POP, a magnet for Points of Sale

  • Advertising at the point of sale has become a key element for brands to generate an impact on buyers.
  • Coordination as a key element: design, installation, and launch of the campaign at the point of sale and in the digital sphere must go hand in hand.

Advertising has always played a fundamental role in provoking the purchase impulse in the consumer, whatever the sector we are referring to.

Even though more and more, we access a large amount of information about products before reaching the point of sale, numerous studies reveal that “More than 70% of purchase decisions are made in the store itself”

Then, how do we attract our public? Defining and promoting trade-marketing strategies and generating POP elements that help enhance brand visibility at the point of sale.

Trade marketing has become an essential tool to promote a product in the place where it is marketed, and thus increase its demand. It is to work the distribution channels to give a better commercial outlet to the products. For this reason, more and more companies are betting on it, and decide to trust us and our experience to get the boost they need.

Having a good POP strategy in the salesroom has become the key to good positioning, since it not only achieves better product exposure but also enhances the presence of the brand in-store, attracting a greater number of clients.

At HMY we have a differentiating element compared to other companies that manufacture POP solutions:

• We design each POP based on our clients’ brief, always thinking about production and subsequent rollout (logistics and assembly).

• We know the points of sale and distribution like the palm of our hand.

What types of POP do we manufacture?

1. Posters and Signage: A simple and economical way to capture the customer’s attention at the point of sale. Banners, stoppers, dips, label holders, stickers for floors, aerials… very practical and quick solutions to install and remove.

2. Exhibitors: These are structures aimed at promoting the products they contain through trade marketing actions. They are located at strategic points and use the elements of the brand’s corporate identity to attract the public’s attention.

3. Displays and Glorifiers: Independent supports that give prominence to one or more articles. They can be located in gondolas, headers, shelves, at checkout, and even in shop windows or other high-visibility points. Especially recommended for up-selling actions.

4. Shop windows: Its function is to attract the public to access the interior of the store. A highly versatile space, where the impact must be very high to generate the desired effect on the buyer.

5. Checkout displays: Perfectly adapted to the payment area, they are placed next to the checkout or the counter and are a great attraction for impulse and cross-selling products.

6. Product segmentation elements by category: We have a very broad portfolio of visual merchandising solutions that improve product positioning as well as the shopping experience.

7. Campaigns and events: Sometimes brands decide to bet on holding events as a strategic tool to promote their launches and products. Another type of activation that generates qualitative visibility.

All of this, allows us to carry out comprehensive campaigns inside and outside the store with 2 fundamental objectives for brands: increase footfall at points of sale and improve influence on buyers.

Capture the attention of the consumer, the essence of POP

At HMY we are very aware of the influence of POP on the purchase decision of consumers at the point of sale. So much so that, just in 2021, we have carried out more than 3,700 POP projects for our clients, helping them achieve:

  • A greater visibility to their brand.
  • A boost to their sales.
  • An Improvement of the presentation and rotation of their products.

Thanks to our 60 years of experience in retail, we understand and know perfectly the distribution channel. Our expertise added to our constant search and updating of the latest trends in the world of retail, allows us to help brands and retailers to achieve their goals.

The most important thing for us is to analyze the consumption patterns of potential buyers so that we can design and manufacture POP that really helps to improve brand positioning and get customers to become familiar with it.

Our goal is that our clients always achieve their business goals. Therefore, our 361 proposal includes:

  • Design: Our Consulting and Design teams propose what best suits the needs of each client.
  • Manufacturing: We manufacture from the simplest display (for example, in cardboard) to the most complex (with integrated lighting, technology, etc.).
  • Digital content: Another of our services consists of creating, adapting, and managing the brand’s digital content to the format of the screens used in displays or exhibitors.
  • Implementation of the product: Our staff is specialized in the placement of planograms.
  • Assembly: In our team, we have expert POP assemblers who are capable of solving any problem immediately and guarantee the success of the project. In addition, at HMY we carry out campaigns at numerous points of sale simultaneously.

