Point-of-sale displays are an integral part of every consumer brand's marketing mix. Regardless of whether a company is selling mobile phones, food products or cosmetics, POS displays can maximize sales opportunities in today's challenging marketing landscape.
Cosmetics and perfume brands in particular are always on the lookout for innovative display products. This is especially true of Kohlschein, a loyal customer and partner of Stora Enso for more than 65 years. Among its criteria for producing eye-catching display material Kohlschein lists excellence in board printability, surface smoothness and stability.
POS is the clincher
The global cosmetics titans are renowned for their mastery of the marketing mix - providing the right product, at the right price, in the right place and with the right promotion. Competition is tough in the retail segment and the POS displays constitute an important element in the marketing mix. When the consumer enters a cosmetics store, the POS displays are there to clinch the sale.
"There is a permanent and constant fight to gain the consumer attention at point of sale. Studies on purchase patterns and buying decisions show that most consumer buying decisions are made directly at point of sale," says Oliver Höflich, Marketing Director at Kohlschein. POS displays are a highly visible, on-the-spot and cost-efficient component of consumer advertising. A good POS display has an effect on the target group at exactly the right moment. It attracts attention, creates interest, stimulates a desire and provokes action. No wonder that Oliver Höflich talks of POS displays as "generating an excellent return on money spent."
Excellent printability and dimensional stability
To produce its top-class display products, Kohlschein uses a wide variety of board materials. Usually, it uses Stora Enso's woodpulpboard for the innerlayer, with surfaces produced from Ensocoat and Tambrite. Ensocoat is a clay-coated multilayer SBS board that offers excellent whiteness, strength and dimensional stability. It is highly appropriate for demanding cosmetics displays that require the best possible image properties. On the other hand, Tambrite is a fully coated folding boxboard that provides exceptionally stable construction for display products. It also has an excellent smooth surface for printing.
"Stora Enso boards provide exactly the right strength and stiffness to guarantee optimal performance during printing. Furthermore, our boards are fully compatible with the material requirements of various finishing methods. They are suited equally to varnishing treatments as to die-cutting, embossing and creasing. We have also enabled Kohlschein to create displays with considerably less total weight, resulting in more products from less raw material, explains Peter Pöpping at Stora Enso Deutschland.
Further information from:
Stora Enso Oyj
Pasi Ahokas, Vice President, Graphical Boards
FIN-55800 Imatra
FINLAND
Tel. +358 2046 121
Stora Enso Deutschland GmbH
Peter Pöpping
Grosse Bleichen 30
20354 Hamburg
Deutschland
Tel. +49 40 35099 153
Stora Enso Belgium N.V./S.A.
Mr Stefaan Temmerman
Da Vincilaan 15
B-1831 Diegem
BELGIUM
Tel. +32 2 715 0471
Stora Enso Packaging Boards
Scandinavia Sales
Flemming Wulff
Vognmagergade 7
DK-1120 Köpenhamn K
DENMARK
Tel. +45 33 15 58 15
Stora Enso France S.A.
Mr Alain Piattier
15/25 Boulevard de l'Amiral Bruix
F-75782 Paris Cedex 16
FRANCE
Tel. +33 1 53 64 79 00
Stora Enso Italia S.r.l.
Mr Renato Somekh
Via A. Volta, 16
I-20093 Cologno Monzese (MI)
ITALY
Tel. +39 02 2515141
Stora Enso Nederland B.V.
Mr Gerrit Willekes
P.O. Box 12386
NL-1101 AJ Amsterdam
THE NETHERLANDS
Tel. +31 20 650 5555
Stora Enso Barcelona
Mr Jose Rodríguez
Ctra. Nacional II km 592,6
08755 Castellbisbal (Barcelona)
SPAIN
Tel. +34 93 631 1191
Stora Enso (Schweiz) AG
Mr Yrjö Aho
Hohlstrasse 535
CH-8048 Zürich
SWITZERLAND
Tel. +41 1 435 3838
Stora Enso UK Limited
Mr Anthony Williams
1 Phoenix Place, Phoenix Centre
Nottingham NG8 6BA
UNITED KINGDOM
Tel. +44 11 59 647 116