Advertorial • 12.02.2019

Holistic POS solutions in visual communication

Product presentation and brand presence through signage

The effective placement of products at the POS is becoming increasingly difficult today due to the broad diversity of brands and the struggle for presentation area that goes along with it. Striking POS solutions are thus all the more important.

Supplier
Logo: Westiform GmbH & Co. KG

Westiform GmbH & Co. KG

Kinzigtalstrasse 2
77799 Ortenberg
Germany
Digital Signage at a tobacco shelf; copyright: Westiform...
A modern design and well-conceived lighting concept for the tobacco shelves skilfully showcase the products at the POS.
Source: Westiform

Especially traditional aspects such as product presentation, brand presence and consultation processes must be designed more effectively and efficiently in order to boost brand loyalty. As an experienced provider of illuminated advertising, digital signage and shopfitting, Westiform shows how to do this based on real-life success stories.

Clearly arranged product presentation at the POS

Visual appeal is one of the most important success factors for sales promotion. For British American Tobacco (BAT) and ESSO, Westiform has conceived innovative shelves and placed them in the shop, showcasing the tobacco products in a modern design and employing a well-conceived lighting concept. Energy-saving LED elements such as swivel-arm lamps, lighting elements inside the partition walls or illuminated pusher rails ensure optimum illumination of the packages from all sides. This way, each tobacco brand stands out even better. Additionally, there are three integrated monitors playing commercials, which grab viewers’ attention and make the advertising highly effective. The playing times for the monitors are programmed according to the ESSO shop opening times.

Holistic shopfitting concepts for an enhanced brand experience

Besides the product presentation in the checkout area, the focus is being increasingly shifted towards holistic customer- and target-audience-oriented shop equipment. A unique brand experience is created in the new ERGO centres of excellence through the blend of analogue and digital elements. Analogue, illuminated advertising elements such as fascia signs, illuminated lettering or illuminated projecting signs ensure striking outdoor signage. Inside, brilliant brand elements, illuminated multifunctional displays and innovative digital signage systems with multiple digital touch points guide clients through the centres and provide information on ERGO’s services and current offers. This Westiform signage solution allows analogue and digital communication to be combined as well as enabling personal consultation and digital services.

Digital signage boosts brand awareness

Curved LED wall in a Snipes store; copyright: Westiform...
An extraordinary, curved LED wall really grabs visitors’ attention, with a brightness of up to 3,000 nits.
Source: Westiform

To draw the attention of customers to products and services in highly frequented areas such as the city centre, it is crucial to have an emotional product presentation directly in the display window or entrance area. In line with this tactic, the snipes retail chain is setting new standards in its store at Alexanderplatz in Berlin, with an extraordinary digital signage solution from Westiform: a 15-m², curved LED wall has been integrated into the existing shopfitting concept and displays the latest advertisements 24/7. With a brightness of up to 3,000 nits, the video wall is a real eye-catcher.

Professional project management – everything from a single source

Whether illuminated or non-illuminated, analogue or digital, from development to production to installation, Westiform develops a concept suited to your needs in collaboration with you. From creative POS products and shop-in-shop systems to complete, high-quality shopfitting concepts – Westiform presents your brand and products in an eye-catching manner and offers everything from a single source. Find out about the individual possibilities for your business and experience our diverse range for yourself.

related articles:

popular articles:

Thumbnail-Photo: Get your business ready for E-commerce Berlin Expo 2021!...
08.10.2020   #e-commerce #digital marketing

Get your business ready for E-commerce Berlin Expo 2021!

Meeting point for all major decision-makers in the e-commerce sector

E-commerce Berlin Expo is the biggest pure-play e-commerce event in the (tech) capital city of Germany. Over 9,000 visitors and 200 exhibitors are expected every year. E-commerce Expo views itself as a community and a meeting point for all ...

Thumbnail-Photo: The importance of effective complaint management...
12.08.2020   #customer satisfaction #customer relationship management

The importance of effective complaint management

A strategic and cross-channel approach to handling negative customer experiences

Customers are more demanding than ever, while brand loyalty is declining. Even a couple of negative experiences can alienate consumers and erode loyalty. Shoppers increasingly share bad reviews and complaints on public communication channels for ...

Thumbnail-Photo: 3 steps to personalisation in e-commerce
04.08.2020   #online trading #e-commerce

3 steps to personalisation in e-commerce

How retailers can build trust and foster customer loyalty

The COVID-19 pandemic has left a visible mark on the retail sector, and companies have had to find new ways to reach consumers effectively in a very short time. Many companies that had previously focused on stationary retail have expanded their ...

Thumbnail-Photo: Better customer care on Twitter leads to increase in customer...
18.09.2020   #customer satisfaction #customer relationship management

Better customer care on Twitter leads to increase in customer satisfaction

Responses to queries on social media impact service quality perception

Social media has forever changed our society and how people do business. A 2013 report by J.D. Power found nearly two-thirds of customers have used a company's social media site to connect with customer service. New research in the INFORMS ...

Thumbnail-Photo: Sustainability is surviving COVID-19
27.07.2020   #sustainability #coronavirus

Sustainability is surviving COVID-19

Trends and consumer demographics for sustainable products and brands

The NYU Stern Center for Sustainable Business and IRI® published the results of new research examining consumer purchases of sustainability-marketed consumer packaged goods in the US and taking a closer look at the top 10 states in terms of per ...

Thumbnail-Photo: Social commerce opportunities on TikTok for merchants...
31.10.2020   #online trading #social media

Social commerce opportunities on TikTok for merchants

Partnership between Shopify and TikTok

On TikTok, businesses of all sizes are empowered to grow their brands through creative content and storytelling. Since we launched the TikTok For Business platform, we've seen brands around the world make real connections with our users by ...

Thumbnail-Photo: 4 tips on how to handle customer complaints
13.08.2020   #consulting #customer satisfaction

4 tips on how to handle customer complaints

How you can effectively respond to negative reviews and use them to be a benefit to your company

Most retailers don’t like customer complaints. Plus, they also mean extra work. Yet ignoring complaints is not a great long-term strategy because any bad customer experience can haunt your brand if it becomes public. That’s why retailers ...

Thumbnail-Photo: Spotlight on ... city centre
15.09.2020  

Spotlight on ... city centre

Learn more about the challenges that city centres are currently facing in our focus topic

What attracts customers to city centres these days? You can find possible answers to all aspects of city marketing with us. ...

Thumbnail-Photo: Face coverings to be mandatory in shops from 24th July...
23.07.2020   #security #brick and mortar retail

Face coverings to be mandatory in shops from 24th July

Guidance and information for retailers

The Government announced that wearing a face covering will be mandatory in shops from Friday 24th July. Penalties for not wearing a face covering will be enforced by the police, who can issue fines of up to £100 (reduced to £50 if paid ...

Thumbnail-Photo: Interior design and high fashion
14.09.2020   #design #marketing

Interior design and high fashion

New York Fashion Week is going home ... with Lowe's

At a time when home has become the new epicenter of personal style, Lowe's and New York Fashion Week: The Shows have come together to reimagine one of fashion's most iconic moments, transporting high fashion from the runway to the ...