{"id":1558,"date":"2026-09-20T08:48:18","date_gmt":"2026-09-20T06:48:18","guid":{"rendered":"https:\/\/activation-agencies.eu\/?p=1558"},"modified":"2026-09-20T10:02:36","modified_gmt":"2026-09-20T08:02:36","slug":"rethinking-retail-activation-from-point-of-sale-to-point-of-experience","status":"publish","type":"post","link":"https:\/\/activation-agencies.eu\/ro\/regandirea-activarii-in-retail-de-la-point-of-sale-la-point-of-experience\/","title":{"rendered":"Reg\u00e2ndirea activ\u0103rii \u00een retail: de la Point of Sale la Point of Experience"},"content":{"rendered":"

<\/p>\n

Consumatorul rom\u00e2n de ast\u0103zi intr\u0103 \u00een magazin cu dou\u0103 a\u0219tept\u0103ri aparent contradictorii. Pe de o parte, \u00ee\u0219i dore\u0219te tot mai mult relevan\u021b\u0103, \u00eendrumare \u0219i personalizare pe parcursul \u00eentregii experien\u021be de cump\u0103rare. Pe de alt\u0103 parte, presiunea financiar\u0103 \u00eel determin\u0103 s\u0103 analizeze fiecare decizie de cump\u0103rare cu mai mult\u0103 aten\u021bie. Aproape jum\u0103tate dintre gospod\u0103riile din Rom\u00e2nia declar\u0103 c\u0103 abia reu\u0219esc s\u0103 \u00ee\u0219i acopere cheltuielile, iar 7 din 10 consumatori inten\u021bioneaz\u0103 s\u0103 reduc\u0103 bugetul destinat produselor de zi cu zi.<\/a><\/p>\n

\u00cen acest context, simpla vizibilitate nu mai este suficient\u0103. Tradi\u021bionalul Point of Sale trebuie s\u0103 evolueze \u00eentr-un Point of Experience<\/strong> \u2013 nu prin ad\u0103ugarea de entertainment f\u0103r\u0103 un scop clar, ci prin crearea unui motiv relevant pentru ca shopperul s\u0103 se opreasc\u0103, s\u0103 interac\u021bioneze, s\u0103 descopere \u0219i, \u00een final, s\u0103 aleag\u0103.<\/p>\n

La Fieldstar, vedem aceast\u0103 experien\u021b\u0103 lu\u00e2nd forme foarte diferite, pentru c\u0103 \u00een shopper marketing nu exist\u0103 o solu\u021bie universal\u0103. Experien\u021ba potrivit\u0103 porne\u0219te \u00eentotdeauna de la categorie, brand, produs \u0219i misiunea de cump\u0103rare a consumatorului.<\/p>\n

Uneori, este vorba despre personalizare<\/strong>. \u00cen campania Share a Coke, transform\u0103m o achizi\u021bie obi\u0219nuit\u0103 \u00eentr-o experien\u021b\u0103 unic\u0103 \u0219i personal\u0103, livr\u00e2nd peste 150.000 de doze personalizate la nivel na\u021bional.<\/p>\n

Alteori, este vorba despre gamification \u0219i tehnologie<\/strong>. Pentru Schweppes Purple, am transformat una dintre caracteristicile definitorii ale produsului \u2013 efervescen\u021ba \u2013 \u00eentr-o provocare digital\u0103 interactiv\u0103.<\/p>\n

\u00cen alte situa\u021bii, construim \u00een jurul produsului o adev\u0103rat\u0103 experien\u021b\u0103 multisenzorial\u0103<\/strong>. Pentru lansarea Activia Kefir de la Danone, am dezvoltat o activare integrat\u0103 \u00een magazin, combin\u00e2nd materiale POS senzoriale \u2013 texturi tactile, elemente 2D stratificate \u0219i iluminare \u2013 cu o experien\u021b\u0103 de sampling menit\u0103 s\u0103 duc\u0103 testarea produsului cu un pas mai departe.<\/p>\n

