Retail-Ready Display for Houdek sausages

Houdek is known for original Bavarian meat and sausage products. For two years the company has been using POS communication with great effect to attract consumers to its products. According to Marketing Manager Olaf Hakenbeck secondary placement is an ideal way of conveying the positioning of the products clearly: "A shelf places goods, but a display can tell a story. We have been concentrating on theme-related displays for the last two years. Sales volumes are constantly growing and the sales levels are confirming this strategy."

Their new display “Moments of pure enjoyment” is offered to retail partners within traditional food retailing. The initial feedback is very positive, the main reason being that the display was pre assembled and can be placed without any additional handling.

While creating the display the designers decided not to have a header and opted to place the brand communication on the plinth area. The display combines logistical and promotional aspects meeting the requirements of the retailers for easy handling at the POS. These Retail Ready Displays are enhancements of Shelf Ready Packaging.

Besides the retailers’ requirements, the designers focussed on customer needs and wants. By using the diagonally placed boxes and the hanging device on the rear board the display creates buying impulses.

"Our displays are attention grabbing and attractive. This results in producing a positive image for the Houdek brand and then customers buying it" Hakenbeck pointed out.

Positioning the easy way: Open up the outer packaging and the display is ready to use. We decided not to have an upper signboard and instead put the communication in the plinth area. A new approach is displaying the sausages by combining the position.