In the scope of supporting its novelty “darkmilk”, Milka introduced a highly modern POSM "in-store theatre" set, which consists of a topper, shelf liners, dividers, a floor sticker and is also backlighted.
In the scope of supporting its product “Joy Fills”, Milka introduced a highly modern POSM set to shops, which consists of a topper, shelf lines, dividers, a floor sticker and is also backlighted.
Every food brand, when elaborating its exposition materials, has to take different types of shops and locations of the exposition into account.
Large corporations take the additional specificity of various markets into account, preparing ready-made sets of solutions. In such situations, it is very important to maintain the consistency of form and communication for completely different types of POSM. The photos below show a very interesting example of consistency in actions taken by Nestle: a large floor expositor in hypermarkets and small exposition basket in supermarkets and independent shops.
This is an important question because the target group is quite different.
However, in this sales channel you must clearly differentiate between a Consumer and a Shopper. Shoppers are simply people. They are driven by the same trends and expectations as when they buy products for themselves. There are people who know what is best for them and they ignore it, but when it comes to their pet they do not compromise since they are ruled by emotions and a sense of responsibility.
The Martini brand, which belongs to the Bacardi concern, has recently introduced Martini Fiero, a new flavor of vermouth.
This is a very well-known brand and yet its customers had to wait up to 40 years for a new flavor.