The POS has increasingly taken centre stage when it comes time to binding consumer experiences with specific brands.

Broad market penetration depends on ensuring that brand names are continuously encountered and that their long-term presence is maintained at all POS locations. This is why primary or shelf placements have becoming a focal point. Every brand manager wants his or her products highlighted, and this is something retailers can no longer afford to overlook. The cosmetics industry has been applying this approach for many years by delivering small-scale shop-in-shop formats. Food and drinks manufacturers now are also looking to adopt the approach for their own brands.

Distant Attraction

Themed shelf placements represent a tremendous opportunity for prominent brand names to make their mark. Kraft Foods of Eastern Europe is one such example; proving that turning a entire section of shelf space into a Milka themed display can be done at minimal expense and without any costly restructuring work. A three dimensional cowbell placed on the shelf attracts consumers from a distance to the world of Milka products.

Sales Promotion on the Shelf

The effect can be created in a number of different ways. STI works closely with retailers to determine what works best – from movable shelf crowns, shelf inserts and lighting elements to poster frames mounted on the shelf to highlight a product like the 'yogurt of the month'.

Structures, frames or inserts mean shelving can be modified to meet product and brand specific requirements. Milka products on a 3m long shelf – sales promotional elements transform the shelf into a Milka display experience.