Having successfully enhanced tap water, Brita wanted to do the same with its POS advertising with a view to providing greater clarity about its product range. Read on to find out how it pulled off this feat.
BRITA is much more than its famous water filter jugs; the brand also sells several types of filter cartridges, water bottles, carafes and matching filters. In short, its range is so extensive that customers sometimes find themselves at a loss when looking at its products on a store’s shelves.
BRITA was seeking solutions, particularly for the shelves of Belgium’s Carrefour Hyper stores, with a view to further showcasing its range, ensuring greater clarity and providing for a more fluid shopping experience. POP was happy to help, supplying the ideal solutions in just six months, including placement.
“We worked with BRITA to brainstorm possible solutions,” explains Ophélie Borlée, Account Manager at POP. “Then we suggested a 3D design to Carrefour, in line with the situation on the ground and production constraints.”
The solutions proposed included:
“Consumers now have a much clearer overview and a better guide, so they can find what they need more quickly,” explains Tiffany Vanlerberghe, Shelf Optimization Project Manager CFR Hyper at BRITA. “For example, the water jugs are prominently placed at the top of the furniture, as these are the core product of the BRITA range. Placing these at eye level offers greater potential for spontaneous purchases and is more likely to win over new users. The cartridges are typically repeat purchases and are placed below the jugs and arranged in such a way that customers can quickly spot the type they need.”
This result was achieved by creating several types of POS material, in French and Dutch, more specifically:
The whole project combined a multi-material approach – typical of POP – with the durable, sustainable solutions favoured by BRITA.
POP Solutions is now the market leader in POS solutions for the retail sector. Among other things, this is all down to POP’s one-stop-shop and ‘peace of mind’ approach, which guarantees brands and retailers that POP will take care of everything from A to Z, including design and production in its workshops and printing plant, all under one roof, not to mention POP’s use of unique techniques such as the exclusive StackaWraps technology.
“From the briefing onwards, POP took ownership of the project as a whole and translated our objectives into creative and effective sales solutions,” confirms Tiffany. “From design and production to in-store placement, we could count on a single partner capable of managing everything under one roof.”
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