It's estimated that 70% of purchasing decisions by consumers are made when coming face-to-face with in-store point-of-sale. In my opinion this is probably an optimistic figure many hope to achieve when it comes to evaluating the efficacy of their standard point-of-sale material. You might be ticking a box by having a bulky pull up banner on display next to their product, but does it make the product or the campaign memorable?
We all know that the restraints of many projects mean our creative teams have to come up with point-of-sale material while working against time and limited budget. They can either choose to see this as a restriction to their creative thinking and revert back to traditional in-store collateral or it can force them to come up with a memorable solution that adapts to the environment that consumers will remember and interact with.
As designers we are expected to deliver well-designed and beautiful material to our clients but our main purpose is also problem solving and making sure the material integrates well with the product. Point-of-sale material should not be seen as an add-on but should allow the consumer to interact with the product - a short interaction but a lasting experience.
This is exactly what Grey Design did for a highly successful SMEG in-store dishwasher promo. We used the premium brand product itself to communicate the promo - not just with an expected vinyl decal on the outside, but with collateral on the inside of the dishwasher. Illustrations were coloured and die-cut to create a 3D, mini theatrical scene of Italy, using sections of the dishwasher baskets for support. A decal on the door encouraged customers to open the appliance to see the pop-up book inspired scene. Leaflets with competition mechanics were placed in the cutlery basket.
Altogether, it worked wonderfully - the consumers' interaction with the product drew attention directly to its unique features. It also educated the consumer on the Italian origin of the brand and the quality of the products they produce.
It ticked all the boxes in terms of point-of-sale requirements but it also generated entries and a massive increase in sales. This niche, premium dishwasher suddenly sold higher volumes than all of their competitors for the duration of the promotion, with SMEG growing its dishwasher market share from 3% to 5% and its market value from 6% to 10%.
It just shows what a bit of bold originality and "thinking inside the box" can do!
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