Point-of-purchase Marketing : stay up-to-date
Welcome to our blog!
We share here tips, best-practices and general remarks about
point-of-purchase marketing, display, merchandising and commercial fixtures to equip shops.
Point-of-purchase marketing is approached here from a practical and operational angle.
#popwelldone
L'armoire à beauté
[April-2023]
Here's fresh approach to displaying! L'armoire à beauté provides a solution for emerging or trendy brands aiming to expand into physical distribution. By setting up quality displays in pharmacies, this initiative offers beauty brands a platform to showcase their products and create awareness, while potentially attracting a younger customer base for pharmacies, drawn to alternative or independent brands.
This business model reflects the changing landscape of retail, where traditional stores are adapting to the increasing impact of indie or influencer marketing. Plus, these displays are aesthetically pleasing, contributing to the appeal of the offering.
POP display Hakwood luxury wood flooring
[April-2024] When the expert in engineered wood tasked the Goddard agency with reviewing its identity, they understood already the importance of presenting samples at sales points.
Click below to discover how PILOTES did contribute to Hakwoods's new brand identity?
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Neuhaus Easter window display
[March-2024] Are you ready for an egg-citing Easter weekend? 🥚🌸 At Neuhaus' iconic chocolate boutique in Galerie de la Reine, a 65 kg Easter egg takes the spotlight in the window display. Crafted and adorned with care by the talented Maîtres Chocolatiers, it's a true masterpiece. Neuhaus' limited edition Easter sets offer a delightful treat for all the senses! Neuhaus' Easter window display invites us to embrace the most vibrant season.
How to create the ideal brief for your POP or display material
[Jan-2024]
Every project, whether marketing or not, needs preparation. The foundation of any POP material, a unique solution, requires a good briefing – the necessary step at the project's beginning!
Creating a good brief isn't easy, but by accurately defining the playing field for your POP partner, you'll save time, energy, and avoid disappointment.
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Neuhaus window installation
[Jan-2024]
Sometimes 💕 love 🩷 can taste a bit sour, don't you think? Or is it just us? For Valentine's Day, Neuhaus' Master Chocolatiers had something else in mind. They teamed up with Belgian flower chef, Lieven Lootens, to create three exquisite chocolate hearts that blend the delicate flavor of roses with the gentleness of chocolate.
And we was proud to partner with the inventor of the Belgian praline for their Valentine's window displays. The setup features a soft-colored arrangement that tells the story behind this culinary delight, presented in a limited-edition Love Letter gift box. Who would've thought that roses taste so delicious?
Tips for Successful POP Campaigns
[Jan-2024]
POP advertising can appear in various forms. No matter your message or objectives, creating, developing, and making your POP materials requires careful consideration.
To help you in creating and crafting an in-store campaign, we've compiled nine practical tips. With these suggestions you implement a campaign that is relevant and captivating.
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Pilotes reassess its SHOP! ECO certificate
[Dec-2023] We are excited to share that Pilotes is continuing its dedication to eco-friendly practices by renewing its SHOP! ECO certification, a recognition we proudly hold since 2015. But why is this important for you as an advertiser?
✅ You can rely on our genuine expertise in eco-design.
✅ The SHOP! ECO certification ensures that our climate and environmental strategies are well-organized and continually improving.
✅ Developed by industry professionals, SHOP! ECO meets the specific needs of advertisers.
✅ By aligning with various criteria in your environmental evaluations, we simplify your sourcing process.
Beyond this certification, Pilotes PLV has a longstanding commitment to eco-design. Our designers and engineers are devoted to minimizing the measured impacts on climate and environment, and guide our products and solutions toward sustainable end-of-life.
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Glorifier for Hendrick’s Gin Flora Adora
[Dec-2023]
Glorifiers are our favourite type of display. They showcase theatrically the qualities of a product. Glorifiers offer opportunities for unrivalled creativity. You usually find them in shop windows, on a counter or behind the bar in fancy hospitality venues.
But here's a delicious twist - designed as a seventeenth-century still life, this glorifier for the limited-edition gin Flora Adora by Hendrick's is placed on a floor display in a liquor store. For those instantly inspired by the botanical ingredients, the bottles are within easy reach. A colorful and unusual concept for a brand that places the unusual at the heart of its values.
Click below to learn more about the different display strategies brands use to stand out in shops.
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La Martiniquaise Comptoir des Flasks
[Dec-2023]
So here it is, our latest creation for La Martiniquaise — our "comptoir des flasks” reinvented. This stand is made from 100% natural PEFC and FSC-certified wood, which gives it a natural charme.
