Promotion am POS – Wunsch und Wirklichkeit an der Tankstelle

Werbung

 

EHI-Studie zeigt unterschiedliche Erwartungen bei Handel und Herstellern 

 

Promotions-Maßnahmen am Point of Sale sind für Handel und Konsumgüterindustrie von großer Bedeutung. Aber nicht immer sind Shopbetreiber von den inhaltlichen und gestalterischen Konzeption sowie der Handhabbarkeit der zur Verfügung stehenden Displays überzeugt. „Ein besserer Informationsaustausch zwischen Industrie und Handel ist daher sehr zu empfehlen“, resümiert Hilka Bergmann, Autorin der EHI-Studie zu den Promotion-Maßnahmen im Handel.

 

Um überhaupt eine Promotion durchzuführen, ist für die Shopbetreiber entscheidend, dass Artikel, Anlass und Konzept stimmig sind. Passend sind zum Beispiel saisonale oder thematische Anlässe wie Ostern, Weihnachten, das Thema „Grillen“ oder die Weltmeisterschaft. Konstruktion, Gestaltung und Material sollten ansprechend sein und sich gut in das gesamte Store-Konzept integrieren lassen. Wichtig vor allem:  Das Produkt, für das geworben wird, muss für den Kunden auffällig zu sehen sein und darf nicht von den Materialien des Displays verdeckt werden. Weiterer Knackpunkt ist die abverkaufsgerechte Bestückung des Displays. Zusammensetzung und Anzahl der Artikel müssen auf Umsatzstärke und Promotions-Dauer abgestimmt sein. Weiter erwarten die Shopbetreiber, dass Displays stabil gebaut sind und sich einfach und unkompliziert platzieren lassen, damit sie am Point of Sale unkompliziert aufgebaut werden können. In Bezug auf die Platzierung halten über 77 Prozent der Befragten insbesondere Promotions-Maßnahmen am Gondelkopf oder Sonderplatzierungen im Promotions-Display für ein wichtiges Instrument der Verkaufsförderung.

 

Nach den gewonnenen Erfahrung im Shopbereich werden diese Anforderungen allerdings häufig nur unzureichend erfüllt. Es mangele häufig an einer stabilen Konstruktion und einer einfachen Handhabung bei der Platzierung der Displays. Verbesserungspotenzial sehen Shopbetreiber auch bei der gestalterischen und konzeptionellen Ausgestaltung des Promotionsequipments. Die Hersteller sind aufgefordert, die Anforderungen der Shopbetreiber stärker in die Promotions-Planung mit einzubeziehen. Denn Erfahrungen zeigen, dass  interessante, verkaufsfördernde Displays meist dann am POS zum Einsatz kommen, wenn Konstruktion, Gestaltung und Gesamtkonzept den Anforderungen der Promotionsaktionen entsprechen.

 

Die gesamten Ergebnisse der neuen EHI-Studie „Promotion-Strategien am Point of Sale“ wurden heute auf dem 3. Packaging-Jahreskongress PACK 2010 des EHI und der GS1 Germany vor über 120 Verpackungsexperten präsentiert.

 

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