in t 9 o             ed ba ide            w o         ie          v      t v cr abl .                   e    s  Be e A en ...
ContentsMENA I QUARTER 1 - 2012 I Edition 33    First word5    Industry news9    POS materials49   Contributors
First wordThink insightfullyThey say that “behind every great man is a woman”. Well I’m certainly not in a        Don’t un...
Industry news I 4                                                                           Online shopping               ...
Industry News I 5                                                                                Consumer spending habits ...
Industry news I 6Campaign for moms-to-beThe UAE Genetic Diseases Association has arranged for folic acid tablets to besold...
Industry news I 7E-commerce and groceryStep aside Carrefour, Lulu and all those other giant retailers who are sitting on m...
Industry news I 8 Beautyworld Middle East ConventionArriving at the end of May, the Beautyworld Middle East Convention wil...
POS materials I 9POS materials (Ratings)Carrefour                  Lulu           High Frequency Stores     Othaim - KSA  ...
POS materials I 10                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 11                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 12                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 13                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 14                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 15                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 16                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 17                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 18                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 19                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 20                                                                 Overview: 	 Corrugated display unit by ...
POS materials I 21                                                                         Overview: 	 Lipton Sip and Win ...
POS materials I 22                                                                         Overview: 	 Vaseline and Fair &...
POS materials I 23                                                                         Overview: 	 Nivea promotional a...
POS materials I 24                                                                        Overview: 	 Nescafe Dolce Gusto ...
POS materials I 25                                                                         Overview: 	 Galaxy store presen...
POS materials I 26                                                                         Overview: 	 Pepsi shelf communi...
POS materials I 27                                                                         Overview: 	 Galaxy impulse unit...
POS materials I 28                                                                         Overview: 	 Oxygenizer product ...
POS materials I 29                                                                         Overview: 	 Pringles impulse un...
POS materials I 30                                                                         Overview: 	 Rainbow moments dis...
POS materials I 31                                                                         Overview: 	 Fitness pallet wrap...
POS materials I 32                                                                         Overview: 	 Vaseline wobbler   ...
POS materials I 33                                                                         Overview: 	 B-Cola refrigerator...
POS materials I 34                                                                         Overview: 	 Fairy with a touch ...
POS materials I 35                                                                         Overview: 	 Jewel Limited Editi...
POS materials I 36                                                                         Overview: 	 Extra dispenser uni...
POS materials I 37                                                                         Overview: 	 Gum toothpaste prom...
POS materials I 38                                                                         Overview: 	 Kit kat super palle...
POS materials I 39                                                                         Overview: 	 Avene end cap      ...
POS materials I 40                                                                         Overview: 	 Avene water spray d...
POS materials I 41                                                                         Overview: 	 Axiom poster       ...
POS materials I 42                                                                         Overview: 	 Lego display unit  ...
POS materials I 43                                                                         Overview: 	 Air Wick display un...
POS materials I 44                                                                         Overview: 	 Pringles aisle shel...
POS materials I 45                                                                         Overview: 	 Glad - out of categ...
POS materials I 46                                                                         Overview: 	 Nestle cereal out o...
POS materials I 47                                                                         Overview: 	 Kinect interactive ...
POS materials I 48                                                                         Overview: 	 Mini Cooper ambient...
Our eyes on the groundJoanna SamahaRupa AntonyVictoria VirayRafael ValenciaMira HamadeReham EldidiJillian StadwickRamzi Ki...
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Storebites q1 2012

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Q1 StoreBites 2012

Leo Burnett|Arc is a team of cross channel activation specialists. We understand and define the brand's path to purchase. And we drive brand purchase.

Storebites is our quarterly newsletter that captures the good, the bad and the ugly of the retail world, with analysis and takeaways to help make the in-store environment a better place to shop, play and discover. From real retail snapshots to news articles on regional trends, Storebites is a stocked shelf of pages to keep you up-to-date in the retail world of MENA.

Please feel free to share our newsletter with anyone shopping around for shopper marketing goodies. In the meantime, happy discovering and feel free to drop us a line with comments or suggestions @ StoreBites.MENA@leoburnett.com

- The StoreBites Team

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Storebites q1 2012

  1. 1. in t 9 o ed ba ide w o ie v t v cr abl . e s Be e A en ality to d ob er, ctionA high fun or June, 2012
  2. 2. ContentsMENA I QUARTER 1 - 2012 I Edition 33 First word5 Industry news9 POS materials49 Contributors
  3. 3. First wordThink insightfullyThey say that “behind every great man is a woman”. Well I’m certainly not in a Don’t underestimate the power of the retailer. In 2011 the Coca Cola Companyposition to make any comment on that. However, with my years of experience in and its subsidiaries posted their annual sales at 46.5 billion, whilst the retail giantthe field of communication, I can tell you this with fair certainty, “Behind every Wal-Mart was over 418 billion. Wal-Mart is so big, that P&G considers the outletgreat advert is an insight”- in fact, a great insight! to be its second largest country in terms of sales.A few weeks ago, I was approached by a friend to underscore the fundamental My message to you, dear reader, is simple; in order to gain a competitive edgedifference between traditional advertising and shopper marketing. With both of in the ever growing vastness of the retail environment, you have to start thinkingthem the approach to developing ideas is entirely different and rooted in with the tri-focal lens and ensure to bring the retailer into your equation. It will helpthe “insight”. you customise your message, specific to that retail environment and the type of shopper that shops there. I guarantee this level of thinking will yield better ReturnIn traditional advertising, you look for an insight between the brand and the of Investment (ROI) from the shelf, build a stronger relationship with your shoppersconsumer in developing your communication strategy. With shopper marketing, and consequently enhance your brand equity in their minds. That to me is worthit’s not just about changing the word consumer to shopper. Strategic thinking on the effort. Wouldn’t you agree? In short, don’t miss out on a shoppertunity that’sany shopper marketing campaign requires a tri-focal lens. This lens looks at three right in front of you!distinct players; the brand, the shopper and the retailer. Finding a unique insightfor each and then looking for the sweet spot in between is the key to successfulshopper marketing. Sachin Mendonca Follow me on Twitter @ sachin_mendonca for design,Many a times, it’s easy to negate the retailer and simply build your in-store idea creative inspiration and random ramblings.based on the brand and the shopper. This over simplifies things and in essence isnot shopper marketing. Its rather a BTL approach to marketing your brand in-store. About the author:It works, but it can be much better. Think about Apple versus the BlackBerry store. Creative, extrovert, technicolour, passionate, artistic,Ask yourself, if youd speak the same language to both users? You can, but I’ll adventurer, dreamer,wager that it wouldn’t be the most effective piece of communication you could social anthropologist, brutally honest, quirky, geeky andhave produced. extremely opinionated!!! Back to Contents
  4. 4. Industry news I 4 Online shopping Online shopping behavior revealed that 42% of UAE shoppers accessed the internet for online shopping in 2011; up from 33% in 2010 and will continue to grow. In terms of attitudes towards online shopping, 65% of respondents indicated that they prefer a hotline for enquiries when shopping online. Additionally, 62% of consumers who shop online said that they tend to read online reviews of products before purchasing. As a retail hub of the Middle East, companies in the UAE should take notice and get on board with these trends. newsroom.mastercard.com/press-releases/online-and-mobile-shopping-on-the-rise-in-the-uae/Only women at Saudi cosmetics storeOnly Saudi women will be allowed to work at cosmetic and perfume shops from30 June 2012 "Women understand each other, and a saleswoman will know betterwhat a woman customer may be looking for," said a male retail owner. This followsafter the ruling that lingerie stores only have women employees. Since it has beenimplemented, underwear sales have increased in the city by 30 percent.www.arabianbusiness.com/only-saudi-women-allowed-work-in-cosmetic-shops-from-june-30-456898.html Back to Contents
  5. 5. Industry News I 5 Consumer spending habits As many as 37% of the consumers tend to spend their cash reserves on new clothes and outdoor entertainment, 33% on new products and technology, and 21% on home decorations and renovations. About 60% of consumers are looking for ways to reduce expenses on outdoor entertainment while 41% seek to trim such expenses over the next 12 months. At the same time, the Consumer Confidence Index showed that personal finance looks strong a 79% consumers having a positive outlook currently and for the next 12 months, while 66% feel this is a good time to buy things they want and need. 4aah.com/consumer-confidence-in-dubai-remains-strongLulus 100th storeMiddle East retail giant Lulu is set to open its 100th store. In the last 3 years, thecompany has opened 23 hypermarkets and shopping malls. Lulus next move,the Retail Chief said, is to launch its webstore initiative to take advantage of thegrowing online shopping trends.www.arabianbusiness.com/retail-giant-lulu-eyes-100th-store-online-drive-455054.html Back to Contents
