Brand design • 24.06.2016

”The POS is not rocket science“ – emotional design for Astra

Interview with Lars Roisch, Managing Director at Stein Promotions on the design of the Astra product vignette in St. Pauli’s Edeka

Shopper, retailer and industry: product marketing needs to include these parties’ interests at the POS system. That’s good advice from Lars Roisch, Managing Director of the Stein Promotions Agency. In this interview, he explain how his team has solved this challenge in a design project for the Astra beer brand.

Mr. Roisch, what was your goal in designing the Astra brand vignette in the Rindermarkthalle?

We primarily wanted to create an emotional response from customers; they should enjoy shopping. The design and with it the visual merchandising are designed to help customers in making a buying decision and thus increase sales. After all, shopping is an emotional activity.

Appealing to consumers’ emotions – how did you translate this into the Astra project?

By creating a high level of authenticity in our design. The beer brand’s long-term bond with the St. Pauli football club is the recurring theme for the concept. The individual shelf sections are based on the look of the club’s locker rooms in the St. Pauli stadium. We also incorporated some “shabby chic” design elements to create a somewhat more down-to-earth look versus what things looks like in reality and align it with the ideas of the fans.

Lars Roisch, Managing Director of Stein Promotions
Lars Roisch, Managing Director of Stein Promotions
Source: Stein Promotions

A jersey featuring the number 27 by defender Jan-Philipp Kalla is centrally placed – a treasured paraphernalia from the club’s history. A well-known street artist has created a mural with an Astra slogan. A scoreboard indicating the score “Astra:1 - Visitors:0” is also integrated into the design and is attached to the wall. The different product lines are labeled in chalk writing on chalkboards. 

How do you decide where the different products should be displayed?

This depends on the emphasis and the surroundings of the market. This EDEKA market is not your typical neighborhood market. It features a high percentage of convenience items. There are many sights and subsequently many visitors in close vicinity of the Rindermarkthalle. This is why it totally makes sense to consider the consumer behavior when it comes to the products and their placement. In this case, six-packs are an appropriate and convenient product choice for example.

How long does it take you to design and implement a project like the Astra product vignette?

If all goes well, we need approximately eight weeks for the implementation. In this case, we needed three rounds of voting for the development in a two week period, as well as 14 days each for design and structural implementation. The project was part of a new development in the Rindermarkthalle. The project start was in spring of 2015. 

What else was important to you?

Our special focus was to bring some calm into the vignette by displaying the products in a clear layout. This makes access easier and overcomes any shoppers’ reservations. 

Photo: ”The POS is not rocket science“ – emotional design for Astra...
Source: Stein Promotions

How is all of this received by retailers and customers?

To the best of our knowledge, the project is running smoothly and the merchandising generates increased sales.

What type of POS design do you recommend to retailers?

I believe I should build a store where people can have some fun! Shopping is an emotional activity. Products and presentation should appeal to consumers’ emotions and motivate them to buy. You should always keep shoppers, retailers and the industry in mind in your design!

Isn’t that a given?

Not necessarily. In the past, the focus was on the brand and the retailer. An emphasis on the shopper is still not something we see all that often. Today we truly need to take care of the customer. There is a lot of power in that! Our job is to understand the problems and concerns of the company and the merchant. To do this, we also need to incorporate the wishes and wants of shoppers.

After all, customers have a hard time today choosing from too many available products – the latest brain research findings prove this. What’s so difficult is identifying the differences between seemingly identical products. Because after all, what are the actual distinctions between the many hair care products? Oftentimes, retailers believe they need a large selection and corresponding pricing. Yet there are definitely consumers who are willing to pay more for a premium product – that’s because they also expect higher quality. In this instance, it clearly makes sense to highlight the pertinent products. Placement, as well as product selection, are important factors in this. A good example of this is DM and Schlecker.

How can retailers determine where and how they should showcase their products?

By analyzing their customers’ buying behavior even more – with heat maps, for example, to track where customers walk or with surveys on product choices. These let you draw many conclusions on where you should display products. POS is not rocket science!

