What future in large-scale retail for POP materials?

REDAZIONE
09/07/2021
In brief
Often the right product placed in the right position can make the difference. This is why the POP (Point of Purchase) materials were developed, of which the creativity and attention to detail, together with a good degree of immediacy, are the main features of this communication tool.

Today, supermarkets have become interactive showcases where every element, from the positioning of the product to that of the food and non-food areas, up to the type of set-ups, is designed to attract the customer’s attention and maximize his engagement.

Often the right product placed in the right position can make the difference. This is why the POP (Point of Purchase) materials were developed, of which the creativity and attention to detail, together with a good degree of immediacy, are the main features of this communication tool, very useful for attracting the customer.

In retail, one of the objectives of communication is to amaze through infrastructures and means suitable for creating an experience that is as engaging as possible and that stays in consumers’ minds. POP materials have precisely the aim of attracting attention to the brand by creating amazement and arouse a reaction that involves emotion, in such a way that the impact of stimuli associated with the brand leaves a positive impression even once the interaction has ended. The involvement of emotions is a pivotal ingredient to attract a customer, even the most undecided.

Furthermore, despite the year of COVID-19 which led to a progressive digitalization of purchasing processes, the role of the physical store remains fundamental. In fact, according to the Netcomm-Diennea survey, the visit to the store is decisive for 18.4% of purchases.

With a view to the progressive digitalization of the physical store with the aim of transforming it into a format suitable also for entertainment and interaction with the customer, what is the future of this solution?

Vusion Rail: the new frontier of shelf marketing

Vusion Rail is a high definition display that can be installed on the front of the shelf where the price tags are usually placed. Vusion Rail is available in shelf sizes of 60, 90, 120 cm and standard height of 5 cm.

Retex understood the potential of the SES-imagotag’s VUSION Rail new interactive display which turns the shelf into a marketing tool, placing the retailer at the centre of the communication between the industry and the customer, greatly increasing the attention and impulse buying, with a consequent ROI achieved in minimal time.

Vusion Rail does therefore perform the dual task of displaying prices and promotions as if it were an electronic label and a privileged communication tool. The VUSION platform is fully operated in headless mode in the SES- imagotag cloud, without any need to install local systems.

Retex offers a 360 degrees service of the platform:

  • provision of devices;
  • installation and configuration of the devices for connection to the cloud;
  • creation of contents in the most effective formats for communication;
  • monitoring of the effectiveness of the tool;
  • proactive support for maximum ease of use of the tool.

 

Innovation and monopolies, you always need to pass “Go”

Innovation and monopolies, you always need to pass “Go”