Outside-In: The clever display container
COMPO undertook a redesign of the ¼ and ½ displays that were already established at the POS to bring new momentum to the retail business.
The forward-looking generation of displays promote sales of products in both a full and partially sold-through state.
The key is maintaining 'attractiveness for half-empty cartons': the display should underscore the brand impact until the last unit is sold. The creative solution devised by the STI Group product development team is called "outside in". It involves a display container whose front side can be removed and then optionally re-inserted as a poster. The management at COMPO considered it crucial that the poster be designed for as solid of a fit as possible on the display to prevent it from simply being removed by the retail store.
The extension and continuation of the poster along the entire rear wall offers another benefit: distortions of the poster, as frequently occurs in the highly humid conditions often found in construction markets, is kept to a minimum.
Strong brand impact
Because in most cases the snap-in poster is covered with a product-specific crowner, the COMPO brand is to be kept as present as possible even as the display is gradually emptied. Hence the large COMPO logo was added to the crowner on the interior. The high-quality, modern look with an attractive plant motif converts the display an attractive eye-catcher in the gardening department.
The front side of the display container is separated during the initial filling with merchandise and is then reinserted behind the goods (image left). This creates the optical impression of interior printing, and the poster is automatically integrated. The clever display container can optionally be placed at the retail venue with a snap-in (photo centre) or slide-in (photo right) poster.
A display for various stock levels
Depending on available installation surface and presentation options at the POS, the poster can other be slipped or snapped into place. The new COMPO display can be filled with merchandise from various product classes, including bags, bottles and cartons.
"Interior printing" without added costs
For both variants the inserted rear piece creates the optical impression of multi-colour interior printing, even though that structure involves no added costs whatsoever.