Cologne, September 2005. Not everything is equal on the shelf: Over half of all purchasing decisions are made at the point of purchase (POP). Only those products that excel here against all the other strong brands and project their specific message into the store, end up in the customers shopping trolley. Trends and tendencies on how to successfully stand out in an ever changing range of products.
Doing it properly
[...] In an over stimulated advertising market, the target is assertion. A context that leans itself to shop in shop systems. The prerequisite being an unmistakable profile and a convincing visualisation strategy. As with the Sony 4D TV concept.: A cosy home cinema in a private atmosphere developed for retail by ARNO. "Our assignment was to attain the best possible positioning with a maximum presence for sales enhancement in electronic retail" the key targets, says marketing director Alien Arnholdt. To achieve this, specialists developed a 3 meter diameter circular shop in shop system using 10 top quality materials. "A format that literally made it impossible for retail to position the display in a corner" Alien Arnhold points out . Once within the home cinema environment the consumer is abducted into the high tech audio visual world via a one button press start. "A concept with a 20 week lead time, from brief to installation of more than 3.000 systems which received a broad acceptance from retail" is Alien Arnholdt’s resumé.
Exemplary for POP development: " We notice that brand products focus more and more on quality and the custom made experience " says Alien Arnholdt. Also "More is being invested to differentiate from the competition – away from the general optical brew to a more defined individuality".
A maxim that Dockers adopted for their new water resistant trouser presentation. Engage and convince the consumer of product benefits via an on site trial. ARNO took the plunge and developed the necessary in store displays as well as an interactive window system which the consumer activated via a touch screen and sprayed the trousers with water. "This was a fashion first as well as being a huge challenge for us" is marketing director Alien Arnholdt’s project review. All told, the interactive window display was installed at 100 retailers and the live water spraying test was activated over 120.000 times.
Doing it properly
[...] In an over stimulated advertising market, the target is assertion. A context that leans itself to shop in shop systems. The prerequisite being an unmistakable profile and a convincing visualisation strategy. As with the Sony 4D TV concept.: A cosy home cinema in a private atmosphere developed for retail by ARNO. "Our assignment was to attain the best possible positioning with a maximum presence for sales enhancement in electronic retail" the key targets, says marketing director Alien Arnholdt. To achieve this, specialists developed a 3 meter diameter circular shop in shop system using 10 top quality materials. "A format that literally made it impossible for retail to position the display in a corner" Alien Arnhold points out . Once within the home cinema environment the consumer is abducted into the high tech audio visual world via a one button press start. "A concept with a 20 week lead time, from brief to installation of more than 3.000 systems which received a broad acceptance from retail" is Alien Arnholdt’s resumé.
Exemplary for POP development: " We notice that brand products focus more and more on quality and the custom made experience " says Alien Arnholdt. Also "More is being invested to differentiate from the competition – away from the general optical brew to a more defined individuality".
A maxim that Dockers adopted for their new water resistant trouser presentation. Engage and convince the consumer of product benefits via an on site trial. ARNO took the plunge and developed the necessary in store displays as well as an interactive window system which the consumer activated via a touch screen and sprayed the trousers with water. "This was a fashion first as well as being a huge challenge for us" is marketing director Alien Arnholdt’s project review. All told, the interactive window display was installed at 100 retailers and the live water spraying test was activated over 120.000 times.
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