Welcome to our blog! We share here useful resources, ideas, tips and general remarks about point of purchase marketing, display material and merchandising solutions for retail.
POS marketing is approached here from a practical and operational angle.
[July-2021] Sometimes it can be difficult to coordinate detergent and softener because not all fragrances are compatible. That's why Dash and Lenor are launching a range with three aligned fragrances. This harmonious innovation is communicated in supermarkets with this colorful inline shelf display. The fragrance pods allow customers to test the fragrances before buying.
[July-2021] When consumers shop in a physical store, they focus on the visual experience and the presentation of the merchandise. Every effort is made to seduce the visual senses: shapes, materials, textures, contrasts, graphics, images, lights, ... Because the perception of colour requires little effort, it is the most direct vector of emotions.
[June-2021] Galler, Chocolaterie indépendante, changes its packaging and brand strategy, not without refreshing its visual experience and visibility in super- and hypermarkets. Galler chooses for sustainability and extends the lifetime of its gondola heads with a set of new prints. It's new, but it's still a colorful wall of taste and a pleasure to shop from!
Photo: the same material before / after
The great consumer shift: shopping behavior is changing
[May-2021] From corona to next-normal: McKinsey studies 10 ongoing shifts in shopping behaviour in North America, but tips are also relevant for Belgium.
[April-2021] What are the new forms of retail that will dominate the next 10 years? Which ones will emerge, and which ones will become permanent? In this article, Pierre-Nicolas Schwab proposes to project yourselves to after the Covid crisis and see 8 store formats that will be the future of retail. Each of these store formats capitalizes on emerging or already present trends.
[April-2021] A successful display is a material that is correctly installed on the shopfloor! The last step of any in-store project, logistics, needs to be carefully planned. Adapted packaging ensures trouble-free logistics. These ones are ready to go & shine in stores. Bye bye!
[April-2021] Tiny store, micro store, smart store, unmanned kiosk – different names for concepts that all have the same goal: customers shop 24/7 in staff-free stores using cashless payment options. Several of these walk-in store concepts enter a testing phase or their launch. At least 25 AH to go will be opened in Belgium.
[April-2021] The materials of a point of purchase presentation are vectors of emotion and authenticity. Wood can add a natural touch to your POP strategies. Aesthetic and durable, wood is particularly suitable for sublimating natural brands. Or opt for wood to communicate the ecological benefits of your brand ... a successful approach for this endcap for Freedose, a new way to buy laundry detergent in bulk.
[March-2021] This on-shelf module magnetized our eyes in the liquor department at Carrefour. It’s equipped with a touchscreen mix guide. Top mixologists inform visitors of the hottest cocktails for Coca-Cola’s new range signature mixers.
Come again? A soft drink in the liquor department? Cross-merchandising is the practice of placing complementary products from different categories together. This practice can entice visitors to buy more. When done right, it helps them get the most out of their shopping trip. This practice likely increases customer satisfaction, trust and perception of expertise. Triple win for consumers, retail and brand, the key to succeed any point-of-sales initiative.
[March-2021] In 2009, Tropicana in the US decided to change its packaging. After only 2 months, sales dropped by $30mln. Many consumers no longer recognised the product on supermarket shelves. When shopping, most consumers pay as little attention as possible, think as little as possible and only want to save energy. Shopping is a chore for most of us. In terms of time, we organise it as efficiently as possible. Brand loyalty? Lovebrands? Physical and cognitive motivation? Understand how consumers shop, otherwise it will cost your brand a lot of money.
[March-2021] Function of Beauty is the 1st customizable beauty brand made for you (and only you). With Function of Beauty, you decide what goes into your formula (and what doesn't) and what you get out of it.
This on-shelf display material in supermarkets helps you to customize your hair care solution according to your unique goals and aesthetic preferences. Job well done for a new, interactive shopping journey, isn’t it?
[March-2021] ... and so, this one makes us cheerful 😀😀😀 Everything is where it should be, and everything makes sense. Hand-crafted from firm paper, this in-store installation is carefully designed and finished by paper artist Suzi Mclaughlin. The plexi base reflects light into a remarkable spectral color animation.
