InContrast’s winning designs scoop 8 POPAI Awards in one night
InContrast (UK subsidiary of the STI Group) remains on top form this year with its customers taking home a total of eight POPAI awards, more than any other supplier at the POPAI UK & Ireland Awards gala event, which was held in London on 4th October.
The company was also the only supplier to win gold POPAI Awards in both temporary and permanent categories, demonstrating the power of its shopper-centric approach to display development. InContrast took the gold for both its Nivea Q10 and Kinder Halloween temporary displays, and also for its ground breaking Marmite permanent gravity feed unit.
‘When we introduced permanent materials into our UK prototyping and manufacturing capabilities last year, we knew it was only a matter of time before our designers built a name for themselves in this arena as well,’ says Paul Clarke, managing director of InContrast. ‘Unlike many other suppliers, we don’t see temporary and permanent display as separate strands needing distinct teams or different treatments; we start by understanding the brand and the shopper, and then solve retail challenges using whatever materials are most appropriate for the task.’
InContrast also took two silver awards on the night, one for its playful Thunderbirds Magazine Rocket and the other for its strikingly shaped Comfort Intense launch display. Two bronzes were also awarded for its innovative Pot Noodle floorstand and permanent Lynx Trilogy Tray. To cap the event, the gold-winning Nivea Q10 Arch was singled out for further praise and won the Bronze Display of the Year award for Temporary Display.
‘It’s the third year that we’ve won a POPAI Display of the Year award, acknowledging just how well we execute concepts in store,’ says Andy Starr, InContrast’s sales director. ‘Even our most imaginative solutions remain grounded in commercial objectives, and this is what continues to bring our customers success year after year.’
The POPAI judges commented that the Marmite display overcame issues ‘brilliantly’ and was ‘genius’, while the Kinder display ‘incorporated LED technology and clever detailing’ to demonstrate ‘impressive sales uplift.’ The Q10 Arch was lauded for achieving the triple win of ‘impact, interruption and increase in sales’ whilst also delivering a ‘good halo effect across the range’. Shoppers appeared equally impressed with the winning displays as evidenced by sales uplifts of up to 500%, while retailers gave their seal of approval by accepting up to a five-fold increase in the number of displays placed in store.
‘We’d like to extend our sincere thanks to all our customers for working so closely with us on all our projects this year, not just our POPAI winners,’ adds Paul Clarke. ‘This direct connection with clients is what fosters the best understanding of each brand and the challenges they face, and this insight is essential for each display to be truly effective in store.’