Lindt Chocolate permanent retail display for supermarkets
A metal point of sale display for retail stores
Shop! 2021 Award Winning display
Lindt and Genesis Retail Displays were thrilled to have been recognised by industry peers, winning the Bronze Award for this grocery store premium permanent display stand design at the Shop! 2021 Retail Marketing Awards.
This Lindt product display presents its unique brand attributes such as premium quality chocolate and the craftsmanship of a Master Chocolatier through an elegant design aesthetic inspired by the flowing chocolate brand asset.
This design increased physical availability and sales, long-term, in more than 100 stores. It has also opened up new accounts in new channels such as Liquor stores.
THE DESIGN BRIEF
We met with Lindt who were after cardboard display stands to use across their retail outlets to secure off location retail store space. Our initial discussions revolved around our Presto POP display unit which can be installed in less than 10 seconds.
Although the discussion then moved to the idea of updating their current in-store displays with something that had a more premium feel and could be treated as a permanent point of sale product display. Their goal was to secure long term retail floor space and the extra investment in a metal display could see them achieve permanent placement to increase their retail share of space.
The other idea they had was the product display could be on wheels so that supermarket staff could move it to off location spaces when it was seasonal promotional time like Valentine’s Day, Mother’s Day or Christmas.
HOW WE DESIGNED THIS PERMANENT PRODUCT point of sale DISPLAY SOLUTION
The Lindt brand team needed a product display that would look and feel premium to align with their brand positioning in the market. So they weren’t interested in maximum stock weight or trying to fit thousands of units onto a single display, the aesthetic needed to feel luxurious to have visual impact on the crowded supermarket shop floor.
We created a number of permanent retail display design ideas that had different elements and shapes to choose from. Ultimately they chose a design that emulated the soft flow of chocolate.
Each design idea needed to be simple to move, re-stock and also be double sided to take advantage of shopper traffic from different areas of the store. Using a permanent retail point of sale design philosophy meant we could deliver on all those elements.
THE UNIQUE DESIGN ELEMENTS
- Soft, rounded elements crafted in metal for each unit
- Curved elements for different sections including the branded signage.
- Attention to detail across every element of the design to ensure brand corporate identity artwork fits perfectly from every angle.
- A custom design metal product display stand on wheels.
- National installation in supermarkets.
- Clever point of sale design with curved edges and shapes.
- A scaled down version for smaller footprint retail locations that retains the identity of the larger unit
After a number of iterations the final permanent retail point of sale design was chosen which was a full metal construction on wheels, with soft edges that was a permanent display could be moved around easily.
This required a number of manufacturing challenges to be met to deliver such complex curves and shapes.
These permanent retail product displays were installed in supermarkets across Australia and subsequently Lindt wanted to use our point of sale design agency expertise to develop a smaller version to suit different sized retail footprints.