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