  6. 6. Industry news I 6Campaign for moms-to-beThe UAE Genetic Diseases Association has arranged for folic acid tablets to besold in pharmacies under the brand name Manal, the Arabic word for hope,which is also the name of the campaign. It highlights the importance that pregnantwomen should have a good intake of folic acid.A competition was held amongst universities to design the logo. From this, 3students made a 30 second movie about the campaign which will be broadcastedby the national channels in Dubai, Abu Dhabi and Ras Al Khaimah.www.thenational.ae/news/uae-news/health/baby-protection-campaign-launchedArabiaShop 2012ArabiaShop is the Middle East’s largest gathering of retail industry professionalsoffering rare knowledge-sharing opportunities and opening up an array ofnetworking and business development avenues. The event took place in the DubaiInternational Convention and Exhibition Centre from 8 to 10 May 2012.www.arabiashop.ae Back to Contents
  7. 7. Industry news I 7E-commerce and groceryStep aside Carrefour, Lulu and all those other giant retailers who are sitting on millions of dollars and arent investing in this territory yet.E-tailing is the future and adopted by several brands and stores across the globe. This ad-man for one believes it will never truly replacetraditional brick and mortar stores. However it has a huge potential for increasing your revenue stream and consequently keeps your brandtop of mind for those eager beavers roaming the internet before making a purchase.SUPERMART.AE, powered by Edelweisse Supermarket JLT offers shoppers the online facility to browse through a range of grocery items andinstantly make a purchase, which gets delivered to your doorstep within an hour. The experience is as simple as it gets. You don’t even needyour credit card for a transaction, as its cash on delivery. Did I mention there is no minimum payment required? Although, transactions oflesser than 50 Dirhams, tend to get delivered slower.After a quick glance at the items offered, they are priced at a premium, but it’s negligible in the grander scheme of things. Plus, you’llnever have to wait in line or take the time to go to the store and browse through the aisle, till you find what you are looking for. At least it’sextremely beneficial for those few shoppers like myself, who absolutely detest shopping. Yes, I’m talking about the hordes of young singlesliving in the area, that are too busy to take time out of their oh-so-busy schedules to a grocery shop.Obvious, simple and brilliant for the region. Kudos SUPERMART.AE for being the first to develop such a platform in this category.The power of grocery shopping, at the tip of your “left click” finger.Sachin Mendoca Back to Contents
  8. 8. Industry news I 8 Beautyworld Middle East ConventionArriving at the end of May, the Beautyworld Middle East Convention will show where beauty is heading. Le 24k Soin d’Or,designed to rub away the effects of aging uses pure 24k gold as an active ingredient. Also showcasing anti-ageing solutions isLaboratories Diet Esthetic, with their new range of Es-sence Diamond, .05 carats anti-ageing creams, previously only available toHollywood stars. The worth of beauty will be taken to a new level.www.openpr.com/news/219709/Beautyworld-Middle-East-To-Spotlight-Increased-Demand-For-Anti-ageing-Products.html?SID=8f0e1710ac80a4de23a006a480c13d51M-commerce on the riseWorldwide M-commerce (mobile) currently makes up only a very small proportion of online spending (around 5 per cent) and totalretail (no more than 0.5 per cent), but the everyday use of mobiles by consumers as part of the shopping process means its set toboom. Industry analysts are forecasting that by 2014, 50 per cent of smartphones will ship with NFC technology, essentially allowinga mobile device to function as a credit card.www.khaleejtimes.com/kt-article-display-1.asp?xfile=data/internationbusiness/2012/May/internationbusiness_May36.xml&section=internationbusinessGeant to open 35 new stores in UAEThe Géant Easy supermarket officially opened this month in Khalifa City A. The opening of the convenience store brand within Geantis the French chain’s sixth in the UAE. Its local franchisee Retail Arabia is planning to open a further of 35 Géant-branded outlets inthe UAE over the next two years.www.arabianbusiness.com/grocer-g-ant-plans-35-new-stores-in-uae-450845.html Back to Contents
  9. 9. POS materials I 9POS materials (Ratings)Carrefour Lulu High Frequency Stores Othaim - KSA Borders• Lindt • Vanish • Pringles • Jewel • Lego• Snickers • Lipton • Rainbow Moments• Dettol • Vaseline Kuwait City Centre Union Coop• Nestle Fitness Cereal • Nivea Hyperpanda • Extra • Air Wick• Vaseline • Nescafe • Nestle Fitness Cereal • Gum Toothpaste • Pringles • Galaxy • Kit Kat • GladDuty Free Supermarket • Avene • Nestle• Johnnie Walker 21 Emarat/Enoc • Vaseline • Avene Water Spray• Blue Label • Pepsi Virgin Megastore• Absolut Elyx • Galaxy Panda - KSA Axiom • Kinect• Swarovski Aura • Oxygenizer • B-Cola • Axiom poster • Mini Cooper• Winston Smoking Lounge • Fairy Back to Contents
