IT training point of purchase TruePDF march 2019

Editor’s Note
VOLUME : 14

ISSUE : 8

MARCH 2019

Love it or hate it,
there’s no escaping
change!
W

hen Bob Dylan wrote the song ‘Times they are a-changin’ way
back in the 60s he meant it to become an anthem of change
for his times, which of course is what the song eventually became.
What Dylan did was to simply
articulate the voice of his times, the
mood. The power lay not only in the
song, but also in what it sought to
evoke.
Indeed, power is central to the idea
of change, which is what possibly
makes it so terrifying too. Very few
of us are indifferent to change – we

may long for it, enjoy it, hate it or
are simply feel too overwhelmed by
it. But we can’t be indifferent to it.
And one thing is for sure- change is what keeps things evolving.
As you are reading this, I am hoping that the seeds of change are
already being sown in the in store marketing industry – whether in
terms of innovative new solutions showcased by exhibitors at the In
Store Asia 2019 Expo or new ideas and thought processes in store
marketing/brand visibility/ shopper engagement being explored
at the In Store Asia Convention or in terms of inspiring new sparks
being generated by the VM&RD Retail Design Awards…. The idea is
to have a platform to kick start change for the better. After all, none
of us can dispute the fact that if this industry has to grow and help
the whole eco system rise to the next level, then change is a given.
This is why we have devoted this special issue to presenting the views
of brands/retailers and industry players on the changes they wish to
see in this space. I hope you enjoy reading it as much as we enjoyed
absorbing and presenting it.
Wishing you happy changes!
N. Jayalakshmi

/>magazine/magazine-retail.html
EDITOR & PUBLISHER

:

SR. ASSOCIATE EDITOR

:

Vasant Jante
N. Jayalakshmi

ASSOCIATE EDITOR

:

Satarupa Chakraborty

SR. REPORTER

:

Smita Sinha

DESIGNER

:

Vinod Kumar. V

CIRCULATION / EDITORIAL OFFICE:
1019/2, 1st Main, 1st Cross, Geetanjali Layout, New
Thippasandara, Bangalore - 560 075. Tel: 91-80-40522777
Email: www.vjmediaworks.com
MUMBAI OFFICE:
201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar,
Nr. Kamat Club, S.V. Road, Goregaon (W), Mumbai - 400 062.
Tel: 022-40234446
DELHI OFFICE:

E-24,2nd Floor, Right Hand Side Flat, Naraina Vihar,
New Delhi-110 028, India. Tel: 011-4241 5179
Business Head
Nimisha Shah +91 99671 11587
Sales Head
Suvarna Jante +91 99300 25075
Marketing Executive
Neha Jante +91 98450 11541
Sales Executives
Sudarshan Sakhare +91 86690 68831
Binayak Biswas +91 88703 12069
Point-of-Purchase is a monthly published by Vasant Jante
at 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New
Thippasandara, Bangalore - 560 075
Printed by Suresh Pai at Sri Sudhindra Offset Process, #97-98,
D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003.
Point-of-Purchase is owned by Vasant Jante and edited by him.
The opinions expressed by authors and contributors to Point-ofPurchase are not necessarily those of the editors or publishers.
Point-of-Purchase may not be reproduced in whole or in part
without permission of the publisher.
Print Copy
Subscription for one year
For Nepal & all other countries

:
:

Rs. 1,200/$ 190 by air

Digital Copy

Subscription for one year
:
www.media4growth.com/magazine/

Rs. 400/-

All subscriptions are to be pre-paid. The claims and statements
made in the advertisements in Point-of-Purchase are those of the
Advertisers and are in no way endorsed or verified by Point-ofPurchase.

For Subscription - India :
email:

4 I March I 2019



Content
VOLUME : 14

ISSUE : 8

MARCH 2019

POP Picks

8

International POP

16

Cover Story

Wish List 2019:
The Changes They Would Like To See
Wish List 2019: Brandspeak
Wish List 2019: Industry Speak

Retail Talk

How Airtel is ringing in Gen-Next retail space
‘Online and offline models are co-existing happily’

18
19
28

38
42

Retail Technology

Driving retail efficiency & cost benefits with
the right POS

46

Technology

Big data in retail:
Balancing opportunity & responsibility

In-Store Asia 2019

ExhibitorSpeak: In-Store Asia 2019

50

54

Column

Ergonomics in Retail Design:
Going beyond flashy interiors

62

In-Store Asia 2019 Exhibitor List

65

Resource

74

Calendar

76

6 I March I 2019



POP Picks

Category - Confectionary

Rich blue for
creamy brown
The Brand Story: Last year Mondelez International reportedly
announced that it was combining Oreo and Cadbury to launch
two new chocolate products, obviously riding high on the
success of the combination. Both the power brands of the
company reportedly grew 3.8% in retail globally during the 3rd
quarter of 2017.
The In Store Communication: Mondelez seems to have
leveraged the potential of in store visual communication very
well with this corrugated display unit in rich blue background
with vivid prints to bring alive the sensory pleasure associated
with the product and highlight the winning Cadbury –Oreo
combination.

Category - Confectionary

Are you a tough
nut to crack?
The Brand Story: When Mars Wrigley Confectionary recently
announced the launch of a new variant for its brand Snickers,
the Snickers Almonds, the campaign was in line with its earlier

narrative build around the global theme of ‘who are you when
you are hungry’. The brand extended it to convey that ‘you are
not you when you are hungry’ to highlight the value of the new
almond enriched variant.
The In Store Communication: Well, the hero of this whole
in-store narrative is of course the almond, and this display unit
does a good job of making sure this ‘hero’ stands out and sells
the brand even to all the tough-nuts-to-crack out there!

8 I March I 2019



POP Picks

Category - Beverages

The gold rush
The Brand Story: Nestle recently launched a
new packaging and recipe for its brand Nescafe
Gold. The campaign for the new Nescafe Gold
included an emotive TV commercial that drove
home the need to celebrate special moments
and special bonds. The overall idea seemed to
be to raise the emotional quotient around the
product.
The In Store Communication: The new brand
packaging and narrative that conveys class
and fine moments is extended into the in-store
communication with this premium looking

display that evokes the richness of the product.

Category - Personal care

Did you ‘Kiwi’ to
perfection?
The Brand story: Did you know that Kiwi the
shoe polish brand was first launched and sold
Australia in 1906? Or that in Malaysia the brand
was so popular that ‘Kiwi’ began to be used as
a verb to denote shoe polishing? Like, ‘did you
‘Kiwi’ your shoes?’ Interesting, right?
The In Store Communication: Well, this time
tested brand seems to be going all out at retail
to promote its products with this neat wooden
FSU. In keeping with the current trend the brand
communication is all about resonating with the
aspirational levels.

10 I March I 2019



POP Picks

Category - Personal care

Colour me pretty
The Brand story: The Indian nail care market is projected to
grow rapidly during 2019-2024 and a report estimates the size

of the nail care market in India to be Rs 7.2 billion. No wonder
nail care salons and nail bars are growing in numbers. Nail care
brands like RSG are also leveraging the retail route to trigger
impulse purchases.
The In Store Communication: With a wide range of bottles
colourfully stocked against a jet black background and minimal
brand communication, the display does a good job of persuading
shoppers to pick up a bottle.

Category - Personal care

Pretty presence
The Brand Story: The market size of India’s
beauty, cosmetic and grooming market will reach
$ 20 billion by 2025 from the current $ 6.5 billion,
says a report. The growth projection is attributed
to factors such as rise in disposable incomes
in the middle class and the rise in aspirations.
Brands accordingly are ensuring variety in both
product range and its communication to the end
customer. Fiama from ITC has come out with its
Bath Essentials range which has some interesting
offerings in its kitty.
The In-Store Communication: This Fiama Bath
Essentials display needs no extra frills with the
products doing all the communication, simply by
being what they are!

