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POPAI Awards 2013: Department Stores/Mass Merchants

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Entry Title: Zenith VersaBracket Tray

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: 5P Group

The Zenith VersaBracket range is an un-carded range of unique, versatile brackets which can be used across both DIY and trade. The release of a 42-sku range was a key milestone for the brand and Zenith saw this as an opportunity to leap forward in the category. The key objectives for this launch were to: • Range messy, uncarded products in a space-efficient manner • Grow bracket category by 10% • Bring innovation to a stagnant category

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Entry Title: Burts Bees Target Gondola End

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: 5P Group

Burt's Bees were given the opportunity to launch their products into Target stores in line with Target's catalogue launch. The key objectives for this launch were to achieve: • 30% pipefill turnover within first 8x weeks of launch • Permanent Gondola End space in 120x stores • Versatility in POS to allow for ongoing updates

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Entry Title: Ksubi Kids Target

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Active-Adval

To support the launch of the Ksubi Kids for Target range. Ksubi was to be Targets first ever kids’ designer collaborationBackground: The “Designers for Target” program has been operating for over 5 years. The aim of this program is to collaborate with famous designers to offer the Target customer a “designer” range of choices at affordable prices.The Ksubi brand: “playfulness and humour”; a unique and “tongue in cheek” approach to kids fashion. Creative brief: To create a pop-up shop that stood out from Target’s permanent store fixtures and support the iconic Ksubi range, drawing upon the brands signature “playful humour” aesthetic. The pop-up shop would need to display the clothing product both hanging and folded, and be cost effective considering the 6 week life planned for the campaign.

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Entry Title: DeWalt Power Tools Display

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: Active-Adval

80 years of experience and state-of-the-art engineering is put into every product of DEWALT’s broad range of high performance ‘portable’ electric power tools.DEWALT is the number one selling brand of professional power tools in North America and has been the fastest growing professional power tool brand globally for the last five years.Aim of the Bunnings on-shelf display: • Create a visual display to demonstrate the premium quality and brand position of DEWALT showcase and interchange hero items. • To engage and introduce consumers to the system assortment of cordless power tools.Individual tool holders were designed so that all of the tools faced the same direction making it easier for customers to see the brand as well as making it easy for customers to handle the tools.

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Entry Title: Fragrance Christmas Tree

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Active-Adval

The Myer fragrance hall is one of the strongest sales departments and is always positioned at front of each store. The open style store design and sleek white designer look of the fragrance department lends itself to bright and bold POS collateral.Fragrances are the perfect gifting item and Christmas is the most popular time to buy them. Instead of generically promoting a single brand in the fragrance area, Myer wanted to promote their “Exclusive to Myer” fragrances and well as some of their best-selling international brands and Celebrity brands through innovative cut-through POS devises. Trees also added some animation through the floor and with testers on display engaging the customers and getting them to try the fragrance.Project Objectives:• Increase fragrance sales• Make Myer the destination for fragrance at Christmas• Create consumer awareness of their exclusive and big name brands• Present fragrance products as gifts and encourage impulse and add-on sales

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Entry Title: Bonds Collectibles

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Ergo Asia

Secondary Entrant Company Name: Look Print

1. Launch new Women's underwear product range for Bonds.2. Communicate the number of products and styles available and the new multi-buy price. 3. Signpost the Women's underwear area in Myer. 4. Meet sales budget on new product. 5. Bring innovation to execution of POS to cut through clutter at retail.

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Entry Title: Sunbeam Cafe Series Gondola

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: id8 Studio

Aiming to Leverage their successful advertising partnership with Channel 10’s popular hit TV show Masterchef, Sunbeam wanted to create a POS display that could showcase their premium Café Series products (Blender, Mixer & Coffee Machine) The sleek product range need to appeal to a new target market. The products were designed to blend in with the high end café & modern day kitchen. The display needed to create an environment within department stores where the consumer could engage and experience these premium appliances. Education was a key driver in convincing the consumer of the many benefits and functionality of the Café series. Sunbeam wanted to leverage their latest round of on screen advertising to consumers. The Key Objectives - Communicate & educate product functionality and benefits to consumers in a busy retail environment - Increase in-store visibility & showcase Sunbeams new and premium range - Create a high end cafe environment

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Entry Title: AEG Powertool Merchadising Display System

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: Integra Systems

TTI's primary distribution channel for it's AEG Powertool products is Bunnings Warehouse, in Australia and New Zealand. Bunnings Warehouse changed its display strategy from individual items to a 'Brand Block' strategy. In response to this change TTI engaged Integra Systems to position its AEG Powertool products as a premium brand for Young Tradies. There are many competing Powertool brands, and it was critical that the AEG brand cut through visually to attract customers to their product range. This was combined with a high intensity radio and print advertising strategy. The Black and Orange brand identity was to be strong and the products needed to stand proud. It was also essential that the consumer was able to experience the different way the Omni Pro Powerheads were used with the standard tool holder, to emotionally engage the consumer. The overall objective was to ensure sales target uplift was strong from year to year. This objective was successfully achieved.

