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.
POP marketing is approached here from a practical and operational angle.
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 Moët Hennessy Diageo (MHD) 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!
Moët Hennessy Diageo (MHD) 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 colourful 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 ...