Retail chain SPAR is constantly working to deliver its customers high-quality and healthy products from its two house brands, SPAR Vital and the organic-focused SPAR Natur*pur.

To present selected products from these two house brands in ways that gain attention and promote sales at the individual SPAR stores, the chain called on the STI Group's industry-leading expertise in custom POS solutions.

What followed was close work with the chain to engineer display concepts that fit the specific products and put a clear focus on health and sustainability concerns. This started with the use of FSC® certified materials (Forest Stewardship Council®) to product the display. All materials bearing this seal have been harvested through sustainable forestry.

Sustainable display concepts

The promotional placement for SPAR Vital's vitamin-rich dried fruits draws on the contours of the packaging itself, using curving lines to symbolise dynamism and vitality. Self-supporting trays offer the shopper access to the merchandise from three sides. The floor display for Fair Trade chocolate and fruits from organic farms stands out for its tidy design that invites shoppers to take the product in their hands. The POS experts at the STI Group decided intentionally to avoid standard, angular shelf displays, and instead opted for an organic form that underscores the natural origins of the products.

Off the shelves – Into the aisle

Both examples show that displays can tell stories at the POS and turn shoppers into buyers. Retailers recognise the sales bump these displays can provide and are using them not just to sell name-brand items, but also their own house brands. The effect works best when POS concepts are integrated into the marketing mix and tailored for the requirements of product, target audience and retail chain alike.