One of the strongest consumer trends is to search for products made from natural ingredients.

POS materials and displays can and should strongly support the features of products referring to naturalness. This can be done directly at the communication level, and indirectly through the materials and associations used. This is clearly seen on the racks for cider and apple-flavoured vodka.

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.

"You can work hard or you can be smart - the choice is yours"

One of the Trade Marketing's roles is to support the expositions of its products. And here it is worth to leave your desk and see how does the store reality looks like.

Newsletters are still one of the largest cost items in the marketing budgets of many Retailers.

As part of cost optimization, firstly the amount is limited, and distribution to mailboxes is reduced, but Biedronka showed another, more interesting way to do it. On magazine POS stands in stores, they have placed multimedia screens that allow for smooth content management, adaptation to the time of day or even a quick counter-competition. By the way, even if the printed newsletters run out (reduction of circulation), as in the picture, customers continue to learn about promotions from digitized POS materials.

For many years we have been talking about blurring the boundaries between the formats of stores and not only at the level of their offer or appearance. The same applies to private labels of chains that have their own marketing campaigns.