In addition, at HMY we develop conscious work and sustainability is an intrinsic part of our company. For this reason, we offer our clients a wide range of sustainable materials and services:

  • Our design teams work under the 10 principles of ecodesign.
  • We offer a sustainable dismantling service for stores and campaigns.
  • We advocate the reuse, reconditioning, and recycling of dismantled goods to promote the circular economy.
  • Our actions are guaranteed by traceability certificates and we have the corresponding legal documentation.

For us, it is important that each project is efficient and sustainable because the successes of our clients are also ours.

The 5 trending materials for the Health & Beauty sector

Years of growth are consolidated in major changes that will impact Retail in the coming years.

  • The Health&Beauty sector is undergoing a major style makeover.
  • Sustainable and natural materials set the standard: these are the keys.

The Health&Beauty sector is probably one of the most fascinating cases in Retail.

It is a highly traditional sector in its conception of sales and consumer relations which, despite maintaining the classical brand-manufacturer and shop-distributor formula, continues to experience stratospheric growth year after year.

The spectacular growth of the beauty industry: from €483,000 million in 2020 to €716,000 million by 2025.

(commonthread.com)

A status quo which, until now, was possible because consumers were segmented in clearly evident niches; and while brands specialised in differentiating their products, distribution was differentiated by price.

However, in recent years the rules of the game and consumers have changed, and this has led brands and distributors to rethink their strategies and positioning.

This change has unleashed an unprecedented renewal of points-of-sale in the sector. Fresh and trendy proposals, greater bearing of experience over product, integration of technologies,…

All based on a new line of materials that are marking a turning point in the design of beauty shops.

This is our selection of the 5 trending materials for the Health&Beauty sector.

1.Stone textures with great character

The trend in 2022 is undoubtedly natural tones and textures in a celebration and return to traditional materials. Traditional in their conception, but highly refined.

In this case, the pore simulation and roughness of the Petra Series adds personality. A material that encompasses two senses for greater realism.

Check out the Petra Series datasheet in our MateriaLab.

2. Smooth ceramics that add elegance

The truth is that this material is not a sector trend; it is a trend for all Retail.

The great variety of finishes of the ceramic range of Porcelanosa Krion Solid Surface (smooth, colour, veining, grain, etc.) allows them to fit in the design of any beauty shop. The fineness of its finish adds a high level of style and its resistance to chemical and physical abrasion make it ideal for beauty displays and counters.

3. Metal takes centre stage with chrome and brushed finishes

Metal is in fashion and has gone from being a structural element of the sector to taking centre stage as a decorative detail. Thus, the new design proposals for the Health&Beauty spaces of leading brands are marking a clear line in which tubular structures are mainly used to add premium details that enhance fittings with bronze, copper, silver and gold tones in chromed and brushed finishes.

Check out the chrome or brushed efinishes in our MateriaLab.

Nyx Store (Tarento, Italy)

4. Textured woods and melamine to connect with nature

That sustainability dominates Retail is a fact. This is so to the point that nearly all world leaders in the sector have changed their communication strategies to etch a concept in consumers’ minds above all others: natural.

Something clearly demonstrated by the recent research published by Euromonitor International (Euromonitor)

This trend should undoubtedly be reflected in points-of-sale and traditional melamines have had to renew themselves to offer even more realism and honesty to the sight and touch.

Special mention should also be made of the standardisation that is virtually mandatory today of using woods with FSC quality and sustainability certificates.

The answer is the Vintage wood series. Rustic finishes with veining and imperfections reminiscent of recovered hardwoods.

Check out the Vintage Series datasheet in our MateriaLab.

5. Recycled woods with hyper-realistic cement effect

If there is one thing that trends of 2022 show us is that textures are dominating beauty shop designs.

Even smooth finishes are enhanced with subtle details that displace the concept of artificially “perfect” lacquered finishes, acquiring a personality more in line with ceramic, earthy and stone materials.

Bebiendo de unas influencias que mezclan artesanía e industrial a partes iguales, la serie de maderas recicladas Ostuni muestran texturas a medio camino entre el hormigón enlucido y el yeso alisado, dando a los espacios un estilo de taller artístico muy chic. Consulta la ficha de la Serie Ostuni en nuestro MateriaLab.

