RETAIL ADVERSING AT THE POINT OF SALE “A SECTOR WITH BIG CHALLENGES”.
Currently the advertising sector at retail lives with great expectation the technological changes and the different trends of consumption, which vary in a more pronounced way in recent years.
Although online sales accounted for almost 9% of total retail sales in the European Union in 2017, this number covers different realities:
in the United Kingdom and Germany, online sales exceed 15% while in the Spanish market it is much less impressive but still leads to the closure of local establishments and all types of retail.
Traditionally, each country has its own way of advertising, although of course, there are general formulas, but there really are no magical concepts that can be incorporated entirely from one country to another, for some examples:
Germany is dominated by department stores and large chains that are committed to discounts such as Mediamarkt and traditional supermarkets such as Lidl.
In France, hypermarkets such as Carrefour or Leclerc are the main actors. In the United Kingdom, the market is divided between large stores such as Tesco and Sainsbury, and department stores such as Marks & Spencer.
In Italy and Spain, the image is also different. The Italian market is mainly concentrated in supermarkets such as Coop Italia and Conad. In Spain there is a greater diffusion, with supermarkets such as Mercadona and department stores such as El Corte Inglés, hypermarkets such as Carrefour, Alcampo, Erosky and specialized chains, many of them belonging to Inditex fashion retailers, but also others such as Sweden’s Ikea that they share retail.
These peculiarities make the POS advertising manufacturers are preserved from the large multinationals in the world of cardboard or printing, since it is necessary to know how to adhoc for each of these local consumption habits, that leads to a large disintegration of small and medium enterprises scattered throughout the northeast, center and east of the Peninsula.
In Primera Línea Visual we internalize these characteristics of the sector, to always give a personalized response for each of the proposals generated by our clients, which always share these four concepts: re-activity, service, price and quality.
Each of them are master lines to face the great challenges in which the sector is submerged, but these concepts would be worthless if one does not work in parallel on such important factors as innovation and human resources, the latter of great value , to be able to live up to the demand and demand of a market as frantic as advertising. CAMILO ALHAMBRA-CEO PRIMERA LINEA VISUAL