Sweet, unique and the perfect retail prop, for the colorful flowers never wither. It’s so rare to see bliss creative use of paper in POP materials. Suzi takes it to a new level.
We saw this material for the luxury fragrance range of the British lifestyle brand Jo Malone in the shop windows @ Inno/Bxl.
[Feb-2021] Let’s celebrate the sun with a sunny brand. Record 4th-Q sales for Havaianas, of which 94% in physical stores! So, what’s the secret for this unpretentious product? Among others, we reckon it’s colour block merchandising!
Combining colours and organising merchandise in a recognizable visual experience is a very effective way to entice shoppers. By adopting and mastering colours, brands break through the visual jungle of shops, affect emotions and impact shopping behaviour.
Marketeers from Ice-Watch, Fjällräven, Kitchenaid, Le Creuset, Galler, Pantone and Sephora master and embrace colours to stand out instore.
[Feb-2021] If you’re shopping for beauty products, it’s difficult to make a decision without trying them on. Trying and testing products have always been the main reasons for consumers to visit beauty specialty stores.
But the ongoing pandemic are making cosmetics brands to embrace Augmented Reality (AR) to engage with their customers. In December, both Google and Snapchat launched AR features to try-on makeup. They give shoppers access to virtual lipsticks and eyeshadow, together with recommendations from experts and influencers.
Is physical makeup testing a thing of the past? Will physical stores accelerate AR experiences on the shop floors? Stay tuned, the final battle for the beauty addict has begun.
Photo: Yves Rocher’s makeup gondola, 100% custom-made by Pilotes.
[Feb-2021] 80% of pollution and 90% of costs are the result of decisions taken at the product design stage. Though ecodesign does not compromise in any way on the effectiveness nor the desirability of an initiative, it aims to reconcile all conditions to reduce ecological impacts.
Let’s have a look at some of the most important ones ...
[Feb-2020] According to a shopper behaviour study using eye-tracking in the impulse-sensitive biscuits department of an Italian supermarket, 100 participants see on average not more than 28 of the 193 articles offered. An impressive 85% of the offer remain unseen by the individual shopper, who visit the department for about 70 seconds.
[Feb-2021] Moët Hennessy Diageo commissioned us to create a tool that encourages visitors of specialty liquor stores to discover and taste terroir driven malts in the absence of the whiskey master. Our answer: this communicative counter material makes the path to purchase tasteful. Made from black PMMA and wood, it orients users through the places and ingredients from which a selected range is fashioned. Each brand is presented with its tasting flask. Sliding extensions create opportunities for further information and self-education.
Albert Heijn XL help-yourself herb garden
[Feb-2020] The lockdowns have made consumers more reliant on the food offer of conventional supermarkets. They are expected to lose some of that in 2021. The battle to retain has already begun. With fresh food at its heart, Albert Heijn revamps its XL-format as a foodie destination. Its help-yourself herb garden taps into the growing demand for fresh herbs, inspiration and easier at-home culinary experiences. The eye-catching design of the department spectacularly stages the culinary ambitions for this format. The first XL-format in Belgium is expected to open in Mechelen around the end of 2021.
[Jan-2021] The challenge for food #brands is to create moments for discovery and to keep the stories interesting. For its limited Valentine’s edition chocolatier Neuhaus was inspired by the precious love stories of Emilie Duchêne, founder of Thea Jewelry.
We were thrilled to join Neuhaus’ marketing team to celebrate romance in-store with this delicate yet intense window display, staring a tasteful love letter in a luxury jewel box made from flocked wood, fabric, lasercut plexi and print. Looking for the perfect #chocolate Valentine gift ? Here it is !
The POS is the perfect place to capture your client’s attention with your most refined #storytelling. Contact us to discuss the possibilities for your brand.
How the coronavirus pandemic is changing the way we use retail spaces
[Dec-2020] Today, shops are reopening. They welcome consumers that got used to on-line buying and home delivery. This is the opportunity for physical retail environments to free up precious space (and time) to allow feature products to shine, to facilitate product storytelling and to let the #shopper fully experience products.
