Point of purchase TruePDF march 2019

As you are reading this, I am hoping that the seeds of change are already being sown in the in store marketing industry – whether in terms of innovative new solutions showcased by exhi

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Love it or hate it,

there’s no escaping

change!

When Bob Dylan wrote the song ‘Times they are a-changin’ way

back in the 60s he meant it to become an anthem of change

for his times, which of course is what the song eventually became

What Dylan did was to simply articulate the voice of his times, the mood The power lay not only in the song, but also in what it sought to evoke

Indeed, power is central to the idea

of change, which is what possibly makes it so terrifying too Very few

of us are indifferent to change – we may long for it, enjoy it, hate it or are simply feel too overwhelmed by

it But we can’t be indifferent to it

And one thing is for sure- change is what keeps things evolving

As you are reading this, I am hoping that the seeds of change are

already being sown in the in store marketing industry – whether in

terms of innovative new solutions showcased by exhibitors at the In

Store Asia 2019 Expo or new ideas and thought processes in store

marketing/brand visibility/ shopper engagement being explored

at the In Store Asia Convention or in terms of inspiring new sparks

being generated by the VM&RD Retail Design Awards… The idea is

to have a platform to kick start change for the better After all, none

of us can dispute the fact that if this industry has to grow and help

the whole eco system rise to the next level, then change is a given

This is why we have devoted this special issue to presenting the views

of brands/retailers and industry players on the changes they wish to

see in this space I hope you enjoy reading it as much as we enjoyed

absorbing and presenting it.

Wishing you happy changes!

N Jayalakshmi

POP Picks

Cover Story

Wish List 2019:

The Changes They Would Like To See 18

Retail Talk

How Airtel is ringing in Gen-Next retail space 38

‘Online and offline models are co-existing happily’ 42

Retail Technology

Driving retail efficiency & cost benefits with

Technology

Big data in retail:

Balancing opportunity & responsibility 50

In-Store Asia 2019

ExhibitorSpeak: In-Store Asia 2019 54

Column

Ergonomics in Retail Design:

In-Store Asia 2019 Exhibitor List 65

The Brand Story: Last year Mondelez International reportedly

announced that it was combining Oreo and Cadbury to launch

two new chocolate products, obviously riding high on the

success of the combination Both the power brands of the

company reportedly grew 3.8% in retail globally during the 3rd

quarter of 2017

The In Store Communication: Mondelez seems to have

leveraged the potential of in store visual communication very

well with this corrugated display unit in rich blue background

with vivid prints to bring alive the sensory pleasure associated

with the product and highlight the winning Cadbury –Oreo

combination

The Brand Story: When Mars Wrigley Confectionary recently

announced the launch of a new variant for its brand Snickers, the Snickers Almonds, the campaign was in line with its earlier narrative build around the global theme of ‘who are you when you are hungry’ The brand extended it to convey that ‘you are not you when you are hungry’ to highlight the value of the new almond enriched variant

The In Store Communication: Well, the hero of this whole

in-store narrative is of course the almond, and this display unit does a good job of making sure this ‘hero’ stands out and sells the brand even to all the tough-nuts-to-crack out there!

Rich blue for

The Brand story: Did you know that Kiwi the

shoe polish brand was first launched and sold Australia in 1906? Or that in Malaysia the brand was so popular that ‘Kiwi’ began to be used as

a verb to denote shoe polishing? Like, ‘did you

‘Kiwi’ your shoes?’ Interesting, right?

The In Store Communication: Well, this time

tested brand seems to be going all out at retail

to promote its products with this neat wooden FSU In keeping with the current trend the brand communication is all about resonating with the aspirational levels

Did you ‘Kiwi’ to perfection?

The Brand Story: Nestle recently launched a

new packaging and recipe for its brand Nescafe

Gold The campaign for the new Nescafe Gold

included an emotive TV commercial that drove

home the need to celebrate special moments

and special bonds The overall idea seemed to

be to raise the emotional quotient around the

product

The In Store Communication: The new brand

packaging and narrative that conveys class

and fine moments is extended into the in-store

communication with this premium looking

display that evokes the richness of the product

The gold rush

Category - Beverages

Category - Personal care

The Brand Story: The market size of India’s

beauty, cosmetic and grooming market will reach

$ 20 billion by 2025 from the current $ 6.5 billion, says a report The growth projection is attributed

to factors such as rise in disposable incomes

in the middle class and the rise in aspirations Brands accordingly are ensuring variety in both product range and its communication to the end customer Fiama from ITC has come out with its Bath Essentials range which has some interesting offerings in its kitty

The In-Store Communication: This Fiama Bath

Essentials display needs no extra frills with the products doing all the communication, simply by being what they are!

