The tension was high as the best POS solutions in the UK and Ireland for 2011 were feted at the late-October POPAI Gala in London. STI Line was proud to take home two awards.

A distinguished jury bestowed a silver POPAI Award for a modular promotional display for Max Factor, Olay and Gillette. The efficiency and flexibility of the innovative system for the P&G brands was especially important in winning the hearts and minds of the POPAI jury.

Silver – Modular POS concept reduces costs for P&G brands

"We're especially pleased with the award for this demanding concept", explains Paul Clarke, Managing Director at STI Line. "The cosmetics segment is constantly shifting, and our modular system accounts for that. The Max Factor, Olay and Gillette brands can be presented to shoppers in new looks fitting the current promotion – with little extra time and effort required".

Flexibility is key here, because displays are designed for different brands as well as use in different retail chains". The system is also flexible in terms of product presentation – the module elements offer numerous combination options, with shelves and top signs ready for flexible repositioning.

The new concept does more than just save resources, it also saves on budget. It is no surprise that the concept was then adapted for additional Procter & Gamble brands.

Bronze – Ariel convincing for look and interior value

A larger-than-life Ariel detergent bottle took home the bronze. The display was launched for the product introduction of a new stain removing gel and rounds out the brand's presence in stores. The display draws on the familiar tactic of reproducing the product itself in an oversized version. The real challenge for STI Line was imitating the unique design of the new Ariel bottle to the greatest degree possible. "We needed to convincingly replicate the curving look, without losing stability", says Paul Clarke of the problem posed to the designers. "The thin plastic jacketing mimics the look of the product perfectly and also makes the display both shock and water resistant at the same time - as well as more durable at the POS".

In engineering the display, the designers at STI Line had to harmonise a number of different requirements: Because each shelf would be filled with up to 18 kg of product each, the display had to achieve a tremendous degree of stability, yet still afford shoppers easy access to the product from two sides. The team's success in meeting these challenges was put paid by the bronze POPAI award in the category of "Grocery & General Merchandise“.