In-store promotional mechanisms - one shopper path, 3 different promo POSM executions.

1 exposition, 3 brands?

While multi-brand expositions sometimes occur, in this particular situation shoppers saw the end of 3 different promotions located on 1 cardboard stand. Even worse, the Bahlsen stand was supposed to support 2 limited edition SKUs, which can be seen at the communication level (very interestingly).

3 main competitors and 1 exposition - which one has paid for it?

Have there been any major changes to the rules of exposition? Of course not, but we can see how the lack of sales representatives or other control activities have affected the quality of expositions. A gradual return to normal competitive activity is going to be a tough challenge for a lot of big companies – the issue is cost-cutting vs. the quality of the exposition in stores.

Due to the ongoing pandemic and restrictions on movement, most FMCG producers have withdrawn their sales representatives from shops.

It has only been 2 months, yet we can already see how it has affected the quality of expositions. 1 additional exposition and 2 main competitors. The question is – which of them paid for it?

Mysterious exposition, i.e. what exactly do we know about the exposition of our products in shops and what does the shopper see?

The picture shows the display of cigarettes in Thailand and arouses the question of why the best location in the store is wasted on the exposition of products which cannot be seen.