Pretty presence

The Brand story: The Indian nail care market is projected to

grow rapidly during 2019-2024 and a report estimates the size

of the nail care market in India to be Rs 7.2 billion No wonder

nail care salons and nail bars are growing in numbers Nail care

brands like RSG are also leveraging the retail route to trigger

impulse purchases

The In Store Communication: With a wide range of bottles

colourfully stocked against a jet black background and minimal

brand communication, the display does a good job of persuading

shoppers to pick up a bottle

Colour me pretty

Category - Personal care

Category - Personal care

The Brand story: 4700 BC Popcorn positions

itself as India’s first gourmet popcorn It would be interesting to know the background behind the brand name Equally interesting is the category – gourmet popcorn One can assume that the gourmet part comes from the range of flavours the product comes in, from peanut butter and dark chocolate to onion and sour cream

The In-Store Communication: It’s another

example of how the very newness of a product can help build curiosity around the brand presence in store, though the display unit too does its own part to create a distinct presence for the brand

Pop up the flavours

The Brand Story: Gone are the days when a

brand simply advertised its product and expected

the consumer to lap it up Today’s consumer

is aware, health conscious and has multiple

platforms to access information A market leader,

especially in the FMCG category, has to position

a brand narrative that establishes credibility, trust

and resonates well with the consumer needs

This means going beyond manufacturing and

marketing and getting into awareness generation

and knowledge sharing

Edible oils major Saffola from the Marico stables,

for example, has an initiative called Saffolalife

which partnered with AC Nielsen and SRL

Diagnostic Lab to study the impact of what the

brand calls ‘belly fat

on heart health’ The idea is to reiterate the brand’s focus on the health narrative

This line of brand communication obviously extends to the retail space

The In-Store Communication:

Well it couldn’t get more direct than this – a heart shaped unit

to convey the brand’s message of being beneficial to the heart!

The brand messaging goes right down to it with a simple question addressing the shopper’s choice

Heart of the matter!

Category - Food and food products

Category - Food and food products

Miller Lite NASCAR Display Wins The Pole

Boska Wheels Out

A Cheesy Display

MillerCoors drove into retail just in time

to kick off the NASCAR season for the

first of two Daytona 500 races Last

year’s Daytona 500 went flat with no

beer sponsorships on any of the cars

but that is changing in 2019 with several

breweries climbing in for a ride

To help support Team Penske and

Miller Lite, the brewery rolled out a

one-two punch with this stacker display

The number 2 Miller Lite car, driven by

2012 NASCAR Cup champion Brad

Keselowski, was the star on this display

Featured as a miniature replica, the race

car was designed to rotate on a battery

powered oval which was wrapped with

brand messaging Another larger car was

used as a standalone piece MillerCoors

is hoping to rev up sales with this great

display n

Boska Holland is an innovative and authentic family company with a love of cheese that dates back to 1896 Known for their high-quality cheese accessories – largest product range anywhere in the world – the brand was spotted at a local cheesemaker merchandising the utensils shown above with this faux cheese wheel What cheese-lover wouldn’t make a purchase from this display! n

Point of Purchase Online NetworkTM

www.popon.net

WISH LIST 2019:

THE CHANGES THEY WOULD LIKE TO SEE

‘If you do not change

direction, you may end up where you are heading’ – Lao Tzu

Now that is a terse statement ominously packed with meaning In the retail landscape, the winds of change have been blowing from many directions – Ecommerce, technology, emergence of more and more brands, not to mention more and more categories, the rise

of a new generation of shoppers, etc This means newer challenges for both the brands and the retail solution providers in ensuring constantly engaging retail visibility This in turn means a change in the direction of how they approach brand communication in store.

