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.
Do you want to set the scene for your tastings? Do as Brown-Forman does with our sommelier display! Easy to carry, quickly installed, a genuine tool to theatrically present choice, this set is practical and educational with an explanation for each bottle, detailing the tastes and origins for an exquisite collection of single malts.
Want to know more about presentation materials for spirits in on-trade settings? Click below.
[Dec-2022] Brand manufacturers that offer larger ranges can develop specific shelving or display materials to help their retail clients to sell better and more. POP manufacturers design these product presentation solutions 100% custom-made. Every relevant display project starts with an assortment analysis. In short: which item goes where and in what quantity? Let's look at the most important tool that contributes to optimal product organisation: the planogram.
[Nov-2022] We saw this on-shelf display material in a pharmacy. It puts a colorful frame around a promotional offer for nutritional supplement. The frame is extendable to increase the number of facings in the shelf. Made from printed PVC, this is a well executed activation with a balanced use of color.
Want to read more about POP strategies for self-care remedies ? Click below.
[Nov-2022] In 2015, we were among the 1st two manufacturers of permanent POP displays to receive the Eco-Popai label. Since then, many others have followed, and this is also great news. The main concern of this certification is the environment: development of more responsible POP and eco-design processes.
This year, after an full audit by eco-design specialists, as a result of a team effort with a strong involvement of all our employees, we were able to renew the certification.
Pilotes PLV continues to be committed to making sustainable development a priority and to adopt on a daily basis an eco-responsible attitude.
Want to find out more about eco-design of POP materialds? Click below.
Purple junkie, Crazy in love, Diabolique, So chic ... no other brand adds more wit to its range than 1st-price private label ONLY YOU. With playful messaging the beauty specialist ICI PARIS XL wants to connect with the style of new generations and radically different and inclusive #beauty addicts. Hey, don’t take life too seriously!
To mark the relaunch in points of sale, Pilotes has developed this nail color library. For a label that must continue to surprise, all communications are replaceable. And because the articles are diverse, small, and atypical, the risk of failure in a self-service scenario should not be underestimated. With an optimal merchandising consumers can browse the assortment in seconds, pick up, manipulate, and examine items, find what they are looking for and buy, leaving the presentation as clean and tidy as possible.
Want to read more about POP display for make-up brands? Click below to find out more.
[Nov-2022] One of the biggest challenges for any commercial communication is to graps and retain attention, probably the scarcest resource that brands are fighting for. Therefore, understanding how consumers interact with messaging is essential. Eyesee uses technological insights into consumer behaviour to increase the chances of success. The tech-company lists some top and bottom performers regarding two important qualities of creativity: 1) the ability to break through the clutter and grab attention (stopping power) and 2) the ability to hold attention (retention rate).
This article is about online, but many of the conclusions can be mirrored to instore. Click below to read more.
[Oct-2022] More and more food brands are experimenting with bulk. Cereal specialist Kellogg's is testing a bulk offer in eight French supermarkets with this specific "cereal bar", an on-shelf display in which it offers six recipes, three of which display the Nutri-Score A and are free of artificial colours and flavours.
In France, due the environmental law signed on October 11th, bulk foods are going mainstream. The law encourages bulk sales. Supermarkets of more than 400 m2 will be required to expand their bulk sections to one fifth of their surface.
Because some waste should not be thrown in a regular bin, supermarkets offer shop-and-drop facilities to their customers. Collection is then organised by the eco-organisations that manage their recycling.
To help Système U supermarkets simplify widespread collection, Pilotes PLV has developed and made this line of fixtures, easy to find and access at front-of-store locations. Four distinct units provide specified bins for recovery of light bulbs, neon tubes, batteries, small household appliances, packaging, and bio-waste. To make them, we used eco-friendly materials that are mostly recycled and 85% recyclable, such as formaldehyde-free MDF and bricks made from recycled face masks.
On-shelf layout for chocolate
Do you like dark chocolate with vanilla filling or milk with hazelnut? Some hypermarkets sell up to 300 varieties of chocolate. Do those who know what they are looking for quickly find their choice? Others are not always willing to go on a treasure hunt, because then choice stress lurks, or the choice overload effect, also known as overchoice, choice paralysis, or the paradox of choice: the more choice there is, the less clients are satisfied with their choice. They may doubt or regret afterwards.
