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Two examples that come to mind are the oversize 7-Eleven Slurpee Cup Dump Bin and the Chupa Chups Totem. Both these displays have some award-winning similarities, representing brand exceptionally well and generating 360-degree shopability. This means the displays can be used in any location and easily visible anywhere in-store. Versatility and making the brand the hero are key ingredients for exposing brand and product to shopper traffic: turning shoppers into buyers. Personalisation, partnerships, pop up brands, and online goes physical Without doubt one of the biggest trends, which exploded into the retail space in 2015, has been ‘product personalisation’ – and it keeps getting bigger. Among the most memorable examples of personalisation is Nutella’s ‘Make it yours’ campaign. Its success extends far beyond personalisation, utilising partnerships and the physical shopper space to strongly drive engagement. The personalisation product wasn’t new. Nutella manufacturer Ferrero had previously created a product- personalising service available via social media platforms, but bringing it to life through engaging pop-ups at Christmas was key to its commercial success. Myer saw the potential in offering the Nutella ‘Make it yours’ personalisation service in-store as part of its ‘Giftorium’ Christmas campaign. It was also a unique opportunity to partner with Ferrero. Myer’s aim was to bring traffic to stores by exciting customers with theatre and customisation. Personalised Nutella jars were the largest selling single gift item in Australia for Christmas 2015. Unsurprisingly, Nutella was Myer’s top-selling item at Christmas that year. Storytelling with interactive experiences Wine is an amazing category when it comes to in-store marketing opportunities. It’s different to other categories. Although shoppers choose wine based on brand and price, as with most categories, the other key shopper driver is packaging. In other words, many people choose a wine based on label alone. So, for wine, possibly more than any other category, the big opportunity for brand switching happens in-store with packaging, display and experience. Treasury Wine Estates ‘19 Crimes’ campaign in 2017 is unforgettable. The global ‘Living Wine Labels’ augmented reality app brought wine labels to life with “historical stories direct from the infamous”. The 19 Crimes launch quickly became the fastest selling wine NPD over $10 ever in First Choice Liquor. The 19 Crimes story keeps evolving. In 2018-19, a follow-up activation was created: ‘Get your mug shot taken and join the 19 Crimes gang’. Personalised wine labels were printed onsite after ‘mug shots’ were taken of shoppers in a mock rustic jail cell photobooth display: a fun and engaging way for shoppers to become involved with the brand. Today, 19 Crimes, having generated phenomenal sales both locally and in the US, is a benchmark of success for its ingenious use of brand, personalisation and disruptive displays to win shoppers over. In conclusion These POP display examples from our recent history demonstrate the shifts that have occurred as brands increasingly create retail displays with human interaction and product experience at top of mind. Looking back allows us to think about them differently and ponder this: how can we harness the retail display to give shoppers a more premium shopping experience? One thing is clear: we need to take advantage of digital and shopper themes to deliver highly personalised consumer experiences in-store at any scale. POINT OF PURCHASE 10 POP DISPLAY TRENDS FROM THE PAST 10 YEARS • Iconic stands. • Phones and physical. • Interactive experiences. • Make it personal. • Storytelling. • Sensory experiences. • Creating moments. • Perfect partners. • Reinventing category. • Online goes physical. About Zita Watkin Zita Watkin has 20 years’ experience in design and marketing, working with Australia’s top creative and manufacturing businesses, servicing iconic retailers and brand clients. Zita travels internationally to GlobalShop and Euroshop, keeping up to date with the latest retail marketing trends and case studies, returning to share findings with Shop! ANZ members. Today, Zita works alongside Shop! creating content for members and curating marketing and events. She also runs her own consultancy, Zita Creative Marketing, working on strategic marketing for retail B2B clients. OCT, 2020 RETAIL WORLD 73