While technology has heralded many of these changes, it can also be the solution to work around these changes A study quoted in a Retail Dive report says that about 57% of more than 1,000 consumers surveyed said they had used a retailer’s mobile app while in-store, mainly to redeem or find coupons or discover items on sale And according to a PwC annual consumer survey, about 40 % of consumers make purchases inside a physical store at least once a week, compared to just 27 % who do the same online

So let’s face it, there are two things that are both here to stay in retail –technology and brick and mortar So how can we make the best of them? And more importantly, what would it take to usher in changes that can elevate the retail space? The best people to answer these question are of course the people closely engaged with it- the brands/retailers and the retail solution providers who enable brand presence in retail Both these groups have their own needs and challenges and each group wishes the other group changed some things for the better So what do they all wish to change? Ahead of the much-awaited show, In-Store Asia

2019, here’s presenting WISH LIST 2019 – the changes that these stakeholders wish to see in retail Read on as a few brands and industry players share their views in the next few pages

19I March I 2019

Cover Story

WISH LIST 2019:

BRANDSPEAK

Brands and retailers in the brick and mortar space today have the unenviable task

of not only drawing shopper attention, but also engaging them through immersive brand narratives and experiential value-adds This possibly means new /redefined expectations from their retail visibility and POP partners So what’s on their wish list? What do they seek from their retail solution providers? Point Of Purchase reached out to a wide range of brands and retailers from the FMCG, personal care, home, consumer durables and other segments regarding the changes they would like to see

in the retail solutions industry in terms of parameters such as innovation, technology adoption, material usage and quality deliverables

A few of them chose to address the question and share their views on the above

aspects, along with their take on what they would like to see in the retail space

overall Read on…

Sankalp Potbhare, Managing Director, Kraft Heinz India

merchandising support, display vendors should understand that the shelf life of that investment is not more than a few weeks or at best, just a month ROI is as important to them as it is to us Unfortunately, not many players are thinking in the line of reaping the maximum benefit from the investment For an FMCG brand, those display supports are just purely visibility tools I would really recommend the vendors to make part of those investments towards some analytics and metrics that can show us shopper impression, actual visibility share in terms of watch, etc They need to bring

in some technology in place to map all of that so we are more confident

in buying those solutions

‘Make some investments towards analytics & metrics’

Manoj K Agarwal, CEO, Viviana Mall

Aditya Bagri, Director, Bagrry’s Group

In the context of what I would like see in the mall space overall, first, we would

like to see technology based features like virtual wardrobes for trying out new products If a customer stands in front of a camera and selects a particular dress, then she should be able to virtually check out how she looks in that apparel Secondly, a retailer should have synergy with the malls and jointly participate in promotions for a particular category so that it becomes a common agenda and the cost is also spilt We are slowly moving towards a system where we would be reciprocating and sharing our customer data to focus on joint promotions across various brand offers Database can be shared between the mall and the brands for promotional activities in the mall Retailers should also reassess on how to give

a fresh new look to the store on a frequent basis, which doesn’t necessarily mean major innovation They can just focus on attracting more customer to the store with simple changes, like say playing around with their window themes or working

on certain lighting levels in the store, etc

‘Synergy between retailers and malls is important’

2019 has to be driven by moving from attempting to communicate a quick

message in store to doing a more immersive experience Essentially it has to

be more about experience curation that resonates with an individual’s identity while also getting the message across

Some things we would like to see are - Innovation in displays and visibility solutions: There is significant scope for this, with more new launches than ever before; yesterday’s innovation is today’s norm

We need innovative, space effective solutions that can communicate more in less space With cramping up of retail shelves, space utilisation will be key

Quality & Deliverables : Professional & Turnkey solutions - Point-of-purchase solution providers have to think of it from a consumer first approach, which will entail timely execution, on site modifications and also high quality materials usage Materials usage: Sustainability is not just the need of the hour but also a major marketing point of 2019 Brands need to switch to more earthy, sustainable and reusable visual communication Material recycling and use of natural materials for visual merchandising might be big in the years to come

Technology usage: While technologies such as AR and video usage is going up, the recent approach has been to make an experience around a technology, say

VR But it should be the other way around We need to first be clear about our key experience and messaging and then build or integrate the tech around it

‘Consumer first approach will ensure quality & deliverables’

Punyabrata Dashsharma, GM – Marketing, NAB - United Breweries

Innovation means value added solutions that give the brand an upper hand

For example, today there are technology based innovative tools like these shelf strips that look like LCD displays and come with a monitor, a blue chip etc Instead of a normal shelf strip, these become communicative shelf strips with digital branding and communication But they are cost intensive as they lack scalability One and half feet of such a strip will cost a retailer at least

Rs 45000; plus there are other costs like the moulding cost added to it So

it can be implemented only at say, a maximum of three stores, just to build a buzz, but it is not a sustainable solution Also there are very few retail solution providers who can implement these kinds of solutions So essentially, getting both scale and good pricing with these kind of innovative solutions is difficult Until and unless all brands come together and say these are the kind of solution we want to look at going forward, we won’t see the scale of such innovations going up in retail