With this on-shelf decor we have provided a wide assortment of chocolate with a clear layout and information. Besides, the chocolate category stands out nicely with additional LED lighting! All materials are easy to fix on various types of shelving.
Does the choice in supermarkets drive you crazy? And what are we supposed to do with 300 kinds of chocolate? Click below to read more.
[Oct-2022] With its irresistible refill station for a range of 12 shower gels, shampoos and liquid soaps, Body Shop is ready for the refill revolution. Everything is super easy to use. Just pop in, pick up an aluminum bottle, (re)fill, (re)label, (re)use, and repeat. Refilling is good for the planet and for wallets.
[Oct-2022] Play tables are hot for product presentation in shops. Before shop visitors decide to buy, sellers may invite them for a tactile experience with the products on display.
For Italian manufacturer SMEG, we created this Play Table to present a set of cookware. We made the table in a combination of 100% natural and thermo-coated wood. The latter technique gives the display a stylish finish. A chrome volume logo signs off this practical sales support.
[Oct-2022] We made this shelf-on-shelf for the non-alcoholic drink GIMBER. To promote sales in organic stores and supermarkets while educating shoppers at the same occasion, GIMBER reps understand that the bottles are best placed near the fresh ginger.
Our answer: this display solution presents both the bottles and fresh ginger. It fits perfectly on any shelf in the fresh department. The material is made of natural wood without chemical treatment, making it less harmful to the environment. The top shelf is adaptable to the inclination of existing shelves. A holder allows offering a brochure to explain the different ways of consumption and mixes for the most versatile alternative to alcoholic drink.
[Sept-2022] Nothing hits our taste buds better than a colourful candy display on the counter of a bakery or on the shelves of a supermarket, right? Let's look at the display options for the confectionery, candy, and gum category.
[Sept-2022] Gold for a window display for Yves Rocher and bronze for a golden display for Tiger Balm. Oh yes, the latter was a Belgian story at the Popai Awards in Paris. Very proud of this recognition. Thanks to the client teams for their confidence. Congratulations to the POPAI France teams for an unforgettable evening. Thank you.
[Sept-2022] Point of Purchase Association International, or POPAI, the Chicago-based industry organisation that brings together advertisers and providers interested in retail marketing, changed its name to SHOP! Since then, local affiliations have gradually followed. As of sept-15th, one of the main European circuits, POPAI France, has become SHOP!
Fun fact! At the same occasion, the awards will change. When in the 1600s ships from America began bringing tobacco back to England, a carved Indian was used in front of the tobacco shops so that passers-by would know what was being sold inside. The cigar shop Indian is considered to be the 1st point-of-sale advertising material. Following demands of our Amerindian friends, we say "au revoir" to the cigar shop Indian, though we were happy to have received two of the last ones.
In supermarkets and hypermarkets it’s not easy to stand out amongst similar items. Clients do not purchase a product they do not see, by definition. That's the challenge in a nutshell for any primary placement in retail. Brands can use shelf-based POP materials to overcome the low visibility on shelves. In the video you see our latest creation for this type of extra-visibility solutions:
Some advantages: ✅ the width can be adjusted to the allocated space; ✅ a perpendicular shelf-stopper intercepts the attention of scanning shoppers to finally “stop” them; ✅ creating disruption on busy shelves, it plays a role in stimulating impulse purchasing behavior; ✅ 100% tailor-made to meet the brand’s DNA, it increases the appeal for the products on display.
Click below to read more about on-shelf display materials.
[July-2022] To convey a message, a mood or a ‘vibe’, point of sale vehicles create all kinds of signage or visual communications at the heart of the point of sale, the ultimate place for purchase decision. Brands know that graphics and imagery influence buying behaviour.
[June-2022] Early this year, GOED pharmacies launched its monthly magazine, featuring among others promotional offers for the well-being range. GOED entrusted us with the challenge to translate this experience to the pharmacy. We proposed this set of four floorstanding display materials. Solidly constructed in metal for a longer life, they are equipped with a transparent box to hold various articles, and a replaceable cardholder. Because of their size, they can be used just about anywhere in the pharmacy.
Click below to read more about product advertising in pharmacies.
[June-2022] Let's face it. Shopping consumers are not easy to impress. Always in a hurry, they make decisions in the blink of an eye, almost automatically. Some in-store initiatives have the power to stop them in front of an offer. To be effective, there’s no need to shout. It’s all about offering that magical - yet complex - balance between product, branding, display, materials, colours, and graphics. And then, the miracle happens: seeing is buying.
