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Dear Madam, dear Sir,

“A pleasant shopping experience is the most economical form of publicity”. POPAI (Point of Purchase Association International) supports this golden wisdom with its recent research on the cost per contact of POS-advertising. With costs per 1000 contacts arround € 2,- it ranks POP-advertising as the most economical medium. Subsequently, it establishes further the role of POP-advertising within any consumer marketing campaign. Click here to download the research results and the press file (only available in French).

We highlight below some of our recent custom-made display projects. By doing so, we hope that the case stories will inspire you for your own communication strategies on the shop floor. Thanks for reading us and please send us an email if you prefer to be taken off the list.

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Shopping for decoration is a big deal. Sometimes it takes a family day-out, with decisions influencing shopper’s interior and lifestyle. Professional advice remains essential for such delicate purchases. Manufacturers should facilitate contact with shop personnel and give inspiration, with full understanding for shoppers who might have no technical expertise.

The display on the left is a smart addition to our sample display for Dickson’s fabrics. When shopping for sun blinds, light-resistance should be a key selection criterion. Dickson challenges competition on the shop floor inviting shoppers to compare its performance fibres on this display equipped with a natural light tube. After all, experiencing new technologies is convincing and stimulates sales.

The display for Gerflor on the right gives inspiration and stimulates self-confidence: the display presents Gerflor’s collection and demonstrates easy installation. Briefly however, we indeed bear in mind that shoppers who seek for advice from shop personnel buy more easily.
Intermarché asked us to review its seasoning and flavouring category. Such merchandisers are certainly more technical developments with one, among others, ambition: creating clarity and order in a well-selected and thought-through assortment, bearing in mind shopper’s convenience.

The shopper rewards buying situations that are exciting, interesting, but above all easy and convenient. Experts testify that this reflection proces goes very fast:
“When the consumer comes in like a shopper, there is a moment of consideration no matter what portfolio she is looking at”, says Christopher Robert, VP Retail Marketing Coca-Cola, “and it’s a very quick pseudo-intellectual interaction made in 3 to 6 seconds” (source).
“Shoppers waste no more than six seconds on average looking for a specific brand before they settle for an alternative” -The Economist, 2005a (source).
And finally this also goes for brands living outside of supermarket shelves: “Our success depends on what customers think when they meet us, and we believe that our customers spend 4 seconds to decide whether they like the meeting or not” -Rolf Eriksen, CEO H&M (source).

Is your product (presentation) ready for its moment of truth?
Pharmacies are points of sale with high destination traffic –one doesn’t come in to have a look around. Waiting shoppers in such kind of shops typically look in one direction: the counter. People actually like to look at other people and that’s why advertising is best put near the face of shop personnel, on or behind the counter.

These two counter displays for Urgo and Smith & Nephew are designed to be dispatched flat. They are installed in no time by shop personnel. Convenient and handy!
We have developed this dispenser for British American Tobacco to support its wide range in nightlife channels: ‘something for everyone’ wins extra bonus points for the category captains in many channels.

The dispenser is easily locked off after hours. Its luxury finishing in top materials and LED-lighting guarantees a longer life for this striking glorifier.

In the development of this dispenser we have taken into account the legal and BAT's ethical code.
And finally we present this trendy and stylish display for Morgan, a jazzy eye-catcher for shop windows.

 Did you miss our previous news? You will find it here:

01-01-2006    
01-09-2005    
01-01-2005    
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