‘Scalable innovative solutions is the way forward’

Kartikay Mehta, Vice President – Sales, Unibic Foods

For each of the following parameters I would list down the following:

Innovation:

• Designs that are long lasting and are part of the store infrastructure

• Reusable and cost effective materials

• Quality & DeliverablesThe biggest need is to address the question of how any visibility element can become an integral part of the store infrastructure Unfortunately, the investment

on creating presence is high and has limited life

Materials usage:

The world is moving towards reusable materials, but they are still very expensive How can that be brought at the right cost? This is a question we need to ask.Technology adoption:

Tools to analyse how much time a consumer is spending on each category would definitely help brands plan their in-store presence

I would like to add that over all, in store visibility is becoming quite cluttered, challenging and expensive for smaller budget brands Joint effort with other brands (even smaller brands) could make bigger and long term positive impact on the industry and environment

‘Focus on permanent and long lasting solutions’

Sunil Nair, Chief Technology Officer, Spar India

Innovation: I would look at innovative POS solutions adapting to omnichannel capabilities Advanced payment features, features like multichannel business management from any location any time, billing on the go, self-checkouts or assisted checkouts to enhance customer experience and reduce operations cost will all add value, as also facilities like integrated shipping with features like

‘Track the order’ and communication with the shipping carrier for easy access to shipping details Cloud technology based solution for anywhere any time billing

is also becoming a primary need today

POS deployment, maintenance & management: Under these aspects, I would list the following as important

Deployment:

• The merger of physical and digital commerce

• Mobility

• Personalized and seamless shopper interactions with greater manageability and less overhead

Maintenance & management:

• Predicative analysis - Consolidated data of incidences to facilitate analysis and devise long term strategies leading to reduction in business disruptions because of IT asset malfunction

• Built in alerts to enable IT support team to take timely action rather than to wait for incident to happen

• Near real time view on health of IT assets for the entire retail estate

‘Digital tools can enable retailers to stay competitive’

Rohit Markanday, Dy General Manager – Trade Marketing, Adani Wilmar Ltd

Innovation in displays and visibility solutions:

Being in the FMCG business, we need to create visibility inside Kirana outlets And the major challenge we face while doing window displays are the different sizes of windows at these Kirana shops In paper POSM we have limitation with regard to customisation It is printed in large quantities, and when merchandisers

do the execution inside the Kirana outlets, they find it difficult to execute it with craftsmanship So, we would like solution providers to innovate some solution which can be produced in mass scale and can yet be customised as per the shelf sizes of different Kirana shops

As far as material usage is concerned, we would prefer recyclable materials, and where technology is concerned, a solution for real time monitoring of execution would always be a welcome step Finally, I would like to add that many solution providers focus only on visibility solutions for the Modern Trade I would urge them

to bring economical and innovative visibility solution for the Kirana outlets too That will help creating impressive visibility for products like ours

‘Why not more visibility solutions for Kirana too?’

Ankit Bordia, Senior Manager - Merchandising, L’Oreal

Innovation: The innovation journey has already started and it will be difficult to treat usage of technology in isolation on the innovation front The very concept of human free checkout counters is going to drive a huge amount of DIY sentiment Stores in India have already started to implement cashier less checkout counters and this will be a trend to watch out for in the near future, as it will expand in most premium stores that value the freedom and ease of shopping for their premium consumers And going further this will also include grocers and super markets.The next innovation in the retail solution space will be an expansion of NFC devices communicating with the store shelves and consumer phones The innovation is already

in pilot mode and will be able to indicate to consumers on which aisle to go to buy their preferred brand This will also be the mode for brands to communicate their offers

to the consumers Use of beacon technology is already in place in some stores, but eventually this will transform the way a consumer and brand interact inside a store.Technology usage: We are already using chat-bots in online stores, but as the border between online and offline blurs, we see robots getting into the brick-and-mortar shops to serve us From a consumer point of view, this brings the hope of saving time while searching for products and the ability to choose with the help of solutions like voice-controlled shopping assistant Data integration will be able to track a consumers’ previous offline and online shopping history and help make recommendations

Again, as online and offline blur into each other, we may soon find that our digital track follows us in physical stores — with the extensive use of beacons and facial recognition systems Just as Google decides which ads to show you according to your search history, the retailers in stores will send you special offers when, for instance, you approach the items that you were looking for online On one hand, this will reduce the possibility of forgetting to buy something that you really needed On the other hand, it will also lower your barriers and lure you into more emotional purchases.Materials usage: We should start looking at materials which are eco-friendly and recyclable We should go for HUV printing

in which no CO2 is generated Vigi boards can be looked at Packing can be done in corrugated boxes which are recyclable and help avoid damages during delivery