It comes in various setups, with a well-measured form making the most of any available space in supermarkets and hypermarkets. It consists of two handheld parts that snap together without tools, making it easy for merchandisers to transport and set up.
To minimize resource usage and environmental impact, we've reused the metal hooks from the displays being replaced.
This project is another success story by Pilotes PLV Marketing point de vente. do you have a brief? A problem? Trust our team of pros at 100%-made-to-measure POP solutions. Get in touch today.
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POP display for Teeling Whiskey
[Dec-2023]
A display doesn't need to be fantabulous to work well. Any point-of-sale material can resonate with shoppers, as long as it hits the right note.
Take this one: a barrel serves as a pedestal — small batch, big flavor, painted in St. Patrick's green to convey a sense of terroir, branded with a bold white logo, a hashtag brings the community to live. And voila, there it is — authenticity, the golden stardust in any store.
We came across this display in a specialty liquor store.
Maith thú(*), #POPWellDone (*)Well done! And you may notice that the Irish spell "Whiskey," and the Scots spell "Whisky."
#popwelldone
VIP Bottle Presenter Veuve-Clicquot
[Oct-2023]
A bottle presenter or a parade tool is a type of glorifier used to create excitement in nightclubs, restaurants, bars and other on-trade venues. With its design, light effects and visual appeal, this remarkable, illuminated material strengthens the desirability of Veuve-Clicquot champagne. It invites customers to fully immerse themselves in a Very Very VIP serving ritual. A bottle presenter is always mobile and LED rechargable, allowing waiters to theatrically present the bottle at the customer's table. Spectacle and content to be shared on social media guaranteed!
Click below to read more about displaying in hospitality or on-trade venues.
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Jack Daniel's shelf-on-shelf
[Oct-2023]
Jack Daniel’s premium American whiskeys lineup on supermarket shelves features five distinct expressions, showcasing craftsmanship in balancing recipes and assessing oak cast barrel maturity and complexity.
This exquisite range is perfectly complemented by a premium shelf-on-shelf display made out of a blend of robust metal, authentic oak wood, and high-quality printing.
PILOTES teams up with EcoTree to make a carbon contribution.
[Oct-2023]
Did you know that forests are the 2nd largest carbon sink after the oceans? 🌳 The waste generated by our activities has long been a major concern. But what about the waste we can neither avoid nor reduce? As part of our climate strategy to reduce our environmental footprint and contribute to carbon neutrality, we have decided to offset our unavoidable emissions.
As forests are a precious carbon sink, wood is a material that we hold dear, we have opted this year, with our partner EcoTree, to plant and sustainably manage 3,800 trees in Brittany's forests.
To read more about our social responsibility strategies, click below.
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Impulse display at Pathé Cinémas
[Sept-2023] To showcase its impulsive candy range, Pathé Cinémas commissioned us to design and make specific display materials.
Click below to find out more.
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Countertop displays for Teyssier deli meats
[Sept-2023]
To showcase Teyssier's range of dry-cured sausages at butchers, delicatessens, and caterers, we have made a range of countertop display materials.
Each display has been designed to exude an air of authenticity, mirroring the same dedication and passion that has defined Teyssier Salaisons since its establishment in 1871.
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Epoch Sylvanian Families Gondola
[Sept-2023]
British company Epoch Making Toys designs miniature figurines and sets for children. With the busy end-of-year period approaching, Epoch is raising the profile of Sylvanian Families at Cora in Brussels.
This display holds a large stock. A low double-sided standard Tegometall gondola is clad in printed dibond and forex. LED lighting adds a high-visibility dynamic to the already strong likeability. Installation looks like a breeze.
This well-executed display enhances the collectability of Epoch's flagship brand and captivates the attention of younger shoppers, making it an unmissable success for the holiday shopping rush.
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Look at you, Barbie!💖
[Sept-2023]
Barbie's point-of-purchase game is on fire! 🔥 In the competition for the most impressive in-store installation, Barbie puts it all out there. It's a sight to remember, don't you think?
And it's not just about the size (we're estimating 10 by 10 meters); the explosion of colors and light, the scene, the casting, the attention to detail — as if you were stepping into a life-size Dreamhouse ✨ A wonderland that not only thrills the little ones, because what could be more delightful than revisiting your childhood in the enchanting world of Barbie? 💫
Barbie dreams come to life at Cora, Brussels. In this age of frugality, this theatralisation makes us cheerful! 🌟 POPWellDone, Barbie!
