This is an important question because the target group is quite different.

However, in this sales channel you must clearly differentiate between a Consumer and a Shopper. Shoppers are simply people. They are driven by the same trends and expectations as when they buy products for themselves. There are people who know what is best for them and they ignore it, but when it comes to their pet they do not compromise since they are ruled by emotions and a sense of responsibility.

TAGI: POSM, Probspl, InStoreActivation, pettrade

The Martini brand, which belongs to the Bacardi concern, has recently introduced Martini Fiero, a new flavor of vermouth.

This is a very well-known brand and yet its customers had to wait up to 40 years for a new flavor.

TAGI: TradeMarketing, POSM, btl, Probspl, InStoreActivation, bacardi, martini

When it comes to spirits, in-store activation plays a very important marketing role for the brand.

It often replaces the classic ATL, which is tightly limited by legal regulations. As always, it turns out that even a “plain shelf divider”, can be unusual, because in marketing it is the idea that matters the most.

TAGI: Shopper, POSM, btl, Probspl, InStoreActivation, finlandia

The struggle to gain Shoppers’ attention at the store takes various forms.

While creating POSM, Trade Marketers often focus on colors, catchy slogans or proper placement.

TAGI: Shopper, pepsi, cocacola, POSM, btl, Probspl, storeactivation

The Business Case of Coty.

Activity which has helped to increase the sales of Coty products: 20 percentage points in the Traditional Channel and 15 percentage points in the Modern Channel respectively, in addition to the organic growth of the category itself.

TAGI: POSM, promo, PhotoRecognition, Coty