POP
SDI has helped to create an ideal POP system for Vue Cinema’s pick ‘n’ mix offering.
We talk to some point of purchase heavyweights about how their most recent projects have helped retailers to encourage purchases.
Point of purchase can be a great asset for attracting attention to particular brands or promotions. A well‐designed POP scheme can accentuate the appearance of a brand and manipulate the way products are viewed by customers.
“POP has always been a vital method of communication with customers in the in‐store environment, but even more so in the last five years,” explains Tim Ellis, New Business Manager at Momentum Instore. “No longer is it solely used to highlight prices, promote special offers or draw attention to new product launches, it now plays a central role in creating theatre and excitement and is commonly used as part of a 360 degree integrated campaign.” Momentum Instore have extensive experience in installation and
merchandising, and Ellis knows some of the best ways to make the most of a POP installation; “Attention‐grabbing POP that is carefully located is just one step towards success. Our advice to retailers and brands is always to think long‐term, and plan your in‐store campaigns depending on the
products, selling opportunities and times when you are going to get maximum return from your marketing spend.” POP is ultimately about attracting attention to products and increasing sales. For some products, this means the bigger and brighter the better, and this is certainly true of the pick ‘n’ mix range at Vue Cinemas. Vue called on the help of POP company, SDI, to help them develop a bespoke system that would improve the customer experience and drive sales. Vue sought a more flexible, attractive, practical and robust solution than the original system, which was prone to damage and restricted the purchasing of sweets to the suppliers’ range. Since the rollout across 68 cinemas throughout the country, the new display units have helped to increase confectionery profits as a result of sourcing sweets direct.
“As with any change in business strategy,
Vue wanted the best solution to be implemented with minimal disruption,” said SDI Managing Director Ian Wright. “We worked collaboratively with Vue to create
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Making a Point
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