Quality & Deliverables: The quality and finish should carry the same look and feel which a brand carries The consumer should relate to the value and principals of brand once he sees any POP of that particular brand in store amongst the mix

of other POPs

‘Let’s gear up for tech based innovation’

Anuradha Singh, Chief - Experience Design,

Future Retail Limited

I would like to see greater adoption of simple to use technology and

interfaces in the deployment of POS solutions things that simplify the life

of a customer and helps her/him get relevant information about the products and interact with the brand I think that almost everyone nowadays has a smartphone on them and not many brands or retailers are engaging with the customers using their personal devices

‘Need more tech based POS solutions’

WISH LIST 2019:

INDUSTRY SPEAK

What changes do retail solution providers, shopper marketing professionals, POP display manufactures and suppliers wish to see from their clients? Read on as a few industry players share with Point of Purchase their thoughts with regard to Budgets, Timelines, Quality Expectations and more …

Rushabh Shah, Owner, Ace Enterprises

Puneet Batra, Co-Founder & Director, Axiom Visual Communications

Indian Retail is an ocean of opportunity Client supplier engagement is the

first and most important change that I personally feel should happen before planning retail visibility One needs to keep a check on the ground realities

to have a successful visibility From the time of initial ideation, the supplier partner should be involved in the briefing so there is clarity in terms of budget, time lines and other quality requirements Further, the sales plan can be an important tool for the supplier to gauge the market depth and to use correct products for successful visibility in our diverse Indian market area

More realistic time line would be the right answer We are pretty fine with

the budget because all clients are spending according to their revenues But the budget defines the quality If for example, the client’s budget is for a short term product, say for a month’s or two month visibility drive, the product quality too will naturally reflect that If they are looking for long term visibility, then things will change according to that If they get realistic in their time lines, then they can save on time and cost

‘Engage the supplier as partner in ideation’

‘Realistic time lines can help save on cost and time’

29I March I 2019

Ragesh Bhatia, Director, Renam Retail

What I’m hoping for in the industry this year is a partnership approach

from clients towards producers While choosing a laywer, doctor or accountant - one never goes for the cheapest, but for one who will best help you solve your problems Most manufacturers are ready to invest with clients

to develop solutions giving a substantial amount of time, design manpower and production capacity - if the clients invest back into the suppliers and transition from a tactical campaign based association to a more strategic long term collaboration, we would get the best in-store work, whether it is cost efficiencies, speed to market or shopper innovation Wherever I have been lucky to have worked in such association with brands, we have seen consistently better performance than the competition

‘Strategic long term collaboration can result in best work’

Timelines:

Clients usually share the time lines available before each activity, however for critical projects it is best if clients provide briefs well in advance to avoid last minute rush

Quality expectations:

Quality is a given and clients expect best quality at least price It is best

if clients make an ‘Apple to Apple’ comparison of quality expected from vendors Bad or inferior POSM quality delivered by vendors dilutes the brand goodwill directly

‘Clear information needed on budget, expected quality’

Shreesh Sharma, Director, GV Display Solutions Pvt Ltd

In terms of price delivery, when we meet a brand’s marketing team or the

brand manager, they tell us that they want something “out of box” with a premium finish But when we meet the procurement team, they want the same product for less price When both the brand and the procurement teams do the planning, I think the brand’s marketing team or the brand manager should work in coordination with their procurement teams regarding the budget Quality will depend on budget For example, if they are not clear about the per-unit cost that they are looking at, then we won’t be able to decide on the quality The marketing team expects to get the unit in Rs 100 per unit, and the procurement team wants the same product for Rs 50 per unit, which is not feasible They should have clarity on how much they want to spend and what they want to buy I find this gap between a brand’s marketing team and the procurement team in almost every single organization

Regarding time lines, most companies have a problem in finalising their orders until the last minute In our business it

is said that every client needs it as of “yesterday” and after they send the purchase order material, nobody looks at the material needed for “tomorrow” We wish that every company comes out with a vision on “tomorrow” and go beyond wanting it “yesterday”

If retailers and brands do proper planning, then it will make both the vendor’s and their life easy

‘Be clear on budgets & go beyond needing it ‘yesterday’