Yesterday, a jury of marketing experts nominated our Tiger Balm counter-top display for the prestigious POPAI Award. Thank you for this nomination!
[June-2022] In grocery stores, food and beverage brands want to sell their offer in the best conditions possible. They can use various merchandise techniques to present articles, sets or assortments, and to seduce visitors. The potential is great, but how to succeed food and beverage merchandising in hyper and supermarkets?
Click below for a demonstration, tips and tricks with examples.
[June-2022] Which extra-visibility tool is best to launch a novelty in retail? For the introduction of Milka's hazelnut spread, Mondelēz International chose to deploy our 360° tower display.
Solidly made from Milka purple metal, it offers 360° product exposure on 5 levels. Embellished with recognizable imagery, its communication power remains excellent regardless of its location in-store.
This display initiative has been a huge success, because of its ease of installation, the enthusiasm of Mondelez’ representatives and its impact on shopping consumers. Easy to dispatch, easy to install, easy to replenish; that’s the challenge in a nutshell for any successful merchandising support.
[May-2022] With home accessories for every room the Riverdale brand is dedicated to fashionable living. Riverdale translates passion for style in this high-end presentation for its home fragrance set, which includes diffusers, candles, sprays and refills. This low double-sided gondola is a pleasure for the eyes, made of metal and wood with gold and marble accents for an ever-changing collection in a luxurious setting. We saw this POP installation in a garden center. Job well done, Riverdale!
[May-2022] Since the pharmacy is the place where healthcare professionals provide impartial advice to patients, product advertising remains delicate. Stocked with merchandise at the fingertips of visitors, display materials are powerful three-dimensional advertisements for themselves. They play an important role in promoting sales. In this article we take a closer look at the locations that the display solutions can conquer.
[May-2022] Our favorite type of display is probably the glorifier. Creating a 3-dimensional visual experience, a glorifier sets the perfect scene to theatrically bring out the product’s qualities. Allowing for unrivalled creativity, this display material offers a unique chance to innovate with eye-rubbing shapes. After all, your point-of-sale devices are the expression of your brand's creative force. Make it pop! The best way to attract and convert prospects is to WOW! them.
We made this glorifier for Champagne Nicolas Feuillatte's Palmes d’Or, the prestige vintage brut from the brand that inspires to break free from codes and conventions. It's entirely made of solid metal for a longer lifetime.
[Apr-2022] Countertop display plays an important role to promote impulse driven brands and products. But how to develop a countertop display that drives sales? That convinces and leaves a lasting impression? And what are the different types?
[Apr-2022] Shopping for makeup and cosmetics is one of the most sophisticated, yet intimate, buying experiences. The items are divers, small, often irregularly shaped, with atypical packaging; the risk that something goes wrong in an selfserve, or open-sell, scenario cannot be underestimated. Retail displays are an important part of the beauty industry. What’s the recipe for an effective makeup fixture? We are happy to share some tips and tricks for the most glamourous display solution.
[Apr-2022] The construction materials company Knauf innovates with PerfectWall, the 1st complete wall system. The innovation is introduced in DIY stores with this comprehensive shelf-on-shelf communication. An interactive tool allows amateur DIY enthusiasts to consult a large selection of surface ready decorations. A real attention grabber, build around a friendly, neighbourhood DIY expert. And of course, it looks great.
Click below to read more about POP display solutions for DIY, home & interior.
[Apr-2022] Easter is the perfect time to celebrate the tender blossoming of the meadows ... colourful flowers spreading ... the awakening of the bees. We were honored to join in on the Neuhaus’ team to make this Easter window display. In the center of attention yet another piece of true craftsmanship created by Neuhaus’ Maîtres Chocolatiers, an astonishing 100 kg chocolate beehive in a glorifying spring setting. The hunt for chocolate Easter eggs is open, and not only for the youngest. Happy Easter Holiday to all!
Click below to read more about store window display solutions.
