In May 2010, Valcorp Fine Foods went out in search of a display builder, who could help them devise and execute a plan to create a display to relaunch their Lavazza A Modo Mio branded coffee machines and coffee pods. It was their first real push onto the retail floor, so there was an exhaustive screening process to ensure this iconic brand was given the strongest possible leverage. Fortunately for us, Synergy Australasia was contracted having offered the best strategy and design solution.
The current Lavazza point of sale displays failed to reflect the premium quality of the product and lacked the desired branding impact. The physical configuration of the displays meant the coffee machines and complementary coffee pods were often separated on the shop floor, leading to lost sales opportunities and customer frustration. So, we set about giving the displays some design real presence and uniformity which would be instantly recognisable as a Lavazza.
With Lavazza’s main rival Nespresso being backed with a monolithic George Clooney lead main stream advertising campaign, the battle line was drawn on the point of sale front. To compete, Lavazza’s Australian POS presentation needed to align itself with the global high end direction being benchmarked.
The strategy was to flood the market with display units, which both offered cut through and complemented the products being displayed. Achieving an affordable price point was critical in achieving this and four variations of display unit were designed and fabricated. This tiered strategy meant more units could be put into the field, by allowing Valcorp Fine Foods the flexibility to negotiate varied sized floor spaces with selected retailers, in turn adding greater reach in to stores.
While the design process was more involved and time consuming than a ‘one size fit all’ approach, the retailer uptake has been phenomenal, with more than 200 units rolled out nationally within a month span. With the pre Christmas deadline met, record sales results have been realised and the focus of the company for it’s other brands has now turned to point of sale display marketing.
The units themselves are striking on the retail floor, finished in a high gloss red paint, white shelves and featuring an in built LCD photo frame capable of playing video footage.
Greg Bull, Group Supply Chain Manager of Valcorp Fine Foods, has stated supply for the products is being outstripped by demand, which is a ‘good problem to have’ in these uncertain trading times.
Moving into the Christmas period, the display units were occupying space in Myer, The Good Guys, Harvey Norman and Clive Peeters stores and will feature new video messages relating to sale offers and new product releases_ keeping the momentum moving forward into 2011.
So, has the new POS display design been a sound investment? In the first two full comparative months since their introduction into the market, sales have increased a phenomenal 82%_ a figure that nobody had expected.