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.

Allegro, the largest Polish online shopping website has launched its most significant promotional loyalty campaign - Allegro Smart.

Members of this program gained access to additional promotions, which are not available for regular users. However, the most important promotional campaigns always require additional attention from their organizer. In the picture, you can find an example where a product not subject to a price discount is presented as a special promotion for that day.

The effectiveness of communication is based on supporting verbal communication by means of images.

It perfectly speeds up the way the human brain operates and is therefore naturally preferred by shoppers, among others - it facilitates understanding and shortens the time required for it. Of course, sometimes the opposite applies - the goal is to attract attention, precisely through knowledge dissonance. However, the POS material which you can see in the photo below probably arose by accident.

In France, wine is the target category, which can be seen both by the size of the shelves, the width of the range, but also by the size of the promotional expositions.

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.