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

How does Artificial Intelligence support searching for growth in mature organizations?

The template for business development looks very similar in most production companies. With product development and marketing as the foundation, it is then necessary to firstly build the distribution of products, and then take care of the quality of the exposition. This means that we start by getting our product to the point of sale, and then we have to make sure that the shopper sees it in the store, preferably in the right place and neighborhood, and with the right communication. The store’s “shelf” is the spot where the act of purchasing takes place, and which builds the real strength of our products and companies.

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.

The cost of in-store activities is complex.

It consists of POSM production and distribution, merchandising fees, etc. In order to get ROI, it's important to control the quality of the exposition with systems such as PRO.Display, which uses Artificial Intelligence and Photo Recognition.

The lack of a proper display seems to be a minor problem - after all, the goods are on the shelves in the store and will be bought.

Unfortunately, the losses pile up in the short and long term: