Night shift successful

In our July edition, we reported about the night of displays when the Hungarian section of POPAI organised the installation of three unusual displays during the night in the INTERSPAR hyper market located in Eurocenter. The results surpassed all expectations. The objective was to create displays and tie ups between products which encourage buying and generate a positive experience. All three displays turned out to be extremely attractive, based on feedback from customers. Tamás Barathy, from SPAR Magyarország Kereskedelmi Kft spoke about the results measured in terms of sales statistics, at the Trade Marketing Klub meeting, held during the Business Days 2008 conference. In his presentation, Tamás Barathy emphasised that dogmas are no longer sufficient for success. Customers are looking for new experiences which make shopping easier for them. As illustrated by the three displays in INTERSPAR, cross merchandising offers a solution to this problem. In the case of fish, the refrigerated display also contained lemon and fresh spices, while bottles of quality wine were placed on wooden barrels to create the atmosphere of a summer grill party. Caviar and olives were also included in the installation. Sales were up by 129 percent during the test period. The fruit display was dedicated to cocktails and fruit salads. Apart from the fruits in rustic baskets, the installation included cocktail books, alcoholic beverages, cocktail ingredients, shakers, and other accessories. Sales went up by 123 percent. The Italian style installation built around a Bertolli Fiat car turned out to be the most successful of the three. Sauces, olive oils, spices, fresh tomatoes, garlic, Chianti and other related products were placed around the car. All ingredients for a real Italian dinner were collected in a single place, generating a 130 percent increase in sales.