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Point of sale solutions for Avroton in the Nigerian marketplace

The ChallengeIn this proposal we have chosen a wide range of POS that lend themselves well to each of the different store types (independent pharmacies, open market stores and supermarkets). Each store type will attract a different clientèle and the chosen POS needs to reflect this. There will also be space restrictions within the smaller stores so this must be taken into consideration when selecting solutions for each store type. We must also bear in mind that most POS is managed and maintained by store staff, therefore we must produce items that are simple to implement and maintain.

All the POS featured in this proposal will work in stores which operate an assisted and non-assisted sale; where staff may not be on hand to assist customers in a supermarket, the POS can play part of this role. Similarly where staff are on hand, the customer has the added benefit of being able to digest information from the POS and take advice from staff whilst making their purchasing decision.

Avro Pharma Ltd are a market leading Nigerian pharmaceutical company, providing customers in Nigeria premium pharmaceutical brands such as Avroton and Avrocid. Already a trusted brand, Avro require a retail marketing campaign to act as a ‘pull’ mechanism to influence buying behaviour in-store. Having entered the Nigerian marketplace 18 months ago, the brand has enviable market penetration and is regarded highly amongst consumers.

Avro have instructed Hybert Design to create Point of Sale (POS) concepts to increase sales within independent chemists, open market stores and larger supermarket chains. Two products will be at the centre of this campaign; Avroton and Avrocid. Given they are different remedies (blood tonic and antacid respectively), they must be promoted separately and in different sections of the store. The POS must be fresh, bold and appeal to young professionals. It should set Avro aside from the competition and assist in increasing Avro’s market share in the selected stores.

The Market

Activeprofessional

HealtHy

Fun loving

Dynamic

Sporty

busy

Concepts

Concepts

Point of Sale

Shelf Edge Labels

Shelf edge labels (SELs) are amongst the most commonly used POS type in the UK retail market. Cost effective to produce, they attract the customer to the product and display critical information such as special offers or product USPs. Different formats of SEL are available to display information in varying angles and directions. For Avro products, we suggest producing a SEL which reaches out to the customer a little more than a flat, horizontal counterpart.

SELs are suitable for: Independent pharmacies, supermarkets and open market stores.

Wobblers

Wobblers are designed to display similar information to a SEL but involves an added element of movement to the USP. For example, the following wobbler can be deployed in small independent pharmacies through to large supermarket chains:

A wobbler can be attached to a SEL (such as the ‘Alcatel’ example below), combining two marketing pieces in one solution.

Wobblers are suitable for: Independent pharmacies, supermarkets and open market stores.

The following options can be used as a ‘menu’ for selecting the right messaging tools for each store type. A combination of 2, 3 or 4 solutions for each store type may be necessary to reach the required return on investment.

Point of SaleCounter Display Unit

Displaying product on a shop till area or counter encourages late buying decisions; customers who may not have planned on purchasing the product on display on entry to the store may be drawn to the display and make an unplanned purchase. The counter serves as a very convenient location for busy customers who may not have the time to seek out the product they require within the aisles of the store.

Compact and simple to manage for store staff, a CDU can increase sales at the point of sale, the counter, giving the product maximum exposure (especially if customers are forming a queue).

CDUs are suitable for: independent pharmacies and some open market stores.

Floor Graphics

Although most POS displays are designed to be situated at eye level, a visually stunning floor graphic on entrance to a store can be as compelling. The graphic can include ‘footsteps’ or directions to the aisle where the product is stocked, or it can be positioned on the floor adjacent to the shelf.

Hard-wearing and versatile, floor graphics can make a bold statement in-store, whilst directing customers to Avro product shelves.

Floor graphics are suitable for: supermarkets and some independent pharmacies (larger pharmacies with a greater footfall).

Point of SalePavement Sign

Pavement signs are placed outside the store on the walkway to welcome opportune customers in during opening hours. They can display any marketing message and can rotate, swing or even contain an LCD display to communicate a message electronically.

Pavement signs are suitable for: independent pharmacies and open market stores.

Ceiling Hanging Displays

Promotional displays hanging from the ceiling can assist customers in finding the product they are looking for in a large store. They can also act as a prompt to a browser, particularly if the display is detailing a special offer or promotion. They can be hung using specially designed components but will require installation from the POS supplier.

Given the size and proximity of this type of display, their suitability is limited to use in large supermarkets.

Point of SaleFree Standing Display Units (FSDUs)

Similar to a CDU (Counter Display Unit), a FSDU serves the same purpose, in larger proportions. A store with more allowance on floor space is required, as they are usually positioned in aisles or gondola ends. For a more assertive approach, they can be positioned at the front of the store as the customer enters. They can contain product and literature, and can be fitted with literature dispensers containing information about Avro. A competition could be offered to customers on a piece of literature, providing Avro’s marketing department a data capture opportunity on their target market. The FSDU itself can carry any branding and marketing message and be bold and standout in its design.

FSDUs are suitable for use in supermarkets and some larger independent pharmacies.

Tent Cards

A cost effective and ‘one size fits all’ solution to marketing products in store, a tent card is versatile and simple for store staff to maintain. Designed in either portrait or landscape, they are produced using sturdy card for durability. Printed with a marketing message or a simple brand logo, tent cards are a commonly used marketing tool used in many stores in the UK. They are usually placed on top of the product and/or on the shelf. An example of a tent card is shown below, in both landscape and portrait formats:

Tent cards are suitable for use in supermarkets, independent pharmacies and open market stores.

Point of SaleSummary

There are many factors involved in deciding which POS to deploy in each store type, most of which have been outlined in this proposal. It is advised that Avro choose a selection of the options above for each type of store, for example:

Independent pharmacies: Tent cards, wobblers, SELs

Open Market Stores: SELs, CDUs, wobblers, pavement signs

Supermarkets: Floor graphics, ceiling displays, SELs, FSDUs, wobblers.

Selecting the right mix of marketing collateral will optimise sales in each given environment, and reinforce the Avro brand within the target audience. All of the above options can be tailored to Avro’s specifications and requirements. Print volumes can be scaled up or down to match the budget.