"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.

It turns out that the mechanisms like "Buy more - you will get a discount" are popular not only in Poland but also in France.

Orlen systematically introduces digital tools in order to display marketing message to its Clients at petrol stations.

Of course, it is cheaper and much easier to manage. Unlike for example from BP, which focused on TV in the interior of the station, Orlen introduced a set of display  in three places of contact with the Buyer:
1. A fuel dispenser - in addition in the best place, i.e. simultaneous displaying the amount and value of refueling. Absolutely every customer has to look at them. Both the quality and the place is much better than, for example, the solution from the Shell test stations, where there was a larger screen, but placed on a supporting column.
2. Display of transaction value at checkout.
3. Payment terminal.

Nielsen shows that hypermarkets in Poland are still losing their market to discount stores and proximity supermarkets.

Seemingly logical Tesco is trying all their best to resemble the first ones. Nevertheless over the last few years, discounters have undergone a deep premiumisation of the appearance and offer, and Tesco has copied their solutions from 15-20 years ago.

In Carrefour hypermarkets, we can find interesting POSM materials that keep the balance of visibility vs quality vs price.

These are cardboard gates, navigating customers to selected categories. To increase the effect of "navigation", they have the communication of the strongest brands from particular categories in the alley.