We can see the real power of producers through their promotional activities in stores. The quality of BTL communication is testament to the level of Trade Marketing, but also at the same time to the size and efficiency of the Sales Department. It is crucial that POS materials are present next to the product from the beginning to the end of the activity. It is equally important that they are updated after the end of the action.

Cardboard stands are a very popular tool for in-store activities.

The shapes and sizes are crucial in many cases. Both should be adjusted to the store's environment. One of the main rules is that if you would like to introduce a lot of stands in the best places, your stands cannot be too big.

ROI is a symbol of corporate jargon and it means “Return On Investment”.

As you can see in the picture, life can be surprising. “Du ROI” is a brand of French cognac and it means “Royal”.

Impulse Sales still alive - the discussion amongst professionals as to whether the phenomenon of "Impulse Sales" is real or just a way for producers to win extra display space in the checkout zone has been going on for years.

Shopper research proves that as many as 66% of purchases of sweets and snacks are not fully planned, half of which are pure "Impulse" buys, i.e. "I did not plan this purchase at all, but I saw the product on the shelf and decided to buy it".

It has been known that when looking for the most efficient secondary placement, 2 approaches are adopted: