The answer to "Saturday's actions" of hypermarkets -10% and discounters.
Super strong promotion "you spend minimum 12 EUR, and you get a 10 kilo watermelon for 1 cent" (the value of a product is about 4,5 - 7 EUR) and much less strong BTL communication.
Several references to the standards of communication with the shopper:
1. Wording: The word "butcher" next to the watermelon image, introduces a communication dissonance - the picture is at odds with the text (the word butcher is still associated more with meat than with watermelons);
2. Colour: A cluster of pink colors - watermelon, price and the "butcher", distracts attention on three elements;
3. Humans are visual beings, so probably it would be better here to put a picture of a "1 cent" coin instead of "0.01", plus this solution would deal also with the 2nd point;
4. Consistency: The letter "ó" in the word "Arbóz" looks rather like a typo error, although inside of the store, on smaller materials, instead of the letter was a small picture of watermelon - it is a lack of consistency.
With such strong and costly promotions, it is worth to ensure the quality and consistency in communication with POS Materials.
