2023-11-20

Secondary placement at the POS – what is important in display design and production?

Secondary placement at the POS – what is important in display design and production?
 
Author:
Managing Director Media Concept Group

In food retailing, we have known for many years the secondary placement of products as a successful model for additional sales. In addition to four metres of shelf wall of a brand with chocolate and chocolates, we find seasonal secondary placements or special offers of the same brand in one or two other places in the supermarket. These are usually presented on attractive disposable cardboard displays. In this blog post, we highlight opportunities for the green sector and offer an insight into concept development.

Display development is a complex task and is divided into the following concept steps:

  • Definition of the products to be offered on the display (dimension, weight, number).
  • Definition of the target groups – if, for example, sales to major distributors are envisaged, where there are certain specifications regarding the total height of secondary placements 
  • Digital development of a prototype
  • Production of a sample display that is used for a test placement
  • Graphic design of the display
  • Printing and production of the display
Combining graphics and technical execution
We take over the entire project management and advise our customers in all steps up to the delivery of the finished display.
The connection of graphics and functionality is particularly important. The following example demonstrates this very well:
  • The upper shelf is enlarged and extends beyond the base area of 60 x 40 cm - a product is shown unpacked on this shelf.
  • The basic colour of the "Papa Papillon" brand can be found on the top board, the side panels and each shelf.
"Papa Papillon" sales and presentation display
"Papa Papillon" sales and presentation display

Load capacity
Displays are usually made of corrugated board laminated with cardboard. The number of layers of corrugated cardboard and the construction result in the stability. The following example shows a so-called "heavy-duty display". Each shelf can carry up to 25 kg - the entire display 125 kg. This is possible without "bending" of the individual trays.

Heavy duty display for plant care products and fertilisers 
Heavy duty display for plant care products and fertilisers

Counter displays
Of course, it doesn't always have to be the so-called ¼-pallet displays. Especially for smaller packages, e.g. for seeds or plant care products, 60 x 40 cm counter displays are ideal.
In the following example, flower mixtures are offered. The different varieties are separated from each other by cardboard strips. With a matching outer box, the product can be shipped very easily.

Counter Displays "Bodensee Blütenträume" and "Papa Papillon 
Counter Displays "Bodensee Blütenträume" and "Papa Papillon

These examples show how diverse the possibilities for displays can be. We look forward to the dialogue with you and will be happy to create a concept and an offer - tailored to your products. Get in touch with us.

 

Author:
Robert Wacker
Managing Director Media Concept Group
Robert Wacker has been working in the green industry since 1980. For 20 years, he has been developing marketing and sales concepts for breeders, producers and retailers. As Managing Director of all international affairs for the Media Concept Group, he regularly writes articles for this blog..

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