The stationary retail trade has not had an easy year so far: hoarding, distance regulations and compulsory masks have changed shopping in shops considerably. Many brand manufacturers are now facing the challenge of boosting their sales business in the stationary retail sector and getting customers excited about shopping in-store again. Here, secondary placements for the point of sale (POS) make a valuable contribution.
Schumacher Packaging, one of the largest family-run manufacturers of paper-based packaging solutions and displays, shows what this looks like in practice - with the following three tips
Tip 1: Simply transform standard displays
In order to revive the POS promotion in the most uncomplicated way possible, modular displays are particularly suitable. Based on the CHEP quarter pallet 600 x 400 mm, the system display of the Schumacher Packaging Group at the Dutch location Breda offers a variety of individually combinable components for this purpose. Depending on the size of the products, stacking trays, dispenser boxes, chutes or hooks can be combined variably together with the casing and top label. The system display is therefore suitable for the presentation and bulk sale of almost all goods - whether light, heavy, standing or lying down. This type of secondary placement is also convincing in terms of price and delivery time, as development times and tool costs are eliminated. Depending on the product and campaign, the display is individually printed, which is why it is a cost-optimised secondary placement option for both medium-sized companies and large renowned brands.
Tip 2: Realise perfectly fitting campaigns through digital printing
Many brand manufacturers are currently working on new campaigns to
To encourage shoppers to buy in a more targeted manner when shopping in a retail outlet. With the innovative digital printing technology at Schumacher Packaging, it is possible to split identical display runs into partial series and provide them with different printed images for different seasonal, regional and promotion-related POS campaigns. In this way, even smaller campaigns such as competitions or seasonal mini-events such as Halloween are staged in an eye-catching way. Different display motifs can be used to advertise one and the same product all year round, thus constantly attracting new attention from the buyer. From Valentine's Day, Easter and Mother's Day to the start of school and Christmas, chocolate is almost always in season and there are many occasions to create wow effects with the help of a display. So brand owners can run many smaller POS campaigns until the end of the year: They simply select a display model and divide it into smaller editions with the respective campaign motif. As no printing plates or clichés are required, there is no need to produce them or dispose of them. This protects the environment, reduces costs and brings new promotions quickly into the shops.
Tip 3: Special promotion campaigns with theme worlds and life-size displays
Many products from the food, confectionery and beverage sectors, as well as barbecue accessories and pet supplies, were in high demand during the lockdown. Overall, however, the buying mood in the stationary retail sector has declined significantly. Although online shopping is more impersonal and they cannot see, try on or pick up the product in person, many consumers have switched to online shopping. To reverse this trend or at least counteract it, real advertising hits are needed at the POS: large installations such as the chocolate ship, the Coca-Cola bottle or elaborately designed displays that convey a special shopping experience. They are important brand ambassadors that literally cast a spell over the buyer at the POS. If this promotion is then accompanied by online advertising in social media, for example, the first step towards the shop may not be far off. These unique displays are developed and produced in the creative forge of Schumacher Packaging in Breda. Whether counter displays, promotion campaigns or display shop theatres: with individually designed secondary placements, branded products leave a lasting impression on the shopper and provide important incentives to buy.
Boosting sales again with sustainable displays
In order to increase sales through "analogue" shopping again now, more than a reduction in VAT is needed. It is necessary to remind customers of the advantages of stationary retail and to address them emotionally. The aim should be to convince them of the product diversity, to inspire them and to meet their sustainability awareness. After all, on-site shopping offers them the opportunity to experience products live. Attractively designed displays attract much more attention than shelf goods, which are always in competition with other products. If the former are made of recycled corrugated board, a brand scores extra points with all those customers who want to live more consciously and responsibly. Schumacher Packaging supports branded companies in "extended product responsibility" in accordance with the Packaging Act and ensures that the displays can be returned to the raw material cycle. In contrast to other materials, paper-based displays can be recycled easily and in an environmentally friendly way, which reduces disposal costs. In addition, their low weight makes them easy to transport and simple to set up. Thanks to their sturdy construction and robust surface, they will reliably withstand the campaign period. State-of-the-art digital printing allows natural-looking designs of the highest quality, such as woven structures, wood or stone look. In this way, original designs can be created that are adapted to seasonal or regional characteristics and at the same time emphasise the aspect of sustainability. This makes consumers feel particularly attracted and more likely to identify with a product.
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