In-store Display & POSM
Point-of-sale materials and in-store display furniture connect brand storytelling with shopping and turn campaigns into a tangible, sensory experience. They also show how effective in-store communication can influence buying decisions.
[CLIENT]
Gorenje | Bucharest, Romania
[SCOPE]
In-store display and POS materials
[SERVICES]
Design, DTP, Production Consultancy
When buying domestic appliances, especially large ones, several key factors matter. My long partnership with Gorenje Romania, first as a design and production supplier and later as an interim Marketing Manager, helped me understand the final customer, the in-store dynamic, and how information can influence the buying decision.
The physical store is still where sales of domestic appliances, especially large ones, close. Customers research online, but most make the decision in-store. Appealing communication and presentation increase the chances of closing a sale.
Brand loyalty in appliances is weak. Customers care more about product features and price than the brand itself. A strong in-store presence can win over shoppers. Better presentation and materials make the brand seem more premium.
Visibility drives consideration. Eye-tracking research shows that products that aren't seen are rarely chosen.
Branded zones reduce friction, while placement, shelf, and fixture presentation shape brand choice.
Every new Gorenje launch or major discount campaign happened online and offline to increase efficiency. We built integrated campaigns, with social media, online advertising, press ads, and in-store materials, to reinforce the same message across channels.
I've designed, decorated, and supervised the production of countless custom-built wall bays, aisles, and POS materials, including banner stands, wobblers, shelf talkers, display cases, and posters.
The most notable result of my collaboration with Gorenje was a 400% increase in brand awareness and a major boost in sales, showing the impact of effective in-store communication.
*Their in-house creative department in Slovenia made Gorenje core visuals and global communication. Suppliers then adapted the campaigns and communication for each country. I was their main partner in Romania for design, production (eight years), and marketing management (for one year).