[Apr-2022] Just as they do for retail stores, spirit producers and distillers are looking for effective ways to stand out in bars, pubs, restaurants, and hotels. To arouse desire and curiosity, or to reinforce notoriety, display materials can provide a cost-effective solution to differentiate premium brands and to bring visitors a memorable experience. Read more
[Apr-2022] We saw this display material for Wooderful life’s music boxes in a specialty toy store. Made from sustainably sourced wood, each set is associated with heartwarming music. Wooderful life’s cabinet combines ageless design and interactivity: a small touch device allows the younger shop visitors to let the melodies flow onto the shopfloor. It’s classical wooden design invites to fall in love with wood again! With its bright light, this quality offer will not get unnoticed.
Le French Make-up Retail Shelving
[Apr-2022] This shelf for the make-up range of the brand Le French Make-up is made of acryle and metal with interchangeable visuals. It is also equipped with led-lighting and storage for products that could not be placed in the rack. Le French Make-up has been successfully launched in supermarkets and hypermarkets with three types of shelfs by Pilotes: 650 and 950 mm wide, and a power wing.
[Feb-2022] To highlight its environmental design, this countertop display for PANASONIC’s Eneloop is produced from unconventional natural materials: bamboo, cobblestone, natural resin, moss and bark. The design corresponds to the identity of this range and is based on 100% recyclability.
[Jan-2022] Carrefour has just launched its very first connected convenience store in Paris. And unlike other models, the customer does not need to register. The artificial intelligence, developed by the Californian start-up AiFi, creates an avatar of the customer who will be observed from the beginning to the end of his or her shopping journey. To pay for their purchases, customers go to one of the touchscreen tablets, capable of listing in a second their shopping basket. All that's left is to pay, obviously contactless. Read more
[Jan-2022] According to environmental psychologist Paco Underhill (Why We Buy: The Science of Shopping), North American shoppers better understand how stores work and what goes into package design and marketing. As the pandemic lingers, they can become smarter, heathier consumers. Underhill thinks it’s time for some basic changes both in retail and in how consumers acquire their daily bread. Read more
Visibility within linear shelving
[Dec-2021] Point-of-sale communications appeal to shoppers who rush down the aisles looking for what they have in mind. Display materials are also found on the shelves, the most prominent retail locations. A décor, a podium or an activation frame are examples of the freedom brands can give themselves to break the monotony. To glorify its primary placement, to communicate on categories, segments or features, the options are multiple to give a product or brand a particularly visible presentation within the linear shelves.
[Dec-2021] The main purpose of window dressing is to attract the attention of passers-by and entice them into the shop. But what is the recipe for an effective shop window? Follow our eight tips to create the most prominent retail marketing tool. Read more
[Dec-2021] 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
POPAI awards 2021
[Oct-2021] [Back to the POPAI Awards contest 2021] 5 out of 5 POP-materials nominated for PILOTES. Today, let’s focus on: TASTING SET for Diageo in the category Counter-top Liquor.
Terroir driven whiskies are the new liquid gold. But how to appreciate a complex palate? Here’s the oldest trick in stores: try before you buy. But shoppers don't want to spend hours learning how to experience your product... everything has to be super user-friendly!
Diageo commissioned us to create a tool that encourages visitors of specialty stores to taste malts in the absence of the master. Made from PMMA and wood, this counter-top material orients users through the terroirs and ingredients. Each brand is presented with its tasting flask.
POPAI awards 2021
[Oct-2021] [Back to the POPAI Awards contest 2021] 5 out of 5 POP-materials nominated for PILOTES. Today, let’s focus on: FRAGRANCE TO GO for SEPHORA in the beauty category.
Small formats “to go” develop extra sales for the fragrance category. To attract attention for this exciting offer, SEPHORA wanted to develop a specific gondola that fits every store. SEPHORA's teams and ours co-developed this ambitious novelty. It’s made of metal, integrates impactful lighting, innovative merchandising increases visibility, communication spaces allow for brand expression, commercial success guaranteed.
Countertop display Oak Organic
[Oct-2021] You only get one chance to make a first impression. Point of sale marketing is no exception! We created this countertop display to mark OAK’s introduction in pharmacies, a new premium brand of essential oils. Green lacquered to inspire nature, a solid metal frame guarantees a longer lifespan. The wooden parts arouse experience and quality. The colourful images are eye-catching. OAK dresses up for its introduction, commercial success guaranteed!
We created this countertop display to activate the Tiger Balm brand in pharmacies. It combines bamboo and metal for a premium long-lasting presentation of five natural balms. A golden front with an embossed logo conveys the brand's notorious history. With its consistent and recognizable color palette, this dynamic offer will not go unnoticed by clients. Seeing is buying!
