They are the best when it comes to staging products at the POS. Display manufacturers supply the tools for the best possible product display and targeted brand presentation. In its POS display exhibition segment viscom, the International Trade Fair for Visual Communication, presents a large number of products from the world of displays, for short or long-term use, analogous or digital. This is supplemented by an extensive supporting programme, including the presentation of the prestigious Superstar award during the trade fair. This year, exhibitors taking part in the POS display include Display & Design Detlef Schulz GmbH, J.D. Geck GmbH, OECHSLE Display Systeme GmbH, RL Display GmbH & Co. KG, Schoepe Display GmbH or the display company. They bring new trends in POS marketing to the trade fair and showcase their best-selling products.
Schoepe Display GmbH for Ferrero
A first-time exhibitor at viscom in 2014 is Schoepe Display GmbH, one of the European market leaders in display production. "Overall, we see a trend towards intensifying POS activity ", says Andreas Grathwohl, Managing Partner with Schoepe Display. "Strong brands, in particular, go for a more sophisticated design for their displays that also incorporates more technical features. It's the way to stand out from the competition to the greatest effect and take centre stage at the POS. That's what we offer with our products." Some 320 employees have been working for the company since the takeover of Gundlach Display + Box GmbH last April. Both companies design and manufacture product carrying and informative displays made from cardboard and corrugated cardboard for the use in sales promotion at the Point of Sale. With their different emphasis, the two companies ideally complement each other in their customer, product and production portfolios. "At viscom in Frankfurt we will present as a joint company for the first time, showcasing our entire range", says Grathwohl. "We can supply everything from small-scale, high-quality counter displays to lavishly stocked product carrying pallet displays. At the trade fair, we will present our large range of client industries from the premium segment for cosmetics and confectionery with all kinds of finishing options to heavily stocked stationery displays with complex logistical requirements."
oechsle display systems GmbH will also be part of viscom. At the trade fair, the company primarily showcases effective lighting for products and promotional messages at the POS. "We notice a growing interest in unusual types of product presentation in our market segment. Presentation that stands out from the crowd, be that due to its design or to striking effects. An excellent way of, say, highlighting a new product or generating higher attention for a promotion, is the targeted use of light", is how Margit Oechsle, Managing Director with oechsle display systems, describes the latest trends in the POS display segment. "Light is more than just lighting merchandise or sales premises. It is an emotional design tool. With our 'LEDline' LED range and customised special LED display solutions we offer effective support in this field", says Oechsle. This is also what awais visitors at viscom. Margit Oechsle: "Our name stands for a broad range of products in the POS marketing segment. We will therefore show 'highlights' in several fields, notably in our LEDline series of products. This is where we will present our expanded LED shelf lighting system as well as functional presenters and displays with integrated LED technology. Including special solutions of the kind preferably used as visual eye-catchers in product and brand launches. We will also present some sample applications featuring particularly striking LED flashlight effects."
RL DISPLAY pop-up column
The evergreens among displays are the traditional pop-up columns which have become integral elements at the POS. Eye-catching, easy to set up and moderately priced, they continue to be popular. RL DISPLAY, an expert in the field, presents popular types at viscom. "If you are looking for simple, fast POS displays as eye-catchers, you have come to the right place", says proprietor Rolf Lünstroth. "We are always on the look-out for new, innovative display solutions which set off our customers' brand presentation to the greatest effect." In addition to the classic varieties in various shapes, RL DISPLAY also offers tray columns for heavy merchandise, columns with side posters that can be exchanged when promotions change, promotion tables for tasting or product presentation events and archways to highlight pallet-based promotions in the retail sector. Columns equipped with LEDs to emphasise promotional messages through illumination are also popular at present, as are pillars with textured paint finishing for a tangible product message at the POS.
