DS Smith and one of Northern Europe’s leading confectionery companies, Cloetta, have collaborated to create versatile and eye-catching innovative POS displays with interchangeable components to present confectionery products to consumers in-store.
At the core of the new Cloetta’s POS display structures is a requirement for versatility, and the DS Smith design and implementation teams have simplified Cloetta’s previous display solutions by introducing multiple interchangeable parts that fit with a range of product and campaign packs. The approach is referred to as the ‘harmonisation project,’ and it has enabled DS Smith and Cloetta to successfully reduce the number of parts required by 35%, and from 51 to 33.
The interchangeable components include display elements such as trays, bases, signs, and interior fitments. A single POS footer design can therefore be fitted and matched effectively and seamlessly with multiple trays and the design of the interior fitments has been successfully simplified for use in conjunction with different POS displays for Cloetta’s confectionery products. The ‘harmonised’ components or ‘parts’ are created out of die-cut patterns and shapes that can be easily adapted and imaginatively updated with graphics and artwork.
After production, the POS displays are delivered to a network of distribution centres in a flatpack format that is compact for transportation and warehouse storage. Cloetta’s assigned packers are then able to assemble and fill the display units for sending to supermarket and grocery outlets prefilled and covered with a fibre-based corrugated cardboard hood for additional protection. The harmonisation approach with simplified components and display parts is efficient and convenient from for co-packers – enabling them to develop a familiarity with recognisable parts, and further speed up and streamline their assembly processes.
Jonna Nylander-Hallott, Design Creative Specialist, DS Smith, Finland, said, “Our harmonisation approach is intended to be as time and cost efficient for Cloetta as possible. The process has involved a complete redesign, and we have very successfully streamlined Cloetta’s confectionery displays to fit with their diverse product portfolio. Cloetta is supplying multiple confectionery products to retail and grocery outlets and so we have focused on creating a sustainable solution that requires as few materials and parts as possible. The materials including the new transport hoods are made from fibre-based corrugated cardboard to provide optimal protection, and once installed in-store, the striking displays make the confectionery products stand-out for consumers.”
Marc Vansina, Head of Packaging Procurement, Cloetta, added, “Our collaboration with DS Smith has helped us in creating a more sustainable, functional, and on-brand POS displays that are instantly recognisable in-store. The DS Smith design team were present throughout the entire process, and we shared a clear and consistent communication across all our planning and strategy from the start of our working relationship. We supply a large volume of products to customers in the Nordics and around the world, so our packaging supply chain needs to be as simple and efficient as possible across all stages of the supply chain, from production, through storage, transportation, and assembly.”
The harmonisation POS displays for Cloetta’s confectionery product ranges can currently be found in-stores across Finland, including Kesko & S-Group and other retailers.
