Bad Salzuflen. (bre) There are countless products and brands at the point of sale. Everyone wants to be seen and to stand out. Not getting lost in the diversity is a challenge that every brand has to face. You can only buy what you can see. As simple as it may sound, it takes the experience and expertise of the right partner to get the perfect presence for your product or brand.

A particularly successful example of strong brand placement is the solution that POS TUNING has developed for Ben & Jerry’s. Willem Klein Zeggelink, Customer Director Business & Category Development CPG, together with the ice cream manufacturer, came up with a concept that literally went through the roof.

Willem Klein Zeggelink, Customer Director Business & Category Development CPG at
POS TUNING

“In the frozen food area, it is difficult to keep track and keep things in order. Products fall over or get stuck in the back of the cabinet. This is particularly noticeable in packaging with unusual shapes,” reports Willem Klein Zeggelink. The Ben & Jerry’s ice cream pints have a conical packaging and a standing presentation did not lend itself to this. Therefore, it was decided to go for a lying presentation, creating a completely new look in the frozen food cabinet.

Willem Klein Zeggelink remembers: “I offered the double layer presenter to Unilever Belgium as Presentation solution for Ben & Jerry’s. Unilever Belgium did a test with smaller quantities at a retailer over a few months. Afterwards, I received feedback that the test was very well received.” A first large rollout followed.

To draw even more attention to the brand, Ben & Jerry’s asked if they could brand the solution? “This was quite a challenge, as we had to brand the tray as well as add aclaim to the pushfeeds. We decided to print the back of the top panel using digital printing. The data was provided by Unilever and the end result was to everyone’s satisfaction,” says Klein Zeggelink.

The example of this project clearly shows how effective the interplay between creativity and technical implementation can be. Particularly in the area of brand presentation , both functionality and visibility are crucial to the success of a product at the point of sale. With the decision to use the double-layer presenter for brand placement Ben & Jerry’s has become an eye-catcher in the frozen food cabinet. Not only has the overview and accessibility been optimized, but a visual anchor has also been created. In addition, the branding on the tray and the pushfeeds to secure the shelf.

Within one month, the customer, sales and development department created a solution that stands out from the standard in the frozen food cabinet. Willem Klein Zeggelink is pleased: “We have achieved a very satisfactory result and have received only positive feedback so far.”

Willem Klein Zeggelink, Customer Director Business & Category Development CPG at POS TUNING

• The motto of the DTI Frozen Food Conference in 2022 was “Moving towards a more sustainable future”.
  
  What challenges does this motto pose for the industry?
  

Sustainability is the topic of the industry. All food manufacturers are concerned with this topic and want to make their contribution in the future. In order to achieve the global climate targets (max. 1.5° global warming), a rethink regarding food must take place. Factory farming and meat consumption need to be put to the test. The DTI supports members with the initiative “Frozen food industry on the way to climate neutrality”.

• What does this mean for the presentation of frozen products?

With the help of better visibility through more order and overview, the duration of door opening times at the frozen food cabinet can be reduced. Thus, less cold gets outside and energy loss is reduced. With the help of our solutions, products can always be presented at the front. Shoppers thus find their product more quickly and the time spent at the cooler is shortened. This is a simple step that can be taken to advance sustainability in the frozen food industry.

• A few years ago, many retailers replaced their freezers chests with cabinets. Now we see that this trend is being reversed in parts, or at least that the focus is on a two-track solution. Is the freezer not a write-off after all?

The chest still has its justification. The frozen food cabinet remains a trend because the turnover per square meter is higher and the presentation of the products is more appealing. But the chest can also be used attractively. Especially in the field of bagged goods, the chest clearly makes more sense. French fries or vegetables are the classics for lying placement. Lift or organizer systems can prevent the chest from becoming a rummage table. Brand communication is also possible. Custom branding allows any message to be placed in chests as well. And shoppers don’t have to look far to find their products.

• What product trends are making themselves felt in the frozen food industry?

Here, there is clearly a trend towards more meat substitutes. Many major manufacturers are turning to plant-based alternatives for fish or meat. The choice is getting bigger and the space requirement is increasing as well.

It’s getting tight in the frozen food cupboard?

Yes and no. The secret is order. There are the right presentation solutions for all types of packaging. Products can also be placed on top of each other, which even saves space. It is also important here to install the appropriate brand messages on the shelf or cooler. Be it small flags attached to the shelves. Or direct communication with shoppers through messages played at the front. The variants are many. We offer our customers goal-oriented consulting services for this purpose.

Presscontact

Maren Brettmeier

05222/36965–646

01721338139

www.postuning.de
contact@postuning.de

But what about the other products? How do I get round packaging accommodated?

Presenting round packages in the best possible way is almost the freestyle in shelf placement.

