How many times have you encountered that familiar phrase, only to find a rare gem of an example that truly brings it to life? Couple this with some skillful copywriting, and… voilà! You’ve got a compelling point of sales communication!
During a leisurely wait before my flight at Athens International Airport, I stumbled upon a clever bookshelf encouraging passengers to select a book based on their flight duration.
Next time you find yourself at the Greek capital’s airport, ensure you “book” your flight according to your anticipated time in the skies. As George R.R. Martin once eloquently expressed, “A reader lives a thousand lives before he dies… The man who never reads lives only one.”
Solution Marketing POS messaging @ Athens International Airport
Covid19 has a tremendous negative impact on the economy so far. However, as all wise people would argue, every coin has two sides. For financial services corporations like Visa, Covid19 has been a main driving force for even wider adoption of card payments and more specifically contactless payments. It seems that contactless payments are indeed on a sharp rise worldwide, especially during the last months. What should financial services companies offering contactless payments do in such an occasion? Should they lay back and enjoy the favorable side effect of a pandemic or ride the wave and try to establish both contactless payments as well as themselves as leaders in this field.
Visa decided to do the latter, and hit while the iron is hot. I noticed the below table tent in a gelateria in the center of Athens. I particularly enjoyed the straightforward messaging (Visa contactless preferred) as it was the shortest message possible, with the brand mentioned first and the word “preferred” serving as a nudge rather than an obligation or an option. The artwork was uncluttered and the placement of the table tent on top of the ice-cream vitrine could not be better. I paid using my contactless Visa.
Every time I unwrap a luxury item (actually not very often) the amount of packaging waste really blows my mind. The higher the price/volume ratio for a product, the more the packaging waste…
Speaking of this, while shopping in a personal care and beauty shop, I noticed the below “fountain” device from Mugler Fragrances where customers can refill their favorite perfume. It immediately stroke my sensitive ecology chord…
Photo: Mugler Source
A bit of background to the story… as I later read, Mugler perfumes Angel and Alien have been around for quite some time, with Angel launching back in 1992 (yes that is prior to the millennium!!!). It is considered an iconic fragrance as at it was the first “gourmand” fragrance (= a perfume consisting primarily of synthetic edible/gourmand notes, such as honey, chocolate etc.) that shocked the perfume industry with this innovation. Current annual sales estimates of Angel along with its companion scent Alien account for approximately €250 million!
I asked the salesperson about the price difference between purchasing a 50ml bottle or refilling one. The answer came as a surprise to me. Purchasing a bottle would cost ~€73 while refilling one would cost ~€39 (both options were on discount at that moment). This is a great deal of saving for either a loyal customer or a younger, cost conscious person who is relative new to the franchise.
Could it be that solutions like the above, hit two birds with one stone? On one hand with such small actions, Mugler Fragrances show that they care about the environment and on the other hand, that they provide to their customers a more cost efficient way to enjoy the brand (and finally stay in the Mugler franchise).
On a closing note, one thing is certain to me… it takes more than offering a great, even breakthrough at a time, perfume to stay relevant for 28 consecutive years.
It’s only few weeks after the terrible terrorist strike in Paris on the 13/11/2015. This has been an attack that shocked the entire western world as we know it and spread sadness to everyone. Paris, similarly to New York have been terrorist targets not only because they belonged to France and the USA, but mainly because they are iconic cities with landmarks widely known to the world and synonymous to the western way of living. This is exactly the same reason these two cities have been vastly used in marketing campaigns of several products.
Few days after the attack, I visited my neighborhood’s supermarket for the weekly grocery shopping when I saw a perfume product display with the promo message #myriseparisi (translate from Greeklish: #smellslikeParis).
Well summer of 2015 is over…for good. It has been a memorable summer for a number of reasons. Now that I try to gather my thoughts and go through the summer photos, I came across this funny photo I shot in a village near Chalkida and my mind instantly traveled back to the relaxed time we had over there. However -and you can call this perversion- I just also thought that this is a great effort from a plain Farmer to communicate at the Point of Sale.
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