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CASE STUDY TOP OF THE POP DISPLAYS In a two-part series, Shop! ANZ has assembled a greatest hits collection spotlighting some of the top POP displays of the past 12 months across the grocery sector. PBy Shop! ANZ General Manager Carla Bridge. resented with the challenge of Covid and enhanced clean- aisle policies in the majors, brands and POP display designers and producers stepped up their game in 2020. Fererro Rocher: Unwrap Christmas (Opal Specialty Packaging with The Mix Agency) With the evolution of the online landscape, the way people make planned purchases has changed. What hasn’t changed, however, is the type of shopper making unplanned purchases of box chocolate gifts in the traditional bricks and mortar environments. The Christmas ‘gifting’ occasion is a critical sales period for the Ferrero Rocher brand, with peak buying of gifts occurring in the nine weeks leading up to December 25. Pralines were set out to be the beacon point of sale display, capturing shopper interest during the holiday period by creating a premium visual experience, worthy of front of store positioning. The simple design of the POS ensured the field team were able to execute nearly 18,000 displays nationwide, an increase of nearly 3.5 per cent compared with 2019. Value growth increased 18 per cent versus previous year, compared with a total market decline of five per cent. Gillette Skinguard Mega Displays (Tag) Sensitive skin is the top driver for men exiting the wet-shave category, with 52 per cent of survey respondents trading down or completely out. Sixty-three per cent of Australian men surveyed experience some level of sensitive skin, prompting Gillette to introduce Skinguard, the first razor specifically designed for men with sensitive skin. The goal was to produce disruptive in-store displays using a combination of headers, dump bins and accessories all built around the humble skinny bin that would hold the full range of products and deliver a clear message to men with sensitive skin (and their partners), aiming to bring them back to wet shaving. Stores with mega displays achieved double the sales of those stores without, resulting in the strongest user growth since 2006 in both share and sales, with 40 per cent sales growth. The category attracted growth for the first time in 10 years. Without the launch of Skinguard, it would have declined by three per cent. Instead, it has contributed 3.1 per cent growth (total AU) since launch. Extra Gum Expandable Display (HH Global) As market leader in gum and mints, it was important for Mars Wrigley (MW) to have front of store presence. In some retailers, 100 per cent of gum and mints sales come from front of store. MW provided permanent gum and mints counter stands in three different sizes for retailers, to allow for different counter sizes. However, this was expensive and added logistical complexities. A one- size-fits-all counter unit was created with extendable shelving – a first for the Australian market. The unit is durable enough to last a minimum of three years in-store. It’s made from cold rolled steel, an environmental improvement on the previous acrylic stands. New material allowed the unit to be delivered assembled without incurring breakages, previously a cost issue for MW. The unit has prominent branding space. Artwork is adhered via magnetic strips, so branding can be updated without the entire unit requiring replacement. LED lighting is included on 50 per cent of units, as this can increase sales by 15 per cent. LED wasn’t included on all units because smaller stores don’t have access to enough power points at till. Overall, MW saved 200 per cent by switching to the new, one-size-fits-all counter unit. About Shop! ANZ Formerly known as POPAI, Shop! is the only global, not-for-profit industry association exclusively advocating for excellence in shopper marketing and retail experience. With 20 offices covering 45 countries and more than 1700 member companies worldwide, Shop! brings global best practice intelligence, resources, recognition and networks and to our members. For more information, visit popai.com.au 8 RETAIL WORLD MAY, 2021