The point-of-sale industry can be a partner in this transition. POS materials can make physical retail spaces interesting and exciting, with always something new to discover and reasons to come back more often in-store.
It’s time for Christmas when Mariah says it is! Christmas window made of wood, plexi, LED and tulle. The Christmas tree & skyline is made from real chocolate by Neuhaus master sculptors. Even in the toughest of years Neuhaus wishes you a pleasant journey into the magical season.
Hollywood chewing-gum with Oral‑B Technology
[Sept-2020] Hollywood (Mondelēz International) and Oral-B join forces to offer a fluor-enriched recipe, a mineral that's essential for building strong teeth. We developed 4 complementary instore solutions to mark this introduction in supermarkets. Two highlight the innovation in the busy checkout area: an on-shelf frame + a "easy space" fixed with magnetics to the shelves. And two extra-visibility solutions on the shopfloor: a playful side-cap and a floorstanding display unit. Oral-B technology is getting you one step closer to that "Hollywood smile".
[Oct-2020] A display is by definition a contextual solution with a clear goal: make merchandise shine on the shop-floor. Rigorous manufacture methods aim to meet less emotional, more technical objectives, such as lifetime, function and the weight of the products being presented. On the left, a photo of an extra-solid metal frame for a floor-standing unit able to carry a heavy assortment of spirits for as long as needed.
[Oct-2020] When it comes to instore communication telling too much is probably the biggest mistake. Always pressed for time, the shopper barely wants to read anything. Or he's gone already before the end of your story. Instore communication must therefore be short, simple and consistent to deliver one quick message. How quick? It depends. In most cases, a few seconds is too long already!
[Sept-2020] As the consumer pushes his shopping cart through a shop, he searches for relevant and readily available information to decide which departments to visit, which products to research and buy. In doing so, an overwhelming number of messages hits his over-stimulated brain.
[Sept-2020] As you enter a grocery store and browse the shelves, you are tired, annoyed, indifferent and pressed for time. You don't really enjoy shopping, right? You deserve a reward, don't you? Do you still think you make rational shopping decisions?
[Sept-2020] Starbucks is now available in supermarkets, in some with this extra-visibility tool. With a wooden frame the coffee brand gives its shelf location a natural and quality appearance. A stopping-power sign is placed perpendicular to the shelves, noticeable from a great distance. Well executed in quality materials and colors according to Starbucks DNA.
On-shelf POP material for Biotona Japanese green tea
[Sept-2020] Introducing a new set can be tricky. With so many products on the shelves, it's a challenge to get noticed from the beginning! Pilotes PLV takes care of grabbing shopper attention with 100% made to measure on-shelf solutions! Differentiating packaging + made in metal for a long-standing dedicated space + the wooden frame breaks the monotony of the shelves + good visibility on the set + bright color palette + maximum impact → the ideal solution for product launches. After all, you only get one chance to make a first impression
[Sept-2020] We spotted this POP material in a pharmacy. It presents a range of skin and hair care based on Monoï, an infused perfume made from handpicked flower petals. The display made from wood elegantly brings authenticity and a natural touch to the communication. A structure made from multiplex, 3 layers of stained wood, provides stability and mechanical strength. A real eye-catcher!
[Aug-2020] The effectiveness of a display material doesn't only rely on how spectacular it is. Even the simplest material can have a great impact. This on-shelf cross-merchandising material for Lenor brings together complementary products that are consumed together. Smart !
[July-2020] Point of sale material (POS, point of purchase, POP) is the collective name for all communication tools that support or advice purchase in a physical sales space, where they influence shoppers.
With the ability to dispense hand gel, this display is the perfect solution to controlled and touchless sanitizer distribution. These displays are designed for areas where hand sanitization is difficult to maintain including retail stores or office reception areas.
✔️ no contact with hands = hygiene guaranteed
✔ reliable 100% mechanical = foot pedal operated
✔️ customizable on request = your logo or colors
✔️ discrete = reduced footprint
✔ adjustable to fit varied makes of bottles and pumps
✔ fast delivery, attractif price: 150 eur/unit from 12 units (1 pallet).