Author: Natascha Mörs; iXtenso

related articles:

popular articles:

Thumbnail-Photo: Nike House of Innovation Shanghai: pop-up store of the year...
02.04.2020   #shop design #design

Nike House of Innovation Shanghai: pop-up store of the year

Jury prize award at Frame Awards 2020

The Frame Awards 2020 has received almost 1,076 submissions from hundreds of design studios from over 51 countries across the globe. The jury panel for the spatial award retail category consists of internationally renowned directors from top brands. ...

Thumbnail-Photo: Why does “sin” feel so good?
01.04.2020   #decorative lighting #shop design

Why does “sin” feel so good?

The store design of the AllSin gourmet chocolate store in Barcelona is all about blocks of chocolate

Attention all chocolate lovers and sweet tooths: Heaven is located at Carrer de Ferran 30 in Barri Gòtic, the charming Gothic Quarter right in the heart of Barcelona.The store’s display tables feature chocolate towers stacked high with ...

Thumbnail-Photo: Where store design meets way of life
31.03.2020   #brick and mortar retail #shopfitting

Where store design meets way of life

Brava Fabrics concept store reflects the Barcelona spirit

With its endless streets full of fashion boutiques and chain stores, Barcelona is a mecca for shopaholics. As they venture off the beaten track into the city’s side streets, travelers will discover hidden local brands. Brava Fabrics, a ...

Thumbnail-Photo: Vans opens its first community-driven retail store in LA...
12.02.2020   #brick and mortar retail #brand management

Vans opens its first community-driven retail store in LA

Including gallery, lounge, workshop and event space

Vans opens its first community-driven retail and event space in Downtown Los Angeles. The 11,500 square feet space pays homage to Los Angeles' deep skateboarding roots and thriving art community over two floors featuring work from a number of ...

Thumbnail-Photo: What shop design can look like: Natura
14.05.2020   #brick and mortar retail #shopfitting

What shop design can look like: Natura

Light up the world with a smile

Pink flamingos adorn the walls in the entrance area of Natura in Barcelona. The name reflects the essence of the store: the sales floor features natural colors, wooden design elements, greenery walls, and warm light. ...

Thumbnail-Photo: In harmony with nature
10.02.2020   #lighting concepts #shopfitting

In harmony with nature

Biophilic design in retail spaces in the 2020s

A new decade has begun and has inspired the iXtenso editorial team to track down the latest retail design trends for you. One of the hottest trends of the moment is biophilic design. ...

Thumbnail-Photo: Store design concept: “A bouquet for Shibuya”...
24.03.2020   #shop design #design

Store design concept: “A bouquet for Shibuya”

Frame Awards 2020 – Wellness inside and outside of the body

L’OCCITANE Bouquet de Provence is a renovation project of their flagship store located at Shibuya Crossing, one of the busiest places in Tokyo. For their first-ever collaboration with Pierre Hermé in Japan, the store was transformed ...

Thumbnail-Photo: Winners of the Frame Awards 2020
05.03.2020   #design #shop design

Winners of the Frame Awards 2020

Categories for outstanding designs include stores and window displays

On Thursday 20 February 2020, the winners of the Frame Awards 2020 were announced. During the Frame Awards day festival program on 19 & 20 February, the nominees defended their work publicly during the live judging sessions before the category ...

Thumbnail-Photo: New accents in interior design
17.02.2020   #lighting systems #shop building

New accents in interior design

Just one of the innovations: LightBeton® Retro

When we at Richter akustik & design present ourselves at national or international trade fairs, it is worthwhile for the experts to take a closer look.And now it’s time again. From the 16. to 20. of February at EuroShop 2020 in the CCD ...

Thumbnail-Photo: Not just stow it, present it, please!
18.02.2020   #shopfitting #electronic shelf labels (ESL)

Not just stow it, present it, please!

Shelves and their possibilities at EuroShop 2020

Shelves are no longer just shelves. Form, colour and also function can vary. At EuroShop 2020, we will see what is possible with merchandise compartments today and that the good old shelf is not obsolete despite digitization! ...

Supplier

Burkhardt Leitner Modular Spaces GmbH
Olgastrasse 138
70180 Stuttgart
APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
Richter akustik & design GmbH & Co. KG
Richter akustik & design GmbH & Co. KG
St.-Annener-Straße 117
49326 Melle