Weedon PSC Ltd of Hednesford, Staffordshire, the UK’s leading independent manufacturer of Point of Sale (POS) displays and Retail Ready Packaging (RRP), has beaten off strong competition to win a Gold Award from POPAI (Point-of-Purchase Advertising International), the global trade association for those involved in retail marketing.
The award was announced at the 12th annual POPAI Awards dinner at the Lancaster London Hotel on Tuesday 9 October, hosted by journalist and news presenter, Louise Minchin, and attended by over 450 industry professionals. The prize was awarded in the category ‘Grocery, Convenience & General Merchandise – Temporary Display’ for a Wine of the Month display developed for Tesco Stores.
Weedon PSC’s winning display is a co-packed, three-shelf display unit for bottles of white wine or Prosecco, designed to sit off-shelf, on a black quarter (QTR) plastic pallet. The unit was made primarily of corrugated board, which was chosen for its low cost and high-performance characteristics for both strength and print, as well as its sustainability and ease of recycling at the end of the project.
The visual impact of the display in-store was delivered through two side-cladded sections and a connecting header in E flute. These separate components leave the main unit generic for future production runs with alternative print to promote different wines. The components were litho laminated to give fine print onto corrugated board and the displays were co-packed with stock for shipping through the retailer’s supply chain.
The displays were intended to celebrate and raise consumer awareness of the award-winning success of Tesco’s ‘top tiered’ branded and sparkling wines in a competitive market sector, with the aim of increasing sales at key promotional periods of the year. The display also enabled multi-site location within store to promote the product ‘off shelf’ and away from ‘normal’ in store destinations/fixtures. It was designed to strict supply chain and store guidelines, yet at the same time attracted consumers’ attention with striking graphic areas highlighting the awards Tesco’s wines have achieved.
Weedon PSC produced 882 units for Tesco, all of which were successfully delivered in two waves into distribution centres to ship through the supply chain. The displays performed well both in transit and during implementation and boosted sales effectively in-store, with a 27% uplift in sales on day 1 of the first promotion for the Finest Marlborough Sauvignon Blanc. The second promotion for Tesco’s Finest Prosecco recorded a 35% value increase and a 23% higher volume increase compared with the same week last year, despite the fact that the Prosecco was £1 dearer this year.
A Tesco representative said:
“The units look fantastic in-store and we are seeing strong results in the first weeks of sales – impressive as well, considering the higher price point as last year the Prosecco was on offer at £7 versus £8 this year. The project has been an overwhelming success, one which I am keen to repeat every period.”
John Weedon, Managing Director of Weedon PSC, commented:
“We were up against some of the market leaders in temporary display and are delighted that we came away with Gold. This shows what an independent POS manufacturer can do. We pride ourselves on going the extra mile for our customers and in finding the very best solution to their retail marketing problems.
“With our Wine of the Month display for Tesco, our design team came up with a clever use of shape to make the unit interesting and attractive to shoppers. As well as performing well in transit, implementation was easy and the display has real in-store theatre.
“POPAI promotes excellence in all aspects of retail marketing communications, undertaking research and raising standards of business practice. The POPAI Awards celebrate creativity, innovation and excellence in-store and throughout the shopper experience. Winning a POPAI Award is highly prized by industry clients and suppliers alike.”
For further information, please contact:
John Weedon, Managing Director of Weedon PSC, on 01543 423838.