Many purchasing decisions are made directly at the store shelf, hence the quality of the exposition is extremely important.

The duty-free zone is where the largest brands test new expositions, confirm their market position and gain new experience, which is later transferred to regular stores.

The logic behind in-store activation means that the exposition should attract the attention of shoppers.

For secondary placement it is doubly important, because it requires additional trade marketing investments. The photo shows an excellent example of the Bacardi brand's activity, which cannot be overlooked, and also fits the entertaining DNA of the brand.

The cost of in-store activities is complex.

It consists of POSM production and distribution, merchandising fees, etc. In order to get ROI, it's important to control the quality of the exposition with systems such as PRO.Display, which uses Artificial Intelligence and Photo Recognition.

The lack of a proper display seems to be a minor problem - after all, the goods are on the shelves in the store and will be bought.

Unfortunately, the losses pile up in the short and long term: