Bayer in Pet Trade - Bayer, which we all know from pharmacies and veterinary clinics, is also active in pet shops.

In addition to the obvious desire to distinguish its own products at the point of sale, Bayer has an additional challenge in pet shops - legal regulations which require that the product cannot be directly available to customers and only professionally trained personnel may make it available. It turns out that even such big challenges were not an obstacle in preparing a great exposition stand.

Shop expositions are particularly important when it comes to products for children, especially when accompanied by a promotion and particularly in “instant win” form when the buyer can receive a prize just after making a purchase.

The key points for such exposition are - place; distinctiveness; proper communication; and one of the least appreciated elements, which is properly communicated price. Studies show that promotions without price information have up to 50% lower sales.

Another interesting realization of the exposition of products creating the image of the Chupa Chups brand at airports.

Unique products, much larger (multipacks) than those available in traditional stores, while maintaining the original shape and look.

A proper pricing strategy is very important for retailers, especially when it comes to promotions.

The majority of the price cut is covered by the producer of the promoted product, while some comes directly from the retailer’s margin. In addition, to maximize the effects, it is worth promoting important categories systematically. This is what promotional calendars are used for - to better manage promotion time and prices. When it comes to discount stores, due to the limited assortment, the case seems much simpler. But it turns out that this is not always the case, as you can see in the example of Lidl.

Duty-Free Zones at the airports are very interesting places in terms of the activity of trade marketers from the largest companies.