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POS/POP “Functionally, food products often don’t vary much, so offering in-store incentives and special pricing at POP can have a significant impact on shopper behaviour.” FROM PAGE 71 from recyclable corrugated cardboard. The growing use of custom POP displays has led to the emergence of several companies specialising in their manufacture, although with many based in South-East Asia, distance and logistics can make lead times a challenge. In addition, the risk of import delays due to Covid-19 might be a concern at a time when retailers need to be agile and quick to respond to market trends. Recognising these challenges and the growing market for POS display solutions, Australian cardboard manufacturer Abbe Corrugated has expanded its operations. In addition to being a major in the Australian corrugated cardboard industry, the company now makes fully customised POS solutions and is active in hundreds of retail locations. “We can supply anything the client needs, including small countertop displays, towers, pallet sized designs or even four-pallet displays,” Abbe Corrugated New Business Development Manager Rob Sulfaro told Convenience World. “We can design POP displays from 72 CONVENIENCE WORLD SEP/OCT, 2020 the ground up or we’ll happily work to a client’s specifications. Having manufactured the units, we’ll usually supply them to a distribution centre but can deliver them wherever a client wants. They’re generally sent as flat packs in shippers, ready for the client’s merchandisers to assemble and install in stores. “We also have the capability to offer something Coles and Woolworths have been requesting recently, which is to supply the DCs with displays already assembled and pre-packed with product. “Sitting down with the client and understanding what they want to achieve is really important to us. It could be a campaign on vitamins which the client wants to run in an off-location display in 800 Woolworths stores right across the country. “Sometimes it’s extremely specific, and clients ask for this product on that shelf, another product on the next shelf, and a third product on a different shelf. Other times we might be tasked with coming up with the design ourselves, with the only stipulation that we make sure it stands out in-store. “Having received the client’s brief, we’ll go through industrial design, weight testing, graphics design and all the other processes. We’re able to design and quote within five to six business days and from there we can have the finished product ready in three to four weeks including a printed sample.” When time or budget is key, companies can select an existing product from the Abbe POS Displays range, which is promoted as a cost-effective and versatile solution for brands. “Being the manufacturer of the cardboard used, we’re even able to compete on price with manufacturers from South-East Asia,” Mr Sulfaro said. “With so many brands wanting to support local Australian manufacturers, that’s really important.” POP touchpoints By definition, POP implies any visual display or messaging encountered at, or very close to the goods for sale, but retailers shouldn’t let proximity limit their POP strategy. Other touchpoints can be integrated in a wider promotional strategy, drawing shoppers toward key in-store POP locations. This brings into play a range TO PAGE 74