Packaging fulfils a number of basic (protective, handling) as well as marketing (visual, promotional, informative, psychological, aesthetical etc.) functions. In the world of modern packages the basic functions are taken for absolutely granted and an always increasing emphasis is placed on marketing functions. Marketing support of a product, is however, by far not provided by the package only, but also by other means of media, visual or product communication. An important product support is provided to the product by displays. And displays, together with other product POS tools, will not be missing from the OBALY (PACKAGING) and REKLAMA POLYGRAF Trade Fairs either.
A display is usually a non-standard matter; its structure is therefore based on essentially different grounds than standard structures of packages. The attractive and high-quality (in terms of production) designs of displays contribute also to the actual general atmosphere of the shop or a part thereof. In order that this atmosphere can be perceived by customers positively, it is necessary to maintain the visual style and brand in the point of sale.
In case of a display, a great role is played by its unmistakeable appearance. Like packaging, also the presentation stand “communicates” with customers and offers them a story supporting the interest in the product offered.
The stand design should raise interest, enthusiasm and other similar emotions, nevertheless it is always necessary to realise, on the other hand, that due to its originality it must never override the interest in the actual product. This is connected also with the so-called synoptic, comprehensible design which does not communicate on its own only.
Cardboard displays
Cardboard displays are produced on both European and Czech markets by a number of large as well as small manufacturers. The most important ones of them include STI Group, which is a holder of many prestigious international as well as national awards (e.g. last year it was the Package of the Year). In the company’s offer it is possible to find both permanent and sales stands, decorative POS and columns, special promotional tools, digital signage etc. The company works with modern digital technologies as well, and therefore it is not impossible to develop or produce for it displays with an added value tailored to the customer. A large interest was raised already some time ago by the interactive type of the POS, which is a display with an integrated transmitter, known as Beacon, which sends messages to smart phones and enables e.g. in-store navigation directly to the given stand or intermediation of various information, whether with regard to advantageous offers, consumer competitions, news etc.
POPAI to be present at the Exhibition Centre as well
POPAI is an international non-profit organisation, whose mission is marketing support in the point of sale and its representation in the form of POPAI Central Europe, which is a Central-European branch of the world association, and will be present, like usual, at the Exhibition Centre in Letňany too. POPAI CE organises the POPAI AWARDS competition for the best advertising means in the field of in-store communication. On the occasion of this event it is of course possible to present not only displays of the cardboard, but also of a number of other materials, often also in demanding material combinations. For example, 109 implementations in 20 competition categories were presented last year within the framework of the competition exposition of POPAI Awards. The absolute award was the Pallet presentation of Jägermeister from the Dago company, which is also a well-known manufacturer of displays and POS. This work was also awarded the creativity award, i.e. the prize for the best material and technical innovation and was appreciated in the category of alcoholic beverages.