  10. 10. POS materials I 10 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great Overview: Lindt Easter themed promotional display unit. stopping power, over all. Strength: Weakness: Over-kill on Bunny stoppinga shopper “what are you trying to tell me?” messaging; as power, with their larger than life flagship Easter chocolate, strategically positioned around the unit. Weakness: Although it’s an effective unit, perhaps there’s room for improvement in Rating: terms of branding for the Lindt Company. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  11. 11. POS materials I 11 Overview: Corrugated display unit by Fairy with a touch of Olay Overview: Snickers island display. Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping None. over all. Strenght: power, Weakness: Over-kill on Ineffective introduction of their own tagline ‘Don’t Stop’. They could have Weakness: messaging; as a shopper “what are you trying to tell me?” easily placed this on the shelf strips, instead of the 3 logos and possibly brought it to life on the header. Rating: Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  12. 12. POS materials I 12 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Overview: Dettol island display. Weakness: Over-kill on Great finish whichshopper a premium you tryingcaught me?” Strength: messaging; as a gives it “what are feel. We to tell this item displayed proudly at ArabiaShop 2012 Weakness: Messages at ankle level are unnecessary. Rating: Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  13. 13. POS materials I 13 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great Overview: Nestle Fitnessall. stopping power, over Cereal island display. Weakness: Over-kill on Simple and clean shopper “what are you trying to tell me?” Strength: messaging; as a unit. Weakness: Seems like a downplayed version of the Special K 2 weeks challenge Rating: Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  14. 14. POS materials I 14 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Rating: Overview: Vaseline soap island display. Strength: Excellent stopping power due to its design of the central item and big bold messaging of 2 in 1. Weakness: The central item reduces navigation between units. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  15. 15. POS materials I 15 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Overview: Johnnie Walker 21 Limited Edition display unit. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Strength: Great way of incorporating the brand story through the product glorifier. Its premium unit. Rating: Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  16. 16. POS materials I 16 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Overview: Blue Label Limited Edition promotional area. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Strength: Minimalistic premium finish which communicates exclusivity. Weakness: None Rating: Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  17. 17. POS materials I 17 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Overview: Absolut Elyx - new variant launch. Rating: Strength: Well thought out path of purchase. Absolut Elyx is clearly demarcated on a shelf which teases the shoppers with a clever out-of-store space usage. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  18. 18. POS materials I 18 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Overview: Swarovski Aura promotional area. Rating: Strenths: The look and feel is very reflective of the product benefit i.e. you feel the fragrance by just looking at the promotional area. Weakness: Standard display units; nothing new here. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  19. 19. POS materials I 19 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Overview: Winston Smoking Lounge Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Strength: Well recognised consumer need by grabbing the opportunity where the competition didn’t. Rating: Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  20. 20. POS materials I 20 Overview: Corrugated display unit by Fairy with a touch of Olay Strength: Premium finish. Interesting integration of shelf stoppers in an FSU. Great stopping power, over all. Overview: Vanish end cap. Weakness: Over-kill on messaging; as a shopper “what are you trying to tell me?” Strength: Intelligent usage of space, by splitting the unit to push its other variants. Weakness: Missed branding opportunity with no shelf strips. Rating: Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  21. 21. POS materials I 21 Overview: Lipton Sip and Win promotional area Strength: Great stopping power due to their attractive design. Weakness: Impractical unit as shoppers couldn’t access the product, without feeling clumsy. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  22. 22. POS materials I 22 Overview: Vaseline and Fair & Lovely promo area. Strength: Attractive unit with a very feminine feel. Weakness: No clear communication of the promotional activity. There wasnt any indication of ways to enter details to win prizes. The promoter didn’t help either. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  23. 23. POS materials I 23 Overview: Nivea promotional area. Strength: Well communicated, easy for shoppers to understand and navigate through. Above all, excellent idea of utilising the pillar, to augment the communication. Backlit units also drew the shopper in. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  24. 24. POS materials I 24 Overview: Nescafe Dolce Gusto in-store launch. Strength: Great stopping power. Communication of benefits and dominance throughout the store. Weakness: The promoter stand was empty which made it difficult for shoppers to understand how to use the product. Either have the promoter present at all times or provide shoppers with educational messaging. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  25. 25. POS materials I 25 Overview: Galaxy store presence. Strength: Dominated the store with branding from the entrance to the actual chocolate aisle. Weakness: Missed an opportunity to engage in a conversation with the shopper throughout their journey. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  26. 26. POS materials I 26 Overview: Pepsi shelf communication Strength: Cheap, but effective. Weakness: Messaging seems lost amongst the cans, since the packaging has the same colors and message. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  27. 