12 I March I 2019

POP Picks

Category - Food and food products

Heart of the matter!
The Brand Story: Gone are the days when a
brand simply advertised its product and expected
the consumer to lap it up. Today’s consumer
is aware, health conscious and has multiple
platforms to access information. A market leader,
especially in the FMCG category, has to position
a brand narrative that establishes credibility, trust
and resonates well with the consumer needs.
This means going beyond manufacturing and
marketing and getting into awareness generation
and knowledge sharing.
Edible oils major Saffola from the Marico stables,
for example, has an initiative called Saffolalife
which partnered with AC Nielsen and SRL
Diagnostic Lab to study the impact of what the
brand calls ‘belly fat
on heart health’. The
idea is to reiterate
the brand’s focus on
the health narrative.
This line of brand
communication
obviously extends to

the retail space.
The In-Store
Communication:
Well it couldn’t get
more direct than this
– a heart shaped unit
to convey the brand’s
message of being
beneficial to the heart!
The brand messaging
goes right down to it
with a simple question
addressing the shopper’s
choice.

14 I March I 2019

Category - Food and food products

Pop up the
flavours
The Brand story: 4700 BC Popcorn positions
itself as India’s first gourmet popcorn. It would be
interesting to know the background behind the
brand name. Equally interesting is the category
– gourmet popcorn. One can assume that the
gourmet part comes from the range of flavours
the product comes in, from peanut butter and
dark chocolate to onion and sour cream.
The In-Store Communication: It’s another

example of how the very newness of a product
can help build curiosity around the brand
presence in store, though the display unit too
does its own part to create a distinct presence for
the brand.



International POP

Miller Lite NASCAR Display Wins
The Pole
MillerCoors drove into retail just in time
to kick off the NASCAR season for the
first of two Daytona 500 races. Last
year’s Daytona 500 went flat with no
beer sponsorships on any of the cars
but that is changing in 2019 with several
breweries climbing in for a ride.
To help support Team Penske and
Miller Lite, the brewery rolled out a
one-two punch with this stacker display.
The number 2 Miller Lite car, driven by
2012 NASCAR Cup champion Brad
Keselowski, was the star on this display.
Featured as a miniature replica, the race
car was designed to rotate on a battery
powered oval which was wrapped with
brand messaging. Another larger car was
used as a standalone piece. MillerCoors

is hoping to rev up sales with this great
display. n

Boska Wheels Out
A Cheesy Display
Boska Holland is an innovative and authentic family company
with a love of cheese that dates back to 1896. Known for
their high-quality cheese accessories – largest product range
anywhere in the world – the brand was spotted at a local
cheesemaker merchandising the utensils shown above with
this faux cheese wheel. What cheese-lover wouldn’t make a
purchase from this display! n

Point of Purchase Online Network TM

www.popon.net

16 I March I 2019



Cover Story

WISH LIST 2019:

THE CHANGES THEY WOULD LIKE TO SEE
‘If you do not change
direction, you may
end up where you are
heading’ – Lao Tzu.

Now that is a terse
statement ominously
packed with meaning. In
the retail landscape, the
winds of change have
been blowing from many
directions – Ecommerce,
technology, emergence of
more and more brands,
not to mention more and
more categories, the rise
of a new generation of
shoppers, etc. This means
newer challenges for both
the brands and the retail solution providers in ensuring constantly engaging retail visibility.
This in turn means a change in the direction of how they approach brand communication in
store.
While technology has heralded many of these changes, it can also be the solution to work
around these changes. A study quoted in a Retail Dive report says that about 57% of more
than 1,000 consumers surveyed said they had used a retailer’s mobile app while in-store,
mainly to redeem or find coupons or discover items on sale. And according to a PwC annual
consumer survey, about 40 % of consumers make purchases inside a physical store at least
once a week, compared to just 27 % who do the same online.
So let’s face it, there are two things that are both here to stay in retail –technology and brick
and mortar. So how can we make the best of them? And more importantly, what would it
take to usher in changes that can elevate the retail space? The best people to answer these
question are of course the people closely engaged with it- the brands/retailers and the retail
solution providers who enable brand presence in retail. Both these groups have their own
needs and challenges and each group wishes the other group changed some things for the
better. So what do they all wish to change? Ahead of the much-awaited show, In-Store Asia

2019, here’s presenting WISH LIST 2019 – the changes that these stakeholders wish to see in
retail. Read on as a few brands and industry players share their views in the next few pages.