Pilotes is a team of ingenious creatives and creative engineers, with proven industrial knowledge in POP design.
In this video we introduce our team and our activities.
New Y/E displays for Moët Hennessy Diageo
[Feb-2020] These were deployed before the busy year-end holiday period: the new MHD (Moët Hennessy Diageo) displays to present its exceptional spirits selection on 5 levels. Each of these levels is staggered to create a visual break and make the display stand out. The fine tubular structure gives a modern look and a great visual lightness. Several eye-catching communication supports help to clarify the offer.
Store stories: Shops adapt their design to Instagram (Article in French)
[Feb-2020] Social networks have changed the customer journey, the store is no longer necessarily the place of transaction ... it has become a source of inspiration, sharing and communication ... Monochromy, photo studios, pop-up collaborations... The points of sale are designed to be instagramable. Which techniques work? ...
7 golden tips to create maximum impact with instore communication (Article in French)
[Feb-2020] In the digital age, the physical store seems to be losing impact. Nothing could be further from the truth. Physical stores remain an important point of contact. Physical stores offer more confidence and contribute to an authentic shopping and brand experience.
Our metal unit installs a TruBend-Bending-Cell
To make great displays, you need good tools. Our metals unit installed a new bending cell, fully automated with a robot with position recognition. All purpose automation, more productive and precise metal works.
[Jan-2020] A shelf talker (or a shelf tray) is undoubtedly the most used merchandising tool to bring your product into the spotlight on retail shelves. It is very powerful. Since this type of instore communication is perpendicular to the shelf, it breaks the monotony of the shelf. Read more
Neuhaus prepares for Valentine
[Jan-2020] And we were happy to join the inventor of the Belgian praline for this window display in its very first boutique. A soft-colored range of displays tells a story of love. It links back to the original heritage of the brand: the eye-catching gift boxes. They bring the exquisite range of chocolate treats to life in an exciting and ultimate love story. We made these displays of plexi, resine, paper and led-lightning.
Wooden tabeltop display for Santarome Bio
[Jan-2020] How do you encourage consumers into making an impulse purchase? Tabletop displays, mostly small size ones, are a shop's best friend when it comes to boosting sales. They display smaller articles in eye sight. Shoppers can easily see them and scan the range.
How We Shop: The Next Decade
[Jan-2020] In 2025, 1/2 of the shopfloor will be devoted to experience, according to this 'How We Shop: The Next Decade' report. Consumers already think now that 1/3th of shop's M2 should be spent on creative, self-improvement or cultural experiences.
Single product shop window display are the most powerful
[Nov-2019] We proudly teamed up with Créateur Chocolatier Neuhaus marketing team to make & install these brightly "enlightened" windows for Neuhaus' Countdown to Happiness pop-up advent calendar.
Lampe Berger instore boutique
[Nov-2019] 3 upper levels are gravity-based for perfect presentation. The light directed on the products + backlighted logos + outline allow for visual surprise. Clearly segmentation of the offer with extra communications on the shelves.
Fragrance TO GO for Sephora
[Nov-2019] To promote a new handy format for perfumes, our team joined those of Sephora to co-design these new attractive and original presentations. To encourage impulse purchases, they are be positioned at strategic points: in front of the cash registers, or as a front-end. A communication space allows each brand to express itself. Triangle boxes present the fragrances in an unusual way – innovative presentation for more impact.
Harder, better, faster, stronger …
[May-2019] To make beautiful furniture, you need good tools! Our metal unit has a 3rd laser robot installed to cut steel tubes for your POS materials and parts with surgical precision. Energy efficiency, excellent performance, ergonomics, precision and new design possibilities.
How to stand out on retail shelves
[May-2019] Premium brand for canned vegetables, Cassegrain (Bonduelle), innovates with its new concept of vegetable spreads to share. Cassegrain entrusted us the instore appearance of this introduction. In an elegant and practical on-shelf unit, shoppers meet the premium values of the brand, the subtlety of the recipes, southern tastes and original associations.