Stacking is difficult, the overview is not available and the risk of the products falling over is quite high. Here, too, we have the right solution: stackable U‑channels are perfect modules for any shelf. They can be easily integrated into existing shelving structures and make optimal use of the space. This form of product presentation offers quick orientation for both the retailer and the shopper. The products can be presented upright, providing an optimal overview. The products can be easily removed thanks to the integrated push feed system. But filling without the packages tipping over or turning away is also possible without any problems.

Whether so-called New Generation Products (NGP) or products from the “Roll your own” (RYO) category: there is the perfect solution for every requirement. From a honeycomb channel to a lateral presentation or lying down. Everything is feasible. And a jungle of counter displays is no longer necessary. Tobacco presentation can be rethought. Variety is no longer just a challenge, but rather a must on the shelf. If the existing systems are intelligently combined with each other, not only the shelf gains in possibilities and overview. In the best case, sales can also be increased because customers have better orientation and fewer out-of-stock situations occur.

But what does the future hold for the presentation of tobacco products?

Not only the new products that are always coming onto the market, but also countless new laws and regulations make it difficult to place products at the point of sale. Smoking and cigarettes are no longer “en vogue”. Gone are the days when people would smoke a cigarette in TV shows, films or series. Tobacco advertising on radio and television has been banned since 1975. In many countries, laws now ensure that tobacco products may no longer be presented in public. These laws will cause a rethink in the design of the presentation of tobacco products. “Dark market” is the term that hovers over everything.

Dark Market — What now? What does this mean for my shelf?

Intelligent solutions such as “dark market flaps” allow a shelf to be formatted to the new legislation in a short time with just a few simple steps. The “plug & play” principle is the secret. The “Dark Market flaps” are simply adapted to the existing goods feed system. The flaps are easy to open and, thanks to a self-closing mechanism, also effortless to close. The look is of high quality and the products can still be replenished directly at the shelf.

So-called “faceplates” offer another alternative. Here, the faceplate is attached to the front of the existing product feeder and the tobacco product behind it is thus no longer visible. For removal or filling, the faceplate can simply be opened downwards and then closes again automatically. The solution can be installed in a few minutes and no extra tools are needed.

Storage in cabinets or counters can also be an alternative. However, these require a little more space and are more likely to be the choice in larger salesrooms. The fact is, however, that there is no need for extensive conversion work in order to implement the legal requirements. You can make your shelf “Dark Market Ready” in just 10 seconds.

* The sale of oral tobacco throughout Europe, with the exception of Sweden, is prohibited.

Presscontact

Maren Brettmeier

05222/36965–646

01721338139

www.postuning.de
contact@postuning.de

His main contact for this project was our sales expert Maximilian Bulau. He supported Andi Wiele from planning to installation. And this time, our new shelf-ready system was used.

Shelf-ready? What does that mean? “Basically, it really is the total simplification of installing our products,” explains Maximilian Bulau. “We now only have one box per shelf for the front rails and one for the pushers. These are already pre-assembled. Our front rails all have adhesive tape on the underside. Once the front rail has been glued to the shelf, the pusher system only has to be attached. That’s all there is to it. Then you determine the appropriate widths with the products and row after row fills up.”

Bulau converted the beverage cooler to the new system within a very short time. And Andi Wiele is thrilled. “The drinks in the cooler are fast-moving. That’s especially good to see in the summer. You often have a messy shelf with gaps. Pulling is also time-consuming. With the conversion to the push feed systems, the drinks are always at the front and iit keeps a tidy look, even if there is only one bottle or can left. Gaps are also more noticeable now.”

After the installation, Maximilian Bulau shows Andi Wiele how to quickly change the position of the push feeds. Simply press the system down briefly at the front so that the strand lifts to the rear and the position can be changed. “It’s really easy,” says Andi Wiele happily. Natascha Pahl, the store manager at Edeka Wiele, is also thrilled. “At last it looks really good!” she says happily.

Easy installation: Maximilian Bulau attaches the front rail to the shelf. The adhesive tape gives the rail a firm hold — and it can still be removed without any problems.

The shelf-ready installation solution makes it possible.

This is how it works: sales professional Maximilian Bulau explains to Edeka owner Andi Wiele how easy it is to adapt the push feed system.

But good looks alone are of course not all that speaks for the new, simplified installation concept. The sustainability concept is also very important here. Thanks to the newly developed packing technology and an improved feed system that arrives at the customer practically ready-assembled, a large amount of packaging waste can be saved. Plastic can also be largely dispensed with. That is our contribution to the climate.

And when everything can be installed so quickly, there is still time to talk about new joint projects. Andi Wiele already has many ideas and he wants to continue to Make. Shopping. Simply. Better. with us. We are definitely looking forward to it!

Presscontakt

Maren Brettmeier

05222/36965–646

01721338139

www.postuning.de
contact@postuning.de