Decléor Store (Paris, France)
Decléor Store (Paris, France)
Boticario Store (Fortaleza, Brasil)
Boticario Store (Fortaleza, Brasil)
Flagship Clapés (Ibiza, Spain)
Flagship Clapés (Ibiza, Spain)


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Siguiente ¿Are there more trends? Naturally.

Materials are ultimately the basis on which the personality of a brand is built. But the concepts being developed in the sector not only reformulate the aspect of the brands, but also how consumers enjoy them.

That is why the new proposals observed in the sector go a step further and include:

1.- Plant elements as decoration to reinforce the message of sustainability. Something in which brands such as Rituals are already pioneers and whose acceptance is increasing.

2.- Aesthetic design, yes, but also experiential. . Aesthetic design, yes, but also experiential.

Sephora (Rollout Internacional)

3.- Let there be light.. All redesign needs a new lighting study that properly highlights each element, texture, zone and product. Beauty is ultimately one of the sectors that best understands the importance and effect of light on consumers

4.- Technology will have a purpose or will not be.. No more screens installed at the last minute, finding them a place where they originally should not be. A phase resulting from digitalisation that was added as an extra layer over existing designs.

Health&Beauty shop designs in 2022 understand that digital elements are an additional aspect of the consumer in-store experience and anticipate integrating them before they become a patch.

5.- Spaces that communicate, but do not shout.One of the most interesting trends is the reduction in offer signage in favour of a more subtle and evocative style. Why not attract and guide consumers with posters and vinyl, lightboxes or digital signage? The right way to escape the price war and increase brand value.

One could think that all these trends are an exercise in creativity for the future, but nothing could be further from the truth. Most of our openings in recent months include one or more of them and the best example is the Comas flagship, in Figueras. This was the spectacular result:

https://www.youtube.com/watch?v=mM9ICIiI8tA

Downloadable: COMAS

Retail Analytics. How to monetize the data generated by your stores

  • Data dominates all our decisions: which products we display, which ones we promote, or when we do so.
  • For brands and distributors, stores are a source of highly qualified data and a complement to their digital platforms.
  • In this post, we’ll give you the keys to put them at the service of your decision-making process.

Information is power, particularly in Retail

There are three reasons that explain the exponential growth of eCommerce in recent years. Convenience and cost are the two most obvious. The third one may not be quite so obvious, but it’s just as important, if not more: data.

Digital media provide us with 100% reliable and real-time information about everything that happens inside and outside our store. This knowledge can easily be put to use when deciding absolutely everything that has to do with our business, and it can even adapt the content of the point of sale in real-time for the user:

  1. What products do I replace and which ones do I get rid of.
  2. Which ones should I promote.
  3. Adapt these promotions to the type of user who walks by a digital medium.
  4. What type of consumer is attracted to each one.
  5. Where are those consumers: in digital and physical terms.
  6. Which campaigns would work best with each of my buyer personas (types of consumer).
  7. And, if we have created suitable data architecture, why does everything happen.

Can Retail emulate this ability to capture data?

One of the most viralized cases of analysis of Retail data was the Target one, a multi-brand chain in the US, where it was speculated how Target, through a follow-up of the products bought by women in its stores, was able to analyse their consumer trends and predict when they were pregnant, anticipating their next acquisitions with a more effective, targeted advertising strategy.

It was never clear, even to this day, if the original article analysing the case was, in fact, covert advertising from agencies devoted to exploiting data, but it does illustrate perfectly the potential that data has for Retail in our business.

And best of all, the cost of these systems gets lower every day.

What data can be collected in a physical store

To explain this relatively new and complex world in the most orderly way possible, in this article we will establish two categories that help us understand the types of data that it’s possible to collect in a store.

The first, according to its origin:

Direct data

This is the data obtained from the direct interaction of the consumer with the store. When people touch a screen, go near a piece of furniture, play a game, fill out a form, buy an item…

The main use we make of this data is to measure the effectiveness of the design, experience and products that make up the store, by answering questions such as:

  • Does the route we have established in our store work?
  • Are there any dead areas or products that are not looked at?
  • Is the consumer willing to interact with our brand beyond the purchase of products?
  • What is the profile of the typical consumer going into the stores (gender, age, products that they are most interested in etc.)?
  • Why is cross-selling of certain products not working?
  • What makes customers decide not to finally buy a product? 