18 I March I 2019


Cover Story

WISH LIST 2019:
BRANDSPEAK

Brands and retailers in the brick and mortar space today have the unenviable task
of not only drawing shopper attention, but also engaging them through immersive
brand narratives and experiential value-adds. This possibly means new /redefined
expectations from their retail visibility and POP partners. So what’s on their wish list?
What do they seek from their retail solution providers? Point Of Purchase reached
out to a wide range of brands and retailers from the FMCG, personal care, home,
consumer durables and other segments regarding the changes they would like to see
in the retail solutions industry in terms of parameters such as innovation, technology
adoption, material usage and quality deliverables.
A few of them chose to address the question and share their views on the above
aspects, along with their take on what they would like to see in the retail space
overall. Read on…

‘Make some investments towards
analytics & metrics’

A

lthough there’s huge investment done towards visibility and

merchandising support, display vendors should understand that the
shelf life of that investment is not more than a few weeks or at best, just a
month. ROI is as important to them as it is to us. Unfortunately, not many
players are thinking in the line of reaping the maximum benefit from the
investment. For an FMCG brand, those display supports are just purely
visibility tools. I would really recommend the vendors to make part of those
investments towards some analytics and metrics that can show us shopper
impression, actual visibility share in terms of watch, etc. They need to bring
in some technology in place to map all of that so we are more confident
in buying those solutions.

Sankalp Potbhare, Managing Director, Kraft Heinz India

19 I March I 2019


Cover Story
‘Synergy between retailers and malls is
important’

I

n the context of what I would like see in the mall space overall, first, we would
like to see technology based features like virtual wardrobes for trying out new
products. If a customer stands in front of a camera and selects a particular dress,
then she should be able to virtually check out how she looks in that apparel.
Secondly, a retailer should have synergy with the malls and jointly participate in
promotions for a particular category so that it becomes a common agenda and
the cost is also spilt. We are slowly moving towards a system where we would be
reciprocating and sharing our customer data to focus on joint promotions across

various brand offers. Database can be shared between the mall and the brands
for promotional activities in the mall. Retailers should also reassess on how to give
a fresh new look to the store on a frequent basis, which doesn’t necessarily mean
major innovation. They can just focus on attracting more customer to the store
with simple changes, like say playing around with their window themes or working
on certain lighting levels in the store, etc.

Manoj K Agarwal, CEO, Viviana Mall

‘Consumer first approach will ensure
quality & deliverables’

2

019 has to be driven by moving from attempting to communicate a quick
message in store to doing a more immersive experience. Essentially it has to
be more about experience curation that resonates with an individual’s identity
while also getting the message across.

Some things we would like to see are Innovation in displays and visibility solutions: There is significant scope for this,
with more new launches than ever before; yesterday’s innovation is today’s norm.
We need innovative, space effective solutions that can communicate more in less
space. With cramping up of retail shelves, space utilisation will be key.
Quality & Deliverables : Professional & Turnkey solutions - Point-of-purchase
solution providers have to think of it from a consumer first approach, which will
entail timely execution, on site modifications and also high quality materials usage.
Materials usage: Sustainability is not just the need of the hour but also a major
marketing point of 2019. Brands need to switch to more earthy, sustainable and
reusable visual communication. Material recycling and use of natural materials for
visual merchandising might be big in the years to come.

Technology usage: While technologies such as AR and video usage is going up,
the recent approach has been to make an experience around a technology, say
VR. But it should be the other way around. We need to first be clear about our key
experience and messaging and then build or integrate the tech around it.

Aditya Bagri, Director, Bagrry’s Group

20 I March I 2019