[Sept-2021] This large library for small perfume bottles "on the go" distinguishes itself at the point of sale through its flasks, communication and original merchandising. Luxury at a low price in a well thought-out wall display.
Van de Velde: Spinner counter display
[Sept-2021] Elegant lingerie with a perfect fit, these are the benefits of two sporty lines for PRIMA DONNA and MARIE-JO. Elegant and pristine design for these displays that perfectly introduce the innovative assortments! Together with the marketing team of Groep Van de Velde, we designed this spinner for the counters of specialty lingerie shops. To embody the target group of each brands, pictures of women with confidence and charme cover the sides.
[Sept-2021] Due to its commercial success, CAPTAIN MORGAN has to deal with stock outages on the shelves of supermarkets and hypermarkets. Clients find this very irritating. Our teams have developed this durable unit with authentic materials. They can be used as shelf extensions. Eco-designed with 100% solid pine, it is reminiscent of the legendary rum boxes found in pirates' lairs. Add fun and friends, and you are all set for a great party with CAPTAIN MORGAN.
[Sept-2021] In supermarkets, on-shelf display units are powerful communication solutions. They bring brands to life in the limited space of the shelf. This POS material, which we spot in the supermarket, combines fine metalwork, natural wood, and print. It separates the offer from neighbouring competitors and sets it in its own brand universe. In the liquor category, it can be important to secure the negotiated physical space - the retail shelf is a battlefield for brands.
There are a thousand ways to appear on the shopper radar. And new possibilities keep appearing - some are louder than others. With shoppers increasingly cynical and resentful of advertising, motion is a powerful option. When used in smart and subtle ways, and as long as it gives meaning, motion can effectively appeal to prospects, and attract and focus their attention to an offer.
Together with the Neuhaus marketing team we developed this big wheel to communicate its newest chocolate experience. With the Chocolate Duets, you can customise your own, personal praline. Pick out one of the six generously filled toppings, match it with one of the six refined chocolate bases … and yummy!
[Sept-2021] Welcome in the store where you leave empty-handed: parquet, vinyl and laminate flooring, rugs and carpet, tiles, wallpaper and paint, window decoration and all types of fabrics, … In the showrooms of home furnishers you order the decoration materials from samples. Instore communication solutions, such as POP display materials, can present sample boards, books, swatches and inspiration. Let’s have a look at the benefits of displaying; together with a selection of materials with which we've been entrusted.
[sept-2021] We look forward to seeing you from 5 to 7 October to share this moment during which European POS professionals will show their know-how and present their achievements of the year. We will be delighted to meet you on stand B44 of the exhibition of all the POP-marketing solutions for brands and retail: POS, activation, shopper design, digital, merchandising ... Every two years, Marketing at Retail is a unique opportunity to meet nearly 250 exhibitors, together with the participants to the prestigious POPAI Awards. Come and discover the latest retail trends and innovations. See you soon!
[sept-2021] On October 5th, at the start of the Marketing at Retail show in Paris, an international jury of marketing experts will evaluate the entries for the POPAI Awards. This contest is the outmost European forum for the best instore creations. An award in one of the categories stands for the appreciation of the marketing profession for the expertise of an instore specialist. Pilotes will present 5 materials in different categories. Fingers crossed!
[Aug-2021] We spotted this display in the airport terminal. Island displays are the most powerful. They break the path of store visitors, who run into them, so to speak. This display presents a number of small-format personal care items that comply with hand luggage safety regulations. A dynamic presentation with high trays and dividers keeps the diverse range neatly organized at all times.
[Aug-2021] VITRY has extended its know-how by launching a line of cosmetic products. To respect the planet, its new range of Be Green varnishes is formulated with bio-based solvents. The vegan assortment is introduced with this eco-designed counter display, entirely made of FSC certified wood.
[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] Anyone who has hosted a game night over video chat or ordered groceries to be delivered at home for the first time understands how profoundly the COVID-19 crisis has changed our behavior as consumers. But which of these changes will stick? From COVID-19 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 presentations are vectors of emotion and authenticity. Wood can add a natural touch to your POP strategies. Aesthetic and durable, wood is particularly suitable for subliming 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 play table 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 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.
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.