Gardening, on your marks! Evaluation for Marketing & Media
The main sales support for the horticultural assortment is starting right now. The POS implementation gallery shows what works.
Successful campaign = set of more POSs!
Did you know that most purchasing decisions are made at the point of sale?
Nomination in POPAI Awards Paris for Nestlé’s Home Café
In this year's POPAI Awards Paris 2022, our project for the Starbucks and Nescafé Dolce Gusto brands was nominated in the category of permanent POS - food and beverage. The display won the Food category in the Czech POPAI Awards 2021. We created a shop in shop called...
Tssst! Mattoni attracts attention to its novelties with its new POS
This year, as part of the sales expositions, Mattoni bet on original iridescent displays and pallet displays.
Red Bull presents a limited edition novelty in retail
The new activation, using last year’s rebranded carriers, relates to the summer energy drink limited edition with apricot and strawberry flavours.
New POS Tullamore D.E.W. shows what Irish barbecue means
Barbecue simply belongs to summer. Hardly anybody can refuse the sun’s rays, whiskey, and well-prepared meat.
“Cirkulka” by Kofola reflects sustainability in the production of POS
Kofola ČeskoSlovensko has introduced its traditional drinks Kofola, Vinea, and Rajec in returnable bottles to the retail network this year.
DAGO has expanded with a new assembly hall in record time
New job orders require new and larger premises – that is why in April we opened a new assembly hall, which is located just a short distance from our Headquarters in Zdice.
Birell Světlý represents a new recipe after 30 years
How to inform customers that Birell Světlý represents an improved recipe after thirty years?
Displays for paints by AkzoNobel Coatings CZ: New every year, yet maximally sustainable
Three years ago, we produced, at first glance, ordinary metal displays for the company AkzoNobel, which sells decorative paints. Since then, we have been working with them regularly.
Unplanned purchases and how to boost them
![foto_neplanovane-nakupy-a115](https://www.dago.cz/wp-content/uploads/2018/09/foto_neplanovane-nakupy-a115-1-e1539602992827.jpg)
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.