In the intricate dance between consumers and retail spaces, the Point-of-Sale Materials (POSM) wield a unique influence. As the bridge between products and shoppers, POSM not only captures attention but also mirrors the evolving trends in consumer behavior. Kazakhstan, with its dynamic retail landscape, becomes the canvas upon which Mars Wrigley paints a picture of innovation and sustainability.

Expert Opinion on Sustainable Growth

In a world where shopper behavior is in constant flux, staying ahead of the curve is paramount. Here at Mars Kazakhstan, we recognize that the journey to remain market leaders requires not just adaptation but a proactive approach to understanding and shaping the trends that define our industry. This November, we hosted the POSM Innovation event, shedding light on the dynamic landscape of shopper trends and showcasing how our display strategy aligns seamlessly with these shifts.

Our dedicated team collaborates with POSM agencies, conducting extensive market research and leveraging production resources to create innovative solutions. Every project undergoes scrutiny through the lenses of efficiency, effectiveness, and sustainability – the three pillars that guide our vision.

1. Efficiency: Standardization & Optimization

Efficiency is at the core of our display strategy. By driving standardization and optimization in processes, we ensure a seamless and consistent shopper experience across diverse locations in Kazakhstan.

2. Effectiveness: Digitalization & Shopper Experience

Embracing digitalization is key to enhancing the shopper experience. LED lighting, screens, bespoke-able shopper labels, 3D fans, QR codes, promo activities with gamification, floor light projectors, and 360 accessible displays are just a glimpse of our commitment to driving effectiveness through innovation. These elements disrupt the shopper journey, allowing for the live discovery of product benefits.

Robot x-perience

Introducing futuristic experience by using Robots in our stores offering interactive experiences which are crucial in providing reasons for shoppers to visit in-store. not only increase dwell time but also allow live discovery of product benefits.

Personalized experiences engage shoppers on a deeper level, prompting a purchase through live promotions and interactive engagements.

3. Sustainability Drive: Recycled Materials & Sustained POSM Solutions

Sustainability is integral to our display solutions. We are committed to using recycled materials and natural substrates, reducing our carbon footprint. Communicating our sustainability measurement, goals, and services ensures that shoppers are not only captivated by our displays but also informed about our commitment to the environment.

Analyzing Effectiveness through POI Research

Our dedication to understanding the impact of our displays led us to conduct Point of Interruption (POI) research. Through interviews, eye tracking, and exit interviews, we gained valuable insights into the effectiveness of our POS materials. This comprehensive analysis helps us refine our strategies, ensuring that every display serves its purpose effectively.

Upcycle Fur Love: A Commitment to Circular Economy

Building on our sustainability initiatives, our upcycling project stands as a testament to our commitment to a circular economy. By repurposing materials and minimizing waste, we contribute to a greener future.

Upcycle Fur Love is a project where sustainability and compassion intertwine. By transforming unused Point-of-Sale Materials into cozy pet houses and toys, we’re making a positive impact on the planet and bringing joy to shelter animals in need.

In conclusion, Mars Wrigley’s display solutions in Kazakhstan go beyond traditional marketing strategies. We embrace efficiency, effectiveness, and sustainability to create displays that not only captivate shoppers but also contribute to a positive environmental impact. Our commitment to staying at the forefront of industry trends is unwavering, and we look forward to continuing this journey of innovation and sustainability – together with our customers and consumers.