\u00cempreun\u0103 cu un mixolog, am creat trei re\u021bete speciale de smoothie, c\u00e2te una pentru fiecare variant\u0103 Activia Kefir: natur, c\u0103p\u0219uni \u0219i afine. Acestea au fost servite \u00een pahare de cocktail \u00een loca\u021bii retail premium selectate. Standurile de sampling personalizate, realizate dintr-o combina\u021bie de elemente decupate \u0219i materiale diferite, inclusiv texturi din lemn, au completat experien\u021ba.<\/p>\n

Astfel, un moment tradi\u021bional de degustare s-a transformat \u00eentr-o modalitate mult mai atractiv\u0103 de a descoperi produsul, versatilitatea sa \u0219i noi ocazii de consum.<\/p>\n

Iar uneori, cea mai puternic\u0103 experien\u021b\u0103 \u00eencepe chiar cu produsul.<\/p>\n

Prin live cooking shows \u0219i formate premium de degustare<\/strong>, am transformat samplingul tradi\u021bional \u00eentr-o experien\u021b\u0103 autentic\u0103 de descoperire a produsului: shopperii pot vedea produsul preg\u0103tit, pot \u00een\u021belege diferitele moduri \u0219i ocazii de consum, \u00eel pot degusta \u0219i pot lua decizia de cump\u0103rare \u00een cadrul aceleia\u0219i experien\u021be.<\/p>\n

Activarea noastr\u0103 pentru Maggi, de exemplu, a transformat samplingul \u00eentr-o experien\u021b\u0103 culinar\u0103 live, \u00een timp ce pentru Rana am combinat prepararea autentic\u0103 \u00een stil italian cu posibilitatea unei conversii imediate \u00een retail.<\/p>\n

Crearea unor astfel de experien\u021be vine \u00eens\u0103 cu provoc\u0103ri foarte concrete. Spa\u021biile disponibile \u00een retail devin tot mai restr\u00e2nse, cerin\u021bele retailerilor r\u0103m\u00e2n stricte, bugetele sunt sub presiune, iar costurile de produc\u021bie continu\u0103 s\u0103 reprezinte o provocare pentru ROI.<\/p>\n

Tocmai de aceea, \u00eentrebarea creativ\u0103 devine \u0219i mai interesant\u0103:<\/p>\n

C\u00e2t de mult impact putem genera \u00eentr-un spa\u021biu \u0219i cu o investi\u021bie limitate?<\/strong><\/p>\n

Pentru noi, trecerea de la POS la POE nu \u00eenseamn\u0103 \u00eendep\u0103rtarea de obiectivul de v\u00e2nzare. Dimpotriv\u0103.<\/p>\n

\u00censeamn\u0103 s\u0103 facem fiecare punct de v\u00e2nzare mai eficient \u2013 transform\u00e2nd fiecare metru p\u0103trat \u00eentr-o oportunitate de relevan\u021b\u0103, fiecare interac\u021biune \u00eentr-un motiv de alegere \u0219i fiecare investi\u021bie \u00eentr-o valoare m\u0103surabil\u0103 at\u00e2t pentru shopper, c\u00e2t \u0219i pentru brand.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"

Consumatorul rom\u00e2n de ast\u0103zi intr\u0103 \u00een magazin cu dou\u0103 a\u0219tept\u0103ri aparent contradictorii. Pe de o parte, \u00ee\u0219i dore\u0219te tot mai mult relevan\u021b\u0103, \u00eendrumare \u0219i personalizare pe parcursul \u00eentregii experien\u021be de cump\u0103rare. Pe de alt\u0103 parte, presiunea financiar\u0103 \u00eel determin\u0103 s\u0103 analizeze fiecare decizie de cump\u0103rare cu mai mult\u0103 aten\u021bie. Aproape jum\u0103tate dintre gospod\u0103riile din Rom\u00e2nia […]<\/p>\n","protected":false},"author":2,"featured_media":1559,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[19,21,23],"tags":[13,14,7],"class_list":["post-1558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activation-agencies","category-brand-activation","category-pop-up-experience","tag-brand-ambassadors","tag-field-marketing","tag-retail-demonstrations"],"acf":[],"_links":{"self":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/posts\/1558","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/comments?post=1558"}],"version-history":[{"count":0,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/posts\/1558\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/media\/1559"}],"wp:attachment":[{"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/media?parent=1558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/categories?post=1558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/activation-agencies.eu\/ro\/wp-json\/wp\/v2\/tags?post=1558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}