Every well-known brand looks for a way to stand out in the store, since distinctiveness translates to higher sales.

The quality of such an exposition should support the distinguishing features of the brand and the product itself, while also building its uniqueness and justifying a higher price compared to own-brand and economic competitors.

Own labels, which are usually a cheaper alternative to branded products, often also have a very basic display.

Retailers have noticed, however, that in order to improve the perception of their own label, they must ensure the quality of the exposition and communications, which in turn will allow them to enter higher price segments.

Many purchasing decisions are made directly at the store shelf, hence the quality of the exposition is extremely important.

The duty-free zone is where the largest brands test new expositions, confirm their market position and gain new experience, which is later transferred to regular stores.

The logic behind in-store activation means that the exposition should attract the attention of shoppers.

For secondary placement it is doubly important, because it requires additional trade marketing investments. The photo shows an excellent example of the Bacardi brand's activity, which cannot be overlooked, and also fits the entertaining DNA of the brand.