How Retail and Brand Encourage Instant Action
[Sept-2023] To anyone selling or consulting, master influencer Robert Cialdini shows how to motivate engagement. His seven principles are powerful techniques for retail and brands that want to drive shoppers to make instant decisions, and act!
With examples of permanent POP display materials this article illustrates the art of persuasion in stores.
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The aisle of temptation
in the single-line queue
The aisle of temptation
in the single-line queue
[Sept-2023] Retail companies seem to be embracing the single-line queue, the last chance for a spontaneous or latent buy. But the experience of this category demands a thoughtful layout and specific display design.
Maisons du Monde is brilliant at capitalising on this. Click below to find out more.
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On-shelf visibility:
Frame your offer to stand out
Frame your offer to stand out
[Sept-2023] Team Pilotes believes that the battle for attention in stores is a zero-sum game. Shoppers prefer brands that catch their eyes first. Any POP material should, therefore, be highly disruptive. To break through the monotony of the shelves, we've developed this on-fixture frame, 100% adaptable in width and height.
Click below to read why this powerful instore communication will not disappoint.
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How to show your product next to the problem?
[Sept-2023]
This on-fixture dispenser for Pampers wipes is set up next to baby milk.
We think it’s a good idea to strategically place your product in proximity of the issue it addresses.
Click below to read why.
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Retail shelves, where size matters
Retail shelves, where size matters
[Sept-2023] They say small is beautiful. But when something is too small to be noticed, no prince comes to save it with a kiss. Lenor has come up with a clever idea to increase the visibility in stores of its small-sized, ultra-concentrated fabric softener.
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Neuhaus Chocolate Cocktails
[Aug-2023]
Liquor chocolates! Whether you like them or not, the mix of alcohol and chocolate is a delightful match that caresses our sweet tooth. Neuhaus’ Maîtres Chocolatiers, in collaboration with the renowned Belgian mixologist family Van Ongevalle, have reinvented this specialty: Gin Provence, Vodka Rosie, Rum Clarita, Whisky Midnight, and our preferred one, Saké Sunrise.
We had the privilege of working with the Neuhaus team to bring these Chocolate Cocktails to life in the shop windows. Because the stories we hear influence the flavors we taste, each of the five giant cocktails delicately mirrors the exquisite recipes they represent.
Click below to read more about window displaying.
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Flip Price Tag Holder
Flip Price Tag Holder
[Aug-2023] For its private label makeup, drugstores Kruidvat choose to emphasize its advantageous prices. Makes sense, right? But what about the barcodes necessary on the shelf edge for smooth restocking?
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The act of buying, key to relevant in-store marketing levers
[July-2023] Have you ever thought about what goes on in a customer’s mind when they buy your product in a store? Do they follow a routine, buy on impulse, or need more time to think before making the purchase? Understanding the act of buying can help create relevant point-of-purchase marketing.
In this article, we’ll explore what happens in the store and how customers interact with the products.
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On-fixture display for chocolate section
[July-2023]
Do you prefer dark chocolate with vanilla filling or milk chocolate with hazelnut? Some supermarkets play the game of big numbers by offering an astonishing selection of up to 300 different types of chocolate ...
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Tasting Display Brown-Forman
[July-2023]
Do you want to set the scene for your tastings? Do as Brown-Forman does with our sommelier display! Easy to carry, quickly installed, a genuine tool to theatrically present choice, ...
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Endcap Kusmi Tea
100% zero waste
100% zero waste
[July-2023] Specialty shops have always been the place to go for packaging-free groceries. Today, a transformation is taking place in your grocery store ...
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Hilti Power Tools Shelving
[July-2023]
In a store, when faced with choice, you may feel more than normal pressure to make the right decision — for instance, when buying a power tool, ...
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Lenor cross-merchandising
Lenor cross-merchandising
[July-2023] In the household products department, most customers come to restock. They are usually focused on tasks...
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Spot the difference!
[June-2023] Ok, that’s fairly easy because this display unit was also moved.
⬅️ the photo on the left was taken back in 2014
➡️ the photo on the right was taken just yesterday! ...
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GilletteLabs inline display
GilletteLabs inline display
[July-2023] According to Gillette, your discovery of an easy and enjoyable shaving experience starts in stores...
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Playing music in supermarkets — but for what result?
[June-2023] Rihanna, Abba, or Metallica? Which music would you prefer in supermarkets? ...