Indirect data

They are those that we collect thanks to the fact that the consumer, inside our stores, makes use of their mobile phone and bridge platforms. This is passive data, collected without the consumer actually having any specific interaction.

They mainly help us to quantify and qualify the attendance in the store: type of consumers, at what time does each of them visit the store, average duration of the visit…

With that understanding, the next logical categorization is the technology used to collect them.

Bluetooth beacon: they react to the presence of a mobile phone with our brand app installed, which allows the user to launch hyper-personalized promotions. Additionally, the Bluetooth Beacon lets you know when a customer using our App visits a store.

Mobile telephony microcells: version 2.0 of analogue meters. They quantify the consumers within our store in real-time. 

This information is very valuable since very specific information is obtained from the consumer (where the people who come here are from, where they live, where they work, gender, age, purchasing power, etc.), as well as information about the point of sale, such as the recurrence of customers in the store, the conversion rate or the percentage of people who walk past the store.

Cameras with algorithms for analysing consumer behaviour: by integrating artificial intelligence into security cameras at points of sale, consumer behaviour within the point of sale can be comprehensively analysed in real-time. Very valuable information is obtained for the most efficient businesses and sales actions, such as how customers go through the different sections, which are the products they stop to look at the most and show the most interest in, how they interact in physical spaces, which ones are the hot and cold spots of the business, as well as the busiest hours in each section.

Various sensors:they can be proximity, beam, pressure, movement sensors… They allow us to identify and quantify the consumer. They are also used to launch animations or content interactions, messages on the screens, etc.

RFID: one of the most widespread technologies in Retail.

It could be described as electronic labelling of products, but they can be used for much more than to merely carry in-store inventory. They allow us to launch interactivity and track consumers throughout our store when they carry a product with them.

WiFi: the data provided by the open WiFi network in our business, as a free benefit for our clients. It’s especially useful when one of our target audiences are tourists, who usually need it the most. This provides us with both counting and browsing data, helping us understand which websites or apps they visit in relation to our store.

 Now technology allows data to be collected in physical stores, in a similar way to that obtained from online retailers, equalising the analysis capacity between the online and offline world.

How to monetize the data obtained

The first step is to set a specific objective behind each piece of information that we want to collect. Ask the right questions.

Especially because a single piece of information won’t usually be of much use. It’s by cross-referencing the concrete data that we really begin to extract the Retail Consumer Insights. That’s when we learn about our consumers.

We will see this compiled in our dashboards, which automate this cross-referencing. But let’s get to the real point about the main benefits that we can obtain from Retail Analytics.

  1. Profiling your consumers: we can quantify and segment the people who come into our stores, in order to detect if the desired target audience is the one that actually comes in, or not. Also when it comes to launching promotions and campaigns, both physical and online.
  2. Analysing routes and average times spent in the store to discover why.
  3. Understanding how many products people interact within the store and why, and which ones do not reach the checkout.
  4. Customising the contents of the store based on the data detected (profile, gender, age, products used…).
  5. Re-targeting on social networks by segmenting those who have been to your store.

 If you want to know more about content and digital signalling in this post we tell you all its secrets.

5 must-have trends in sports furniture (durable, sustainable and agile)

  • Within the fashion industry, sportswear is the sector that undergoes the most changes and trends every year.
  • Shop design should facilitate such rapid and frequent transitions.
  • Customisation, dynamism, agility, sustainability and exclusivity are the 5 most important points to consider.

Concept store design is probably one of the most exciting, but also one of the riskiest fields of design. And undoubtedly the most critical discipline in Retail.

It is a field that needs to combine in equal parts knowledge about consumers and brands, materials and their working processes, graphic arts and technologies, costs and sustainability, etc. 