Haresh Mehta, MD, Jayna Packaging

World over, concerns for more sustainable products are growing and

products made out of corrugated board fit in perfectly The clients should provide more time to deliver corrugated designs as manufacturing

of corrugated POP’s is different from say manufacturing displays from other materials such as plastic, wood or metal The general impression of customers

on corrugated POPs is that they are weak and are not of good finish, which is not true High quality, high strength corrugated POP’s can be made, but what

we need is awareness and an open mind With the corrugated board, many design possibilities can happen

‘Greater awareness on sustainable products needed’

Jiban Datta, MD, Jyoti Display

There are some factors that the client should keep in mind while planning for

retail visibility These factors affect any project, if not pre-planned during the initial phase

Budget:

Budget plays a very important role, while planning for retail as according to that, a vendor can work on the designing part, which will help him select the type of raw material for the product

Timelines:

The client should understand the product for which he is placing the order as the timeline will directly affect the quality of the product

Quality Expectations:

As said above, quality is directly proportional to the timeline, so if the timeline

is sufficient then the quality will definitely match the client requirement

‘Understand the product before placing the order’

Sanjay Selukar, Director, Kruti Promotions & Events Pvt Ltd.

Earlier there were very few clients planning or allotting budget specifically

for visibility in retail sector i.e merchandising at fixed vantage points at retail But today, retail visibility has become very powerful Given the tough competition in the market, timeline has become a very important factor and

it will always be important Quality expectation is also critical for both client and agency for planning, execution as well as final delivery Today most of the clients are also asking for sale-service facility which comes under the quality expectation parameter To meet the expectation, time lines and budgets are very important

‘Good budgets, timelines critical to meet quality expectations’

Time-lines:

The client always wants the delivery on an urgent basis After bidding, negotiation and finalizing the rate, the client does not provide us enough time for actual production, which again leads to a lot of heartburn and misunderstanding

Quality Expectation:

Quality is an outcome of continued efforts and team work with adherence to right manufacturing procedures Again, because of constrained time lines, it sometimes becomes difficult for us maintain the quality desired by the clients

‘Fair bidding, budgeting and timeline are crucial’

Saad Memon, C.O.O & Yogesh Chawan, Co-Founder & Creative Head,

Brandmark Solutions Pvt Ltd.

Budget:

Without doubt, budget is one of the most important pillars of retail visibility planning Most of the times the client invests heavily in ATL Branding to drive the end-customer to buy the product However, Retail Visibility is given very less importance and even lesser budgets with the result that the client ends up with ordinary looking retail visibility elements What actually happens is that the customer is driven to the point of purchase and is bombarded by other, better looking brands at the category and therefore ends up buying a different product, other than the one he had in mind in the first place So a fair budget for retail visibility will definitely help in capitalizing the buzz created by ATL, leading to higher sales conversion ratios

at the given stores Also, with the evolution of E-Commerce there is a lot of pressure on the brands as well as the Brick & Mortar stores to fight back on the reduced time lines Giving ample time for production will definitely lead to on-time deliveries, rather than doing the job hastily, leading to delays

Quality Expectations:

The quality directly depends on what kind of budget is allocated for a particular activity While we try our best to give the best quality possible in the given budget & time lines, the expectations are always on the higher side At our end we are always exploring areas in which we can maintain quality standards without compromising on our product or service Reducing operating expenses & exploring newer & cost effective materials are the steps that everyone will have to adapt to

To strike a balance between expectations and allocated budgets is the magic we try to work on always

Design and Development:

Design and development are imperative for any POS An innovative, out-of-the-box design helps a brand stand out in the already cluttered retail space, which is so very important in this age as everyone is competing on price, quality and looks Once the design is finalized, then comes the next step of making a detailed Engineering Drawing which will be used for actually transforming this idea into a physical form, which is not easy as it sounds It is like making a master unit, which once approved will be used as reference for mass production This requires a lot of R&D before getting the right mix of materials

to get the desired effect within a budget & timeline crunch Both these factors (Design and Development) take a heavy beating when it’s time to allocate budgets for it Most of the clients expect designs and development for free and decide to

go with an agency who quotes the lowest cost thus compromising on quality & aesthetics From our years of experience in this market, we have always seen a higher sales growth graph in brands which have invested in Designing & Development

of an asset, rather than just making it to fit into a particular budget We leave you with a simple question to ponder on while designing your dream house, will you allocate the task to an Interior Designer or a Carpenter?

‘Don’t compromise on design &

development’