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Custom spice rack for Ducros
[June-2023] With +400 facings 😱, this custom rack for grocery stores is like the Formula 1 of merchandising...
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Block Merchandising
Block Merchandising
[June-2023] This photo captures the essence of in-store marketing success: stand out, and you'll win 😉 ...
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Swich Display Orifarm Healthcare
[June-2023] The pharmacy is a destination where healthcare professionals offer impartial advice to patients and visitors ...
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Retail Gamification
Retail Gamification
[May-2023] At the new Douglas beauty shop in Düsseldorf, all customers who spend 69 eur receive a token for this claw machine, with which they can win miniature beauty items. This makes shopping at Douglas even more exciting. It is an excellent example of retail gamification that combines fun and curiosity. Always a winning duo!
The principles of appealing design
[April-2023] When looking at a visual 🧐, we can usually immediately say whether it is appealing or amiss. Five principles can make designs visually appealing ...
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Floorstand Uriage
Floorstand Uriage
[April-2023] Are you ready for your annual chase for the best suncare 😎🌞 ? With sunny weather on the horizon, brands are already gearing up to compete for attention. ...
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Shelving Sephora Bath & Body
[April-2023] We've heard a zillion times: WOW us! 😮 However, we've found that the true key to resonating in self-serve retail is quite simple ...
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Europe tackles greenwashing
[March-2023] Have you heard about the EU's measures against greenwashing? As pioneers in ecodesign since 2011,...
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More sustainable POP campaigns for Thalgo
[March-2023] Wondering if metal displays are eco-friendly? 🤔 Well, our answer is a YES! And here’s the perfect example ...
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10 Myths of Retail Design
[March-2023] 👀 Did you know that store furniture design plays a huge role in the overall shopping experience, accounting for 40% of it! And that stores must be self-explanatory, since signage isn't used until visitors can't find something?
At Euroshop, Katelijn Quartier, the academic director of the Retail Design Lab, shared her insights on 10 common myths of retail design that apply to all retail channels.
Check out this article for more 👇
10 Myths of Retail Design
Shop! Le Salon 2023
[March-2023] Hey! The Marketing at Retail Show has a new name and it's SHOP! le Salon 🎉
📅 Mark your calendars for April 4-6, 2023, in Paris - Porte de Versailles!
🛍️ This is THE event for all your marketing solutions to make your brand shine at the point of sale.
👉 Don't miss this new event which promises to be exceptional! Click below to get your free tickets now!
To Shop! Le Salon 2023
Display case for CBD High Society
[Feb-2023] HIGH SOCIETY, creator of high-quality CBD, was looking for a quality, lifestyle cabinet to display CBD products ...
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How to ease customer choice overload ?
[Jan-2023] Do you like waffles or shortbread? Chocolate or peanut butter biscuits, or rather healthy? Perrier, San Pellegrino or Spa, intensely or light sparkling? A last-minute holiday now? There's a sunshine all day on a hundred-and-one beaches! Can those who know what they are looking for quickly find their choice? Others don't always want to go on a treasure hunt, because they feel overloaded by the choice. On the problem of overchoice in physical shops and methods that make choice comfortable and intuitive for buyers.
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Floor-standing Display Unit SMEG
[Jan-2023] While we shop, nothing stimulates our visual cortex better than light. Plus, light clicks the eyes in an elegant way. Double win for this floor-standing display unit for the small appliances by the Italian manufacturer SMEG. We have made this display using a combination of 100% natural and thermo-coated wood. The latter gives this sales tool a stylish ultra-gloss white finish. Finally, it is equipped with a lit logo and LED rails embedded under the shelves, to attract consumers’ attention in the most elegant way possible.
How brands win the race for attention of shoppers
[Jan-2023] The point of sale gives advertisers access to consumers when they demonstrate commercial intent. Visitors come to the shop also to see something unique or discover new ideas. Or they want to be inspired and advised. What can shopper marketeers do to ensure that shoppers are stimulated? And how do they keep their attention? What can they learn from the rise of the attention economy?
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Floor-standing Display Unit Only You
[Jan-2023] Floor-standing display units are the Swiss knife among POP materials. Their advantages, you ask? Because they are free-standing, ...
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[Jan-2022] For lifestyle brand Etnia Barcelona, values, quality and colours are its best business cards and its key to its success. Art inspires its way of seeing the world. With this small, but very original plinth, inspired by its advertising campaign, Etnia does not go unnoticed in the windows of opticians.
