Conveying emotions and information at the POS and giving some orientation to the buyer at the same time: This has been the goal of the Linz-based company Pack'nlog for six years now. The innovative, target-oriented and predominantly modular presentation displays and store concepts are designed to help the respective retailer reduce costs and increase the flow of goods and thus sales at the same time. Managing Director and company founder Franz Leisch explains the most successful concepts and their added value in an interview.
Marketing Manager Amra Avdic during Fruit Logistica 2022.
Since the company's founding in 2010, the Pack 'nlog team has visited numerous grocery stores and found that spoilage and thus failure rates were relatively high, especially for sensitive fruit and vegetable products, such as stone fruit and tomatoes, Leisch says. "It's true that you can put pads in the packaging to make the shelves look full and prevent the piling up of too much produce as much as possible," he says. However, putting the packs in and taking them out involves a lot of extra work, and the quality of the merchandise is affected by the rearranging, which in turn has a negative impact on sales."
The Eye-Catcher is already being used the board at Austrian Spar stores. Rewe subsidiary Billa has now also decided to introduce the concept.
The need for a sensible and forward-looking solution led to the creation of the 'Eye-Catcher' concept, which was introduced to the market about eight years ago. Basically, it is flexible inserts for the packaging along with shelf frames for lifting and leveling the goods. "The concept is compatible with the Ifco system: after many tests, we have been able to establish that the Eye-Catcher will reduce the spoilage rate by 30%. In addition, at the end of the day there is no extra effort in cleaning up the remaining goods. Last but not least, this concept also contributes to sustainability by proactively avoiding food waste," says Leisch. This is also in line with the basic idea behind all Pack'nlog concepts. "Because ecology and economy go hand in hand for us."
Modular goods island meets zeitgeist
A few years ago, Pack'nlog's range of products was expanded to include a modular presentation island. Leisch: "On the one hand, there are robust displays made of high-quality materials, such as metal. On the other hand, disposable systems, for example for promotional merchandise and seasonal products, have now become commonplace on the market. However, a hybrid form that is both robust and inexpensive and easy to set up and take down was not available until recently," he says.
The merchandise island consists of a rollable base frame, a ring made of cardboard or plastic, a flat top frame and the top shelf structure (multi-level shelves, individual boxes, loose goods or trays).
The modern presentation island should not only meet the above requirements of the retailer. According to Leisch, it also has an interesting advertising function. "The ring can be printed as desired, which in turn is optimal for conveying brands, advertising messages or product lines. After all, we don't see ourselves as a classic store builder, but as a developer of holistic promotion and presentation concepts."
Pack'nlog is authorized to use the logo of the Austrian Ministry of Life for sustainable food consumption.
Emotions, information and orientation
Finally, the dedicated professional points out the three fundamental pillars of his company. "The key to successful product presentation lies in the communication of emotions and information, for example, with the reference to healthy products the authenticity of faces of producers or the reference to the regional product origin. Furthermore, we also want to offer shoppers orientation so that they can actually find what they are looking for in the store. The success so far proves us right and shows that we are on the right track."
Images: Pack 'nlog Ltd.
For more information:
Franz Leisch
Pack’nlog GmbH
Carlonegasse 8
4030 Linz, Österreich
+43 (0) 664 358 3387
info@packnlog.com
www.packnlog.com