9 awards at POPAI AWARDS and Captain Morgan was the absolute winner
At this year´s POPAI Awards for the best in-store advertising means, we were successful again and we won nine awards for seven of our projects, including the absolute winner. It was the Captain Morgan display, which is also…
New cash register zones by Nestlé increase sales of confectionery by more than 50 %
In the Czech Republic and Slovakia, Nestlé has been supplying cash register zones to retail stores. It bears related costs and also offers to such stores a significant increase of confectionery category sales, which reached…
This year we are trying to help again
We realize that if we are successful, we must not be indifferent to the weaker ones and must not forget them. If we can do something for them, then we should take it for granted.
DAGO contributes to a number of charity org…
Together with Nestlé, we are improving the presentation of the capsule coffee in Electroworld stores
Electroworld, a retailer of electric appliances, has started redesign of the capsule coffee category in its stores. Currently, it is being tested in two stores, and there will be five more by the end of the year and remaini…
Modern shopping – El Dorado of adventures and sci-fi helpers
This year´s retail Trade Fair EuroShop showed that shopping is not just about getting goods anymore. Experiences customers are getting from a physical contact with a brand and products become the key role of shopping with mor…
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 p…
You can see Robot Karel in Albert and Hruška stores
The Kofola campaign with Robot Karel focused on supporting new flavours takes place also in an in-store environment. After Globus stores, now it takes place in Ahold stores and selected Hruška stores. In this display, the c…
Captain Morgan “plows the waves” of Globus stores again
During July, in Globus chain, we can see an action display resembling a boat we have created for the Captain Morgan brand. Besides the emphasis on the sales campaign, its aim is also to build-up the brand. Its distinctive f…
Our five nominations turned into one gold, two silver and two bronze medals at POPAI Awards Paris
On Thursday, we succeeded to transmute all of our nominations and won the first place with our Lego Duplo display, the second and the third place in the “Beverages” category with Jaegermeister and Birell realisations and th…
Fresh spring ideas from Pinterest
Inspiration from the world of beverages.
These and many other worldwide POP inspirations can be continually found on « Nejnovější«...89101112...20...»» Nejstarší
Movement, light, and sound will play an important role
![Vystavení_Captain_Morgan_detail](https://www.dago.cz/wp-content/uploads/2020/06/Vystavení_Captain_Morgan_detail.jpg)
The development of POP is very closely linked to the packaging materials market. Any product packaging is the basic key to the creation of POSM, from which the final graphic design, the selection of materials for the production part, and the subsequent implementation at the point of sale are derived.
We can look at the packaging-to-POP connection from two basic perspectives. The first is that the product packaging remains unchanged for a long time and its identity is so strong that any major change would adversely affect it. It concerns mainly strong global brands. Consumers perceive such products only based on their colour or shape, without realizing this fact. In such a case, POSM must underline and correspond to these main product features. Although it seems to be very trivial for the development of the display, paradoxically, these projects belong among the most difficult ones.
In the second case, we have product packaging, usually, some limited editions or complete novelties, which bears the basic elements of the brand (e.g. logo), but there is at least one dominant element that will disturb the buyer (e.g. change in bottle shape, packaging color, font ). In the case of POSM, these projects are simpler to develop, because the target customer does not know the product before launching it into the market, so the creativity of the display can be much greater. On the other hand, these projects tend to be more demanding, because if the display is incorrectly applied, the novelty becomes established on the market more slowly, or even not at all.
Dynamic evolution
People say that packaging sells a product, but packaging with effective POP communication sells many times more. The development of POS has been and will always be given by the development of individual industries and the needs of buyers. These change every year, which causes a constant, dynamic evolution of POSM. What was unrealistic ten years ago is now completely automatic.
POSM follows current trends at a given time, place, and with a certain outlook for one to three years. In general, we tend to receive news from the West, but unfortunately with a delay of several years, so we are still lagging and we have a lot to catch up. However, this time can be eliminated if the company in the country is not afraid to make a breakthrough, which we have been trying to achieve in recent years. As soon as one company comes up with an innovative solution, “an avalanche” starts – everyone wants it. When everyone has it, which takes about a year or two, we actually stop perceiving it, we are oversaturated as shoppers and we overlook it. Then there comes another breakthrough and the situation repeats itself. It is, therefore, necessary to be constantly alert, to follow current trends, innovations, new technologies, but also the behavior and requirements of shoppers. However, there are still some restrictions on the side of chains that limit POSM. Without these restrictions, such as height, we would move the display to the world level in the Czech Republic.
Looking back, it all started with small simple POSM. Subsequently, it slowly switched to simple permanent solutions, and then the world discovered plastic. At a time when cardboard began to be used not only as a packaging material, but as a new material for building displays, a revolution took place, and so the era of permanent POSs was replaced by non-permanent POSs for a while. In the last three to five years, their market share was approximately 50 %.
The years 2018 and 2019 were a turning point for the combination of permanent and non-permanent materials of larger POSs. This step has proved very successful and will be a trend for the coming era. We will also return to permanent design displays enriched with new technologies that evoke emotions and trigger impulsive purchases. Movement, light, and sound will play an important role. However, these POSMs require thorough preparation and testing, so we need to plan campaigns, preferably a year in advance, and start developing immediately. Gradually, atypical cardboard displays and brandings of sections with navigation will be getting to the forefront.
Identical displays in a row
Despite the positive progress of the POSs, interest in simple unified pre-packaged displays (so-called boxed displays) will decline in the coming years. Their boom began three years ago. So the time is coming when they will cease to be effective – again, everyone has them. Companies may appeal to prices and inventory, but if you go to look at any chain, you will see one continuous line of these identical displays of different brands across all segments. In this line, the winner is the first one and the last one in the line, as the other displays are visible only from their front part. Their sides with the most important message are covered by other displays and the topper is hidden by arranged products. The conclusion is clear – completely ineffective POS. The saddest thing is that a similar situation occurs especially in the summer and in the three most popular feasts (Christmas, Easter, Valentine’s Day) when companies invest the most money of the year.
There are really many opportunities on the market, but we have to prepare thoroughly for each of them and, most importantly, do not be afraid to deviate from the standard just because others do not.
Eva Perglová, Dago
OZVĚTE SE, POMŮŽEME I VÁM S PODPOROU PRODEJE A BUDOVÁNÍM ZNAČKY