Due to the growing popularity of physical fitness and thus the increased number of visits to fitness centers, the value of this channel has also grown for producers.

It is a huge challenge, especially for well-known “mass market” brands, because fitness clubs are anatural space for specialist brands which offer profiled products. Usually being a niche product or brand works to their advantage. That's why a proper product exposition strengthened with the use of special forms of communication is so important in such places.

At Carrefour Polska hypermarkets, we found very well-thought-out POS material, developing the retailer's expertise in the beer category, while at the same time referring to current consumer trends. Communication emphasizes the naturalness of the product, through the use of the wooden background and shelves, the visualization of a copper-brewing installation and good quality beer, which should be created on the basis of 3 main components of water, hop and malt.

We've found very impressive Lion Bar expositions.

They were absolutely outstanding, but the main question is - "how is the communication of these stands vs the target group of the product (16-20 year-olds), presented in ATL?" Perhaps there is some truth to the saying that "every man is an overgrown child".

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.

Can POSM emphasize the quality?

Manufacturers of alcoholic spirits quite often use cardboard racks to strengthen their presence in stores.