Integrated communication: From soloist to orchestra
Brands fight over customers and the final battlefield is the point of sale.
With up to 150,000 POS in Germany alone companies are forced to produce a huge effort to cover the entire market. The result is that armies of field staff systematically comb the supermarkets, specialist retailers, petrol stations, shops and kiosks. They are armed with cartons, displays, stands and mobiles and all have the same aim, to create a lasting and visible presence at the point of sale.