SK
“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…
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 u…
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…
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…
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 specific requirements for P.O.P. displays.
And just like we change designs and colours of clothing according to the season and trends, we can see also some development in the communication in stores. So what are the actual requirements agencies hear from their clients when commissioning new realization?
In general, we can talk about the fact, that now it is necessary to entertain actively customers at points-of-sales. We must offer them a certain experience and not just provide them with information about new goods. It is not enough just to offer them functional solution, which is now considered as a matter of course, but we must attract them and surprise with originality, interactivity, playfulness. For example, when we entice customers to participate in a competition, where the main prize is a stay in a mountain cottage, we present a top 3D model of the mountain cottage directly in a store. And if we want to present a chocolate bar with coconut to shoppers, we can interest them well with an over-sized coconut palm model.
Today, clients are not satisfied only with a standard and common processing, even when it has a high quality. They require also original and design trendy solution that will attract them. But their requirements do not end with good graphics, design and high-quality materials, because more and more emphasis is placed on technical parameters of P.O.P. media, eventually on a remote content control, immediate feedback from shoppers and a high-quality and relevant evaluation.
The above mentioned exposure features are getting quite common elements we now operate with within our work. But it is necessary to say that all clients, no matter if a proposal includes 3D printing, LED screen or a high-quality multi-meter realization, they require one common thing, which is functionality and efficiency. Clients want to be sure that whatever form the project has, it must bring the desired result. And mere reassurance is not enough; everything must be based on facts and arguments.
This fact, according to agencies, increases the requirements for the expertise of their teams working on proposals and subsequent realizations. Recently, just one person used to work on a proposal, but now we are more and more talking about whole teams of specialists as designers, graphic designers, technicians and technologists, IT specialists and project managers.
The reward for our agency is a wide range of realization possibilities that opens up to us. New, demanding challenges, technologies we can work with, metrics we can measure with.
Marek Končitík
Respond to: marek.koncitik@dago.cz
