25 years POS TUNING

New impetus for the service station

Bad Salzuflen. (bre) How does a product that is located in the north of Germany sell compared to a product that is placed in the south? Which brand is preferred by shoppers? And how does placement affect sales? POS TUNING and four other cooperation partners have tackled these exciting questions. The result of this analysis was now presented to the public at the ECR Days in Düsseldorf.

HEM, Red Bull, Bormann and Gordon, neoalto and POS TUNING had set themselves the task of subjecting placed product groups in a so-called Energy Zone to a holistic analysis. The increase in sales of the placed articles was defined as the primary goal. Nationwide, data was scanned and analyzed at 15 test stations from July to December 2021.

The so-called Energy Zone has been placed in HEM gas stations nationwide. Various communication elements were also used. LED lighting, toppers and branding were designed to attract the necessary attention. Furthermore, attractive multibuy offers and fast-moving items from the dry food range were presented in the Energy Zone. In the cooler, which was equipped with products from Red Bull, feed systems from POS TUNING ensured perfect visibility in the front row. For a more meaningful analysis, the Energy Zones were equipped with different assortments. The High Profit range was placed 8x. The Share assortment has been presented 7x in HEM gas stations. Sales in the Red Bull Cooler were also tracked in three coolers using neoalto sensor technology.

The entire handling in the apron — thus from the development, the building up to the logistics was taken over by POS TUNING. With the ready-to-store concept, it was possible to have the Energy Zone delivered to the service stations fully assembled, so that they only had to be filled on site. Also the connection to the sensor technology of neoalto, has been organized and carried out by POS TUNING. RED BULL and POS TUNING have jointly taken over the personal implementation.

Bormann & Gordon, specialists in shopper and POS research, then came into play when tracking shopper traffic in the gas station. The measurement of the shopper frequency to the Energy Zone in comparison to the refrigerated shelf showed that there are no frequency losses at the refrigerated shelf due to the use of the Energy Zone. The placement of the test articles in the Energy Zone resulted in an average sales growth of 11%. Overall, sales in the beverages and snacks category grew by 3%.

In conclusion, the Energy Zone can be described as a real success project. With the additional themed placement of the Energy Zone, it was proven that more sales were made. Sales growth in the selected categories is impressive. Furthermore, there was no cannibalization of the other placements. neoalto’s sensor technology was able to fully automatically evaluate the exact placement of the goods being sold. Without this digital analysis, this would only have been possible through time-consuming and expensive selective observation. Thanks to Bormann & Gordon, there is a perfect new Mafo tool for this, which enables these analyses at reasonable costs. The success story continues as the Energy Zone is now being rolled out nationally at HEM.

Übrigens: Das Projekt ist unter den Top 3 des ECR Innovation Excellence Award 2022.

Forward-looking intelligent systems — not only for the point of sale — continue to come from Bad Salzuflen.

Bad Salzuflen. (bre) For about 25 years, the name POS TUNING has stood for innovation and pioneering spirit. It is this pioneering spirit that is now — in the run-up to the anniversary of the market leader for goods presentation systems in 2023 — paving the way for a new chapter in the company’s history. With investments at the group’s headquarters at Meerbrede in Bad Salzuflen and a commitment to the industrial location of Lippe, the management is setting a clear course: Smart technology for the retail trade — and beyond — will continue to come from Bad Salzuflen in the future.

It is not only in retail that feed technology facilitates the work of many people today. Smart solutions from Bad Salzuflen can now also be found in industrial order picking and supply as well as in the healthcare sector. In Germany and meanwhile beyond the borders of Germany, POS TUNING has established itself as an innovation and market leader. In order to make room for new business areas, the company’s headquarters at Meerbrede are now to be expanded. Additional production halls are to be built at the headquarters of the Voßhenrich group of companies, expanding the area by a total of approx. 6,500 square meters.

“We are expanding in order to be able to expand further business areas,” explains managing partner Oliver Voßhenrich. He sees the retail sector in a transition and departure into the digital age. “The efficient management of inventory and the structured removal and storage of goods in supply stores or shelves is a huge issue that takes up a lot of time. Time will become more and more valuable. Employees would rather concentrate on their actual tasks. The automation and digitalization of goods handling creates the necessary scope for this,” explains Oliver Voßhenrich. POS TUNING will accompany this transformation and connect processes at the point of sale with future-oriented digital systems. Sustainable management will also play a key role in all investments and innovations. Oliver Voßhenrich: “The circular economy is becoming increasingly important, especially in the supply of goods, both in the design of products and their function and in the manufacturing process.”

In order to structure the planned activities of the Salzufler, POS TUNING Udo Voßhenrich GmbH & Co KG becomes Voßhenrich Invest GmbH & Co KG. The operational business is transferred to POS TUNING GmbH. Digitalization is served by the company neoalto and the health sector by the company AKVIGO — both sister companies of POS TUNING. Voßhenrich Invest thus provides an umbrella for existing and future companies of the Voßhenrich Group.

The managing partner Oliver Voßhenrich has a clear statement to make on this: “The new structure has created the conditions for us to set up our business activities in a broad and focused way. As shareholders, the Voßhenrich family stands personally behind all activities. Our customers, business partners and the employees can rely on the fact that we will tackle the challenges of the future together and in partnership.”

Senior boss Udo Voßhenrich, whose name has always been part of the company name since it was founded in 1998, is accompanying the change process and says: “As a family business, our name is a guarantee for the continuation of our values and works. The management team of Bernd Schäkel, Christoph Moser and my son Oliver has continuously developed the company over the past years and managed it well. The new structure creates space for the development of our ventures — also for future generations.”