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Entry Title: Eclipse Chewy dumpbin

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Megara Australia

Prior to the Launch of ECLIPSE Chewy Mints in 2012 the Chewy mint segment (inclusive of Mentos Fruit) was worth approximately $41M RSV. Sales had been in decline for the past two years (-6.4% latest MAT period). The segment was highly concentrated with 9 SKUs generating 90% of value. (Source: Aztec, National Grocery Sales MAT to 18/12/11). The category ‘need state’ map indicated an opportunity for a ‘purposeful’ or ‘functional’ product with a ‘soft’ of ‘chewy’ texture. Simply put –a chewy mint. (Project Kiss Consumer Mapping, 2010) The aim was to: Create innovative/ impactful POS display that assembled quickly. Emphasise the tin packaging and increasing brand recognition. Drive category growth and penetration of the overall ECLIPSE brand. Make sure the product is visible from all angles. Make it as easy as possible for customers to shop from. Hold a large amount of stock in a small footprint. Flat pack for transportation

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Entry Title: Toblerone and on and on display unit.

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Megara Australia

Kraft required a display unit to replace their existing Toblerone displays in Target stores. These units where made from MDF and Steel and lacked any presence in store. The branding was minimal and not cleanly finished. Also because of its size and weight Kraft were limited in the number of locations within a store that it could be used. The product did not present well and was often damaged. Our brief was to: Design a cheaper unit which could be sent out flat to Target and assembled on site. Neatly present 32 Toblerone bars, each 1m long in the smallest footprint possible. Have large areas of print for an instantly recognizable display. Be lightweight and easily transported. The key objectives were: 1)Attract consumers through excellent presentation of the product. 2)Increase impulse purchases of the product through the ability to be positioned in high traffic areas such as check outs. 3)Be versatile allowing for as many display opportunities as possible.

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Entry Title: SAMSUNG BIG W LIFESTYLE UNIT

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: Pop Impact

The objective of the unit was to make sure the right demographic of customer was captured with a very cluttered and busy environment in a Big W electronic section. Housing the 3 new release products S3 mobile , 10.1 Tab and galaxy note with the with the relevant message trying to capture the consumer. The research has shown that difficult to know what products are suited to their needs. 1. Capture the right demographic of consumer so they purchase the right Samsung product from all age groups 2. Increase Samsung’s share in the category 3. It was evident that the store environment had to have clearly defined categories, so customers could engage products and get the information required to make a purchase decision. 4. introduce Tablets and new technology sales into a family friendly store environment.

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Entry Title: Paramount - Madagascar 3 POS Suite

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: Sainsbury POS Displays

With the release of Dreamworks - Madagscar 3 in cinema's months earlier the aim was to outsell competition to be Australia’s #1 family "Title of the Year" on the back of the successful previous 2 movies, which also highly rated when released. This was part of the successful series and is the second highest grossing Dreamworks Animation Franchise. The drive of impulse sales at point of purchase with engaging fixtures and units to gain as many locations to have the new DVD / Blu ray in front of consumers The team was to secure incremental POS promotional space with tactical display assets as well as high capacity to stock the new release title DVD's & category titles. This was to include the previous movies from the series (Madagscar 1 & 2) for consumers to obtain a complete set of the series at the point of purchase along with other successful titles from this group

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Entry Title: Ferrero - Kinder - Madagascar 3 Pallet Display

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Temporary

Entrant Company Name: STI Group

Kinder Surprise is the #1 kid’s confectionery SKU in Australia (AC Nielsen, Grocery, Value Sales, Singles, MAT to 09/06/2013). Kinder Surprise continues to evolve and drive excitement in the kid’s confectionery category through exciting license associations. Major Kinder Surprise property license released in line with Madagascar 3 - September 2012. The display needed to encourage retailers to merchandise Kinder in off-location areas across the store and create a primary destination for Madagascar 3, as there was little on-shelf space to capitalise on a movie launch. The objective was to drive an exciting and impactful in-store experience in grocery and mass channels. The POS devices needed to be modular using existing floor formats, allowing the displays to be an innovative way of creating off location displays. The objective of this approach was to drive more volume of Kinder Surprise while also having a 360 degree display and theatrical circus themed graphics.

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Entry Title: Taubmans Colour Selector

Entry Category: 3 - Department Stores/Mass Merchants

Entry Division: Permanent

Entrant Company Name: UFO Display Solutions

The Taubmans brief was to replace the old colour wall displays, the display needed to support Taubmans for a minmium of 5 years. This is to increase brand identification and drive colour inspiration with a full range of 1152 colours, presented to the consumer. The design has to exceed the limitations of the old colour wall display, meet the strict criteria with limited branding and the look and feel of a warehouse display, not a major retailer.Required Features - Improve lighting above the colour selector providing superior lighting for the consumer to choose correct colour chips/samples. - Interchangeable side panels & headers, allowing for updates on both product & colour range without replacing the complete sub straight allowing ease of installation by team members & reducing the cost to Taubmans.

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