For leading FMCG companies, a complement to building image are special expositions in stores.
They fulfill several tasks at the same time:
- They confirm the uniqueness of the brands and products themselves to the Shopper.
- Visual or In-Store Marketing, complement the ATL campaigns, giving a unique possibility of physical contact with the message of the campaign.
- They give manufacturers the opportunity to offer retailers exclusive actions, strengthening their mutual relations and often optimizing the costs of obtaining large exposures in the best places in the store.
- Retailers often receive promotional campaigns (contests / lotteries), targeted only at their clients.
The challenge for Trade Marketing departments is to optimize the costs of such actions, the versatility of applications in different store realities and often, the maximization of stock and product sales during the action. It is also worth remembering the need to control the actual quality of the actions being carried out, because each time the costs of those are very high, and at the store level the realizations vary. And here comes the use of modern exposure control tools based on "image recognition", such as PRO.Display.
