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work in specific locations, countries and retailers.


Shamefully, the production of non-compliant material results in around 30 per cent of all in-store display executions ending up in landfill sites . A solution must be found – and the right one will be formed from a combination of technology and good old- fashioned human expertise.


The compliance conundrum The waste produced as a result of non-compliance in retail displays has triggered a move among brands to reduce their use of traditional cardboard and paper. Indeed, their use has dropped 20 per cent in the past two to three years alone.


Instead, brands are increasingly embracing digital point of sale materials. Multiple retail case studies


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However, the use of digital presents new challenges. Retail brands must work out how to create activations that work across markets and retailers, while simultaneously learning how to best leverage the latest digital tactics. A great digital retail ad is much more than a re-formatted brand TV spot.


In order to employ more sustainable practices and optimise marketing spend, retailers therefore need to avail themselves of extensive knowledge


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around markets, sectors, categories, digital formats, cutting-edge technologies and procurement. No mean feat.


Of course, printed materials still perform jobs that digital can’t, and many retailers won’t be able to scale digital displays across stores in the short- term. So, alongside throwing new tech at the sustainability problem, marketers need better intelligence about how to leverage print material, too.


Consultants for change All too often, the knowledge retailers require to scale activations in a sustainable and cost-effective way sits outside of their internal teams. In these cases, external help is required.


Retail marketers should look to enlist the expertise of specialist advisors who can transform their global


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