But above all, it must get it right from start to finish for three tremendously important reasons:

  1. The investment in time and money involved in implementing a new shop concept is a long-term commitment for brands and retailers. There may be changes, but getting it wrong will involves not only an opportunity cost but also a direct cost to fix it.
  2. “Playing it safe” is not allowed. The less novel and risky the design of our shop, the less eye-catching it will be. Less attractive means fewer sales. It’s as simple as that.
  3. To top it all off, the design of a shop must remain current and unperturbed by changing trends. This is the only way it will stand the test of time and fashions and continue to attract customers.

Renew or die: an ever-changing sector

Retail is usually a whirlwind of change, with a rapid succession of seasons and new products that requires transforming shops every few years, or even months.

To the seasonal changes we must add:

  • The new season’s trends.
  • Fast fashion.
  • The sport that is fashionable at the time.
  • The calendar of launches or “drops” established by brands such as Nike, Puma, Adidas or New Balance.
  • And then there is the fashion for collaborations between brands from different sectors to create exclusive clothing collections, such as the collaborations between Lego and Adidas or Levi’s with Pokemon.

Therefore, adapting to these continuous and fleeting novelties makes the design of sportswear shops one of the most challenging in Retail.

If you are sure you want to radically change the design of your sportswear shops, our Consulting & Design teams are eager to inspire and help you.

Contact!.

5 sports sector furniture trends

1.Sportswear = streetwear

“Streetwear” or urban fashion dominates sales worldwide in practically all age groups. This is no doubt due to comfort, the influence of new musical styles, and the rise of a healthier lifestyle with a focus on sport.

Sportswear is increasingly present in all styles, and we can find trainers combined with suits or dresses, even on the main fashion catwalks or glamorous galas. 

Therefore, it is normal to see how sportswear shops impose recreations or elements of the cities themselves in their designs: neon lights, cement and metal textures, glass and marble, etc.

In fact, the most premium sportswear shops have nothing to envy to high fashion boutiques in their choice of materials and final appearance.

2.Streetwear = technology

One of the greatest exponents of urban culture is technology. If being trendy in fashion includes wearing trainers, being trendy in sports concept store design includes technology. It can:

  • Be integrated into the displays, to attract consumers’ attention.
  • Serve as a query point in the form of interactive totems.
  • Assist in brand activation or customer loyalty as points of play or exposure.

3.Reinforce your brand personality over your product brands.

Sportswear consumers are unfaithful by nature. They like a variety of brands, which is why multi-brand retailers are in an ideal position to expand.

Something that has led to the success of brands such as Foot Locker, Foot District, Snipes, Sportland or Deportes Base has been to reinforce this positioning as “street fashion experts” through a very marked personality in their furniture. The choice of textures, lighting accents or shapes of the murals and displays are part of the brand’s visual identity manual.

The trend, as opposed to hiding furniture behind products, is to give it visibility and prominence, to add an element of constancy to such a fast-changing sector.

4.Sustainability as a cross-cutting value

For almost a decade now, practically all brands have been committed to sustainability as an added value for consumers. From being included as just another CSR section, it has become a guarantee for more and more products. The inevitable evolution is that this will be transferred to the design of all the brand’s points of contact with the consumer.

Whoever does it first will be able to offer it as a brand differentiator. The latter will simply be accused of greenwashing by the consumer.

In this post we gave you 8 key pieces of furniture that you can now integrate into your points-of-sale, from decorative to product displays.

5.Play with modularity

Using modular furniture that we can easily transform to always offer a visual novelty to consumers is something that we consider a trend in all retail sectors but it is even more important to keep it in mind when we talk about sportswear retail and its volatility.

Having the ability to play with the product displays and dedicate them to T-shirts, sneakers, accessories, etc., depending on our launches or campaigns, or simply use them as rotating elements helps to maintain the interest of consumers who visit our shop by way of showrooming.

Are you ready to apply these trends in your brand redesign? Contact us!.

2022 Retail Trends – What do we expect from brands and distributors this year?

  • New designs, more technology and a redoubled commitment to sustainability
  • The pandemic, although not yet behind us, will not be a constraint

A new year has arrived and, as well as looking back to learn from the past, at HMY we are looking to the future trying to discern where the sales strategies of brands and retailers around the world will be heading in 2022.

