DAGO displays received two nominations for the SHOP! France Awards 2023
In this year's prestigious SHOP! France Awards (previously POPAI Awards Paris) we have two champions. There were nominated the Sensodyne Nourish shop-in-shop in the Health and Pharmaceuticals Category (cardboard POS) and the Christmas pallet display of Pilsner Urquell...
Radegast attracts by bitterness as well as light and sound effects. The new activation will hit the human senses
Already since January customers can see Radegast beer's new activations produced by Dago in cooperation with Plzeňský Prazdroj. For the production of a set of POS materials, several innovative elements were used so that the beer brand originating from Nošovice...
Marvel heroes call for competition in Coca-Cola’s in-store campaign
The collaboration between two iconic brands like Coca-Cola and Marvel calls for something special.
Christmas Summary: How did Dago cope with Christmas POSs?
Before Christmas, traders always have to work hard to replenish the displayed goods. The shopping spree attracts consumers to visit permanent stores where they buy gifts for their loved ones. But how to stand out in crowded sales areas and reach the largest possible...
Celebrate Christmas with a unique Pilsner Urquell activation
Festive dress, potato salad, fried carp and something good to drink. This is what a classic Christmas Eve dinner looks like in many Czech households. Premium beer is an essential part of Christmas, just like Christmas sweets. This is also why the Pilsner Urquell brand...
You can’t miss the iconic Pringles chips on the new shelves
Pringles chips are known not only for their perfect hyperbolic paraboloid shape, but also for their irresistible taste.
Dago carried off two gold prizes from the POPAI Awards
On Thursday, November 24th, the festive announcement of the results of the POPAI Awards took place, just like every year.
Semtex’s shop-in-shop promotes the new Kofola campaign and impresses with its virtual reality
The energy drink brand Semtex comes together with the communication agency Dago with new shop-in-shops customers can see in selected Albert hypermarkets.
A new winter edition that will give you wings: Red Bull with apple and fig flavours
Red Bull is back with a new seasonal edition of its energy drinks.
Autumn in Albert stores: Pilsner Urquell once again bets on the history and tradition
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...
Interior of a store: what to focus on
![foto1_84](https://www.dago.cz/wp-content/uploads/2018/09/foto1_84.jpg)
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 perceive the atmosphere using all their senses. It is not just about the known factors, as for example pleasant lighting, optimal volume and style of music, fragrances, temperature and many more. Unified design and concept of a store also very positively influence customers.
There may be also fundamental how easily shoppers can orient within a store and find what they look for. Long searching without success does not create positive feelings. That is why it is, especially in large stores, appropriate to create an easy-to-understand navigation system, which will ideally be also a design element. Uniform recipe how to choose the right atmosphere of a store doesn´t exist, it is necessary to know many other aspects, such as store size, focus, customer target group and so on. In general, however, the goal of each store should be evoking pleasant, joyful feelings of customers who enjoy the time they spent shopping so that they would like to come back.
Simplicity and natural wood are in the lead
Nowadays, in most interiors there still prevail metal shelf systems, which are, of course, very efficient, but unfortunately most do not represent a design element of a store. Especially in small, more luxury stores, there are suitable clean, simple, glossy, not re-combined shelves giving very elegant impression. A store can also be designed all in natural wood. There is a simple rule: to stylize the design, materials and the overall concept of a store in accordance with offered products or services.
Renovation can fundamentally help
It is always necessary to consider a renovation thoroughly and ideally search advice from professionals. If a store gives an unclean, chaotic, disorganized and faded impression, it does not evoke pleasant emotions of shoppers and threatens the credibility of such store in their eyes. When clients don’t feel comfortable in the environment, they would aim to do shopping as quickly as possible and buy only the most necessary items, or they could eventually change their mind during their stay in the store.
Proper P.O.P. materials increase sales
Especially in large supermarkets, we can see a great variety of P.O.P. materials to support sales. Many of them are used only to “slip” a specific product to shoppers, especially in the cases when a customer doesn´t prefer any brand and doesn´t want to spend time choosing. In such a case he/she would buy just the product which differs from the rest of products and which is just at hand (usually in some cardboard display). With P.O.S. materials, we can of course communicate much more, for example introduce a new product, highlight its benefits, draw attention to discounts. One level above, there are various permanent displays made of all kinds of materials or their combinations (wood, metal, plastic materials,…) within the sales promotions. They will attract attention, motivate customers to buy, inform about a product, but they can also greatly complement the atmosphere of a store. Also interactive elements are very positive for customers, whatever makes sound and moves in a meaningful way, everything unusual. Also elements where you can touch the product are suitable. An ideal sales promotion, especially for children, is some form of play or experience. Thanks to the ever-evolving modern technologies in today´s world, nothing is impossible, it´s all just a matter of finance that a company wants to invest into sales promotions.
The basis is customer knowledge
In addition to the product quality, it also depends on the form and the way of presentation at the sale. In times of a strong competition, it is crucial to think about the target group and do everything to make clients to feel good in the environment where we offer our product and to be happy coming back. Knowing customers’ needs and preferences can be the key to success and sustained prosperity of the business. Satisfied customer does not represent only one-time sale. He/she can create unwavering preferences for the product and the point of sales, give recommendations to his/her family and friends. All this gives a competitive advantage, which could have been the beginning of the redesign and remodelling of such store.
Ing. Anna Brůžková
Project manager DAGO, s.r.o