Ethical consumer behaviour
[May-2019] As organic continues to boom (EU: 2012-2016: +48%), consum'actors who regard themselves as responsible seem to adopt ethical consumer behaviours - and not only for the food category. Eco-design can become a rewarding asset for any retail marketing project.
As brands allocate resources with the purpose to achieve less ecological impact, consumers receive not only a more efficient product, but also a more affordable.
At Pilotes, we believe that a well-designed material is good for business, for the planet and for people. Our engineers use a certified eco-calculator to analyse lifecycle and reduce footprint.
#retail #display #marketing
POPAI awards Paris 2019
[March-2019] Pilotes will participate to the 2019 edition of the Popai Awards contest. This, the 56th edition of the contest, will honour the most successful, creative and innovative achievements in POP advertising, merchandising, shop fitting and instore digitalisation. Order you free badge here.
Endcap for Milka chocolate assortment
[March-2019] This end cap for Milka is placed at the end of an aisle near to the checkout, grabbing customers' attention as they wait to pay. We created a concept featuring a dynamic, modernistic design, incorporating illuminated edges and graphic panels to give the unit an increased brightness. Construction materials used in the building of the display -colorful metals and woods, are inspired by the Milka story.
PILOTES wishes you a successful 2019
[Jan-2019] Happy New Year 2019. Wishing you a year fully loaded with passion, health, success, new discoveries, love, harmony and fun!
[Jan-2019] The world of retail is evolving fast. Engaging consumers and driving shopper behaviour remains a challenge for many brands and retailers. Check out this infographic to discover how you can add stimuli to your instore display to increase impact.
[Jan-2019] We found this case from the film industry interesting. In 2017, the production of a feature film, supported by the Flanders Audiovisual Fund, represents on average 73 ton carbon dioxide equivalent – transport and materials accounts for the large majority. This represents the yearly footprint of 7 average Belgian households. Since measuring started, The Fund observes a change in mentality with filmmakers. Today, the carbon emissions per film is lower than a couple of years ago.
At Pilotes, we aspire to preserve the environment through eco-design strategies. Our engineers use an home-made eco-calculator to reduce impacts. Contact us if you wish to measure the impacts of your instore activations.
POS is the preferred medium
[Dec-2018] According to the recent french POPAI/Harris Interactive Barometer, compared to 4 other types of advertising, instore is +++ preferred, +++ useful, +++ convincing and least intrusive. Instore advertising grabs consumers' attention and encourages purchase the most.
Yves Rocher Christmas animations
[Dec-2018] Santa Claus is very busy *already* rolling out the Christmas window display sets for Yves Rocher.
A metal frame is decorated with a vegetable crown made of PET printed with gold and mirror. On the crown, we installed a luminous 60 led garland and a foil of lace, printed from the finest metal in different decorative shapes. All animation kits are assembled in France and prepared for international roll-out with a crisp and clear installation manual for all Santa Clauses in the Yves Rocher network. As if you can hear the Christmas bells ringing.
[Dec-2018] Physical stores have a handicap compared to e-commerce: they are blind.Where on-line data analysis makes it possible to understand patterns, improve experiences and increase conversion, physical stores are deprived of this precious data. However, here's an example where instore shopping also can access data-driven marketing techniques. A 22' touch screens build in a visually appealing setting allows visually assisted interaction to guide shoppers, decision simplicity, a better shopping experience and integration of a data collecting tool in the category.
[Dec-2018] How to reinvent and revitalize an entire retail category? Here's an example for the cosmetics range at SYSTÈME U super- and hypermarkets. Our team developed a 'department store'-style experience for a very feminine universe: use of multiple materials, including wood for a warm and comfortable image, vivid colors add vitality without shouting, a bright, visually appealing atmosphere seducing shoppers to engage the category, shopper ergonomic, adaptation to existing materials and fully modular for evolutionary merchandising and segmentation … A powerful weapon of differentiation in this strategic category.