The eCommerce boom, economic crises, a global pandemic… And yet, the result has not changed: Retail dominates sales. What has changed is Retail’s formula for remaining more relevant than ever.

Economic uncertainty and the pandemic have marked the beginning of the year in a society that has returned to the streets and shops with old and new habits, and the main Retail metrics point to sustained growth. According to the research portal, Statista, 6.6% growth is expected in the coming year, despite the renewed surge in eCommerce.

But how can physical points-of-sale emerge stronger in a post-pandemic society which has rapidly embraced online commerce? This is because Retail has adapted both out of necessity and opportunity.

What do consumers seek in 2022?

The eternal question and starting point for the Retail trends of each year. After analysing the projects we undertook in the second half of 2021, it is clear to our global experts.

Experiences

Retail’s great opportunity and value contribution to brands’ omnichannel strategy. The convenience of an online transaction is hard to beat, except in specific cases (such as convenience and transit), but consumer engagement can only be achieved with an experience that is enjoyed with more than two senses.

Visibility and proximity

The reach of online advertising is undeniable, but its saturation is reaching the same levels as traditional media.

This makes physical points-of-sale visually spectacular and strategically located ones have regained great value.

One of the most relevant metrics of the year is that influx to shopping centres has grown by 14%, as published by InfoRetail in November 2021.

Safety, but not uncomfortable

Something that consumers have internalised accordingly with the COVID situation and measures for each area and the individual habits. The role of Retailers has been relegated to providing the minimum requirements at all times in an elegant and non-intrusive way: keeping the point-of-sale unsaturated and without obstacles or major stoppers, making safety as automatic and clean as possible.

5 Retail trends for 2022 – The year of sustainability and technology

2021 was a key year in which two essential aspects that will mark the performance of brands and distributors in Retail began to take shape: sustainability and technology.

The main line of communication of most brands is the promotion of products manufactured from recycled materials and environmentally responsible initiatives.

Furthermore, the democratisation of the cost of technology for Retail is driving the number of points-of-sale that incorporate it. Brands are daring to create increasingly more impactful displays, especially in corners, activations and flagships, aware that this is the winning card for improving the consumer experience.

How are these inputs translating into trends for the year ahead?

1.Sustainable products in sustainable points-of-sale and recycling

Brands will apply the same strategy used with their products to their points-of-sale and activations. Sustainability initiatives in Retail will combine shops and marketing campaigns, conveying a message and creating spaces consistent with the communication.

2.Interactive shops

Having conquered the easiest part (digital signage), the level of technological spectacularity will increase at points-of-sale, where screens and one-way messages will no longer suffice and consumers will demand the ability to personalise their in-store experience through interaction.

3.Eye-catching and bold designs, together with premium formats

Points-of-sale as mere places of transaction no longer build customer loyalty. They have their space as points of convenience, but only those that offer something extra will succeed in building customer loyalty, i.e. those worth visiting… and posting on social media.

4.New materials and combinations

Light integrated into furniture has become indispensable for giving added value to traditional wood and metal, but retailers are already asking themselves: “Now what?”

In 2022 we will see a greater use of surprising materials, new textures, premium finishes… The use of ceramics, glass and vinyls will give commercial installations real personality.

5.Pure playersare redoubling their expansion strategies in Retail

The first brands born on the Internet are already in physical Retail and they have paved the way in recent years, demonstrating that it was not just a whim: online needs Retail and vice versa. Hawkers, Ecoalf, Oppo…

Their mixed selling strategies have led them to play with different shop formats to achieve their expansion strategies, but all surprising and brave. Who will follow them? Our “Keys to Expansion in Retail” guide will no doubt prove useful.

Consumers and technology have been changing the rules of the game for years, threatening the continuity of traditional Retail (mere product-currency transaction), but opening new windows and spaces that bring unique value to brands and customers.

It is in the combination of both aspects: digital (seamless and fluid) and physical (surprising, exciting and enveloping) where consumers truly connect to brands.

Each year, this panorama becomes increasingly defined in the form of emerging trends.