Best Practice Spotlight - Wholesale by POPAI UK & Ireland

In the unique world of wholesale and cash & carry retail, display activations play a critical role in breaking through the clutter, driving sales, and engaging trade buyers. Unlike traditional supermarkets, wholesale depots are large, functional spaces traditionally designed for efficiency rather than inspiration. Often with high ceilings, poor lighting, and a vast, sometimes sterile, environment, creating impactful displays is essential to attract attention and influence purchasing decisions.

Where rigid retailer guidelines can restrict in-store activations in supermarkets, wholesale offers brands greater creative freedom which allows for bigger, bolder and more immersive executions. However, navigating wide aisles, accommodating large trolleys, and ensuring accessibility present unique challenges. Displays must not only deliver ‘wow’ moments but also serve a practical role in educating and informing independent retailers and businesses about promotions, product benefits and category trends.

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