[Dec-2018] Ritter Sport Schokowelt. Ritter Sport bars comes in a zillion varieties. The company store Schokowelt is like an amusement park designed for chocoholics to discover, create, and enjoy chocolate. A rainbow-colored haven staring this giant replica display.
[Nov-2018] Every retail marketer agrees on this point: when shopping offline, consumers aren't just buying a product; they're buying an experience. But what are we talking about? How about retailers develop experience? … Read more
[Dec-2018] How to develop, in a sustainable fashion, bespoke multi-material displays ? Eco-design a point–of–sale material means design for efficiency: save raw materials, save volume, save transport, … Let's explain our ecodesign approach in 5 steps and save both the environment and budget.
[Nov-2018] Can you run a campaign through the nose? Here's an example ! Vaporizing technologies transform premium aged single-malts into liquid vapour. This highly disruptive and engaging instore campaign intrigues the visual and scent senses of millennials. The winner of the spirits category 2018 Warsaw POS Star is realized by Holo for Bacardi Martini. Thumbs up!
[Nov-2018] How to take the lead in shops? With its Evocations instore communication, a realization by Pilotes, decorative paint brand Guittet puts a range of 125ml testers and colour samples available for consumers. Subliming a world of colours and refinement, each of the 128 colours that make up the collection is neatly organized in this space of confidence, discovery and inspiration.
[Dec-2018] How do I find the perfect saddle? A question that every cyclist will be familiar with. With its instore saddle selector tool at specialized outlets, PRO - a Shimano Europe Group sub-brand for bike gear - sets you on the right track for a comfortable ride. Smart !
[Jun-2018] Check this out! (pun intended) We developed these checkout shelves specifically to meet multiple objectives: incorporate learnings on new shopping behaviour, generous presentation, comforting, dynamic look & improve visibility for this strategic category, supermarket's last image to shoppers, easy access with an innovative swing fixture … Pilotes reorganizes the merchandising of this category and its visibility to promote sales. It's all in the design and this is visually appealing!
[Jun-2018] Successful launch for Sephora's private label super ingredients skin care range. Use of woods with solvent free finish, modular glue-less design enhancing disassembly & recyclability, reduced impacts of electricity consumption - total measured impact of minus 33.415 kg CO2eq for this entire production. Because we're so freaking awesome? No, we just care.
[Jan-2018] Displays take a variety of forms, you might find it important to customize your display. Your design briefing is the 1st step to win your point-of-purchase challenge. Here's 10 questions your point-of-purchase specialist will be interested in … Read more
[Nov-2018] Installed this summer and now fully operational, here are our new digital printing and cutting tables. Advantages for our customers: more reactivity, more efficiency, more flexibility … for the realization of prototypes and mini series!
[Jun-2018] The future of DJing is now in store. Our colleague Tim is happy to present — and quite dramatically so — PILOTES' instore shelf communication ft. video and sound to launch & demonstrate the world's first wireless Mixfader.
[May-2018] This cabinet animates the full range of Nhoss e-cigarettes, accessories and cartridges. Targeting limited floor space, it contains a considerable stock at tobacco outlets: compact, practical and functional. Attractive to the eye of prospective shoppers and realized in the striking colours of the brand.
[May-2018] Inviting countertop presentation for the new Physalis herbal synergy range. An elegant and refined look to seduce shoppers for quality natural supplements. Solidly made from metals and woods to extend the lifetime on the counter.
[May-2018] At the occasion of the festive POPAI night in Paris last week, Pilotes received the silver award in the category "Technology & Innovation". The 2018 POPAI contest assembled 334 competing materials, the awards being the ultimate symbol of creativity, innovation and best practice (… not our words).
Discover all 2018 POPAI-awards winners.
[Apr-2018] Rethinking the shelf from where you sell and focussing on that point of action are great ways to enrich shopping experiences, help shoppers making purchase decisions and encourage trial. Here's an example for Galler Chocolatier, a riot of colour and taste.
[Apr-2018] Another single waiting line installation at Carrefour Ans, with these adapted retail fixtures for the checkout range.