Starbucks and Costa symbolize two competing companies in the coffee take-out category - the competition compels them to differentiate their brand from the competition, but coffee target groups and consumer trends are still identical for both.

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

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.