO of DAGO
This edited article was published in the Tovar&Predaj magazine