Patented POP Displays Pack In More Information

Retail media print specialist, Bezier has completed a point of purchase project for Dulux and Allied Bakeries using a patented shelf-edge product information display.

Retail media print specialist, Bezier has completed a point of purchase project for Dulux and Allied Bakeries using a patented shelf-edge product information display.

The project was designed to support in-store promotions for UK paint manufacturer Dulux for its Weathershield brand and for Allied Bakeries with nationwide Infoshade marketing campaign.

Infoshades was developed and patented by Ad-Tech in the USA to provide product information at the point of purchase.

The device, which Bezier can design and print, is a small plastic cylinder cylindrical plastic that slots on to a shelf edge or can be incorporated into a display unit.

It takes up no more room than a traditional shelf strip but displays up to four times more information via a pull down blind.

Bluetouch, Bezier's, created graphics and the concept for the blind in house POP design agency in partnership with the Church Agency.

Bezier have adapted the technology for Dulux Weathershield, creating a shaped panel and pull down tab for extra on shelf visibility.

The unit is 18cm long with a 30cm pull down screen.

Julia Kemp, brand manager for Dulux Weathershield, said: "We know how important it is to get the right product for the job.

This is even more essential when painting the outside of your home.

The exterior paint fixture is often very daunting, so being able to offer the consumer extra product information is a real step forward to simplifying the process and for the consumer to make the right decision." Bread makers, Allied Bakeries, have also invested in the mini Infoshade to launch its new Burgen range of breads.

Blinds, which will appear in selected multiple retailers and will help promote the new brand.

James Foster, communications executive at Allied Bakeries, said: "The Burgen target market is a health conscious group of consumers and our research has shown providing extra product information is crucial to this group's buying decision.

However, providing in-depth product information, particularly at point of purchase, is difficult and although we have considered leaflets these can be difficult to site and also require replenishment.

The Infoshade campaign seemed like the perfect solution." Bezier produced blinds for Burgen with graphics supplied by Bristol design agency, Design Activity.

Richard Courtney, managing director at Bezier's Bristol site, said: "EPOS data has shown that brands using Infoshades have experienced up to 35% sales uplift, making the unit a highly effective, low cost and fun alternative to other POP technology such as in-store TV and touch screens.

They allow brands to not only catch consumer's attention but also offer additional information about how a product can be used to help consumers decide which product is right for them." Infoshades are currently available in three sizes and will soon be available with a 14-second sound chip to further stimulate consumer interest, added Bezier.

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