27. POS materials I 27 Overview: Galaxy impulse unit Strength: Brilliant and innovative placement of the unit above the ice cream refrigerator. Weakness: Lack of color consistency for the chocolate brand. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  28. 28. POS materials I 28 Overview: Oxygenizer product glorfier Strength: Unexpected and surprising placement. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  29. 29. POS materials I 29 Overview: Pringles impulse unit. Strength: The design is remeniscent of the packaging itself. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  30. 30. POS materials I 30 Overview: Rainbow moments display unit. Strength: Color coded sections, with information about the product and its variants, make it very functional. Weakness: Too much messaging. It’s just a candle. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  31. 31. POS materials I 31 Overview: Fitness pallet wrap. Strength: Excellent use of lamas to augment a simple pallet wrap. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  32. 32. POS materials I 32 Overview: Vaseline wobbler Strength: Interesting and disruptive cut out messaging. Weakness: Too much messaging for a wobbler. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  33. 33. POS materials I 33 Overview: B-Cola refrigerator branding Strength: Unexpected location for a screen to be placed B-Cola TVC. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  34. 34. POS materials I 34 Overview: Fairy with a touch of Olay, shelf divider Strength: None Weakness: Too cluttered. The unit is mainly meant for navigation. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  35. 35. POS materials I 35 Overview: Jewel Limited Edition Arabian Chocolate, display unit Strength: None Weakness: Poorly exploited theme and visual. The unit has a poor finish, observe the white space on the reverse of the coffee kettle cut out near the header. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  36. 36. POS materials I 36 Overview: Extra dispenser unit Strength: Very playful and attractive unit, utilizing the product packaging to bring it to life.. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  37. 37. POS materials I 37 Overview: Gum toothpaste promotional area. Strength: Eye-catching design utilising the actual shape of the products. Weakness: Overkill with the oral care steps. It could have been less cluttered. Also, what’s the link between National Day and oral hygiene? Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  38. 38. POS materials I 38 Overview: Kit kat super pallet Strength: Great use of the brand identity, making the unit hard to miss. Simple and clean design; easily accessible. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  39. 39. POS materials I 39 Overview: Avene end cap Strength: Simple communication through sun icons. Weakness: Strategic placement of the messaging should be reconsidered. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  40. 40. POS materials I 40 Overview: Avene water spray display unit Strength: None Weakness: Lack of branding and communication. Poor placement of unit. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  41. 41. POS materials I 41 Overview: Axiom poster Strength: Great trial activation by the retailer, allowing shoppers to take mobiles home for the day, before purchase. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  42. 42. POS materials I 42 Overview: Lego display unit Strength: Eye catching 3D cut-outs and great color usage helping the unit stand out. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  43. 43. POS materials I 43 Overview: Air Wick display unit Strength: Great finish giving the unit it a premium look. Probably one of the best finishes we’ve seen on a temporary display unit this season. Weakness: LCD screen seems pointless and we could have done without the ankle level messaging. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  44. 44. POS materials I 44 Overview: Pringles aisle shelf frame Strength: Hard to miss. Weakness: They could have utilised this great space to speak to the shopper and close the deal. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  45. 45. POS materials I 45 Overview: Glad - out of category floor standing unit and floor sticker Strength: Great placement in the produce section. Weakness: Floor sticker is a bit plain. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  46. 46. POS materials I 46 Overview: Nestle cereal out of category placement. Strength: None Weakness: Its bizarre to place chocolate cereal in the frozen food isle - frozen vegetables. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  47. 47. POS materials I 47 Overview: Kinect interactive display unit. Strength: Lighting on the unit made it stand out and inviting to customers. Weakness: Positioned in front of a gigantic PSP branded wall. Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  48. 48. POS materials I 48 Overview: Mini Cooper ambient Strength: The extremely unexpected placement made this ‘hidden car’ hard to miss. Weakness: None Rating: Carrefour Duty Free Lulu Emarat/Enoc HFS Hyperpanda Supermarket Panda Othaim City Centre Axiom Borders Union Coop Virgin Megastore Back to Contents
  49. 49. Our eyes on the groundJoanna SamahaRupa AntonyVictoria VirayRafael ValenciaMira HamadeReham EldidiJillian StadwickRamzi KiblawiJimmy Daaboul The design teamSamir Sayed Victoria VirayNader Akram Ermie UsonKarim Fattal The store bites team Sachin Mendonca Joanna Samaha Rupa Antony Nancy Khurana For contact, suggestions, comments and content ideas: storebites.MENA@leoburnett.com Back to Contents

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