Workshop Display – Creativ with System

Intensive learning and working in small groups – this is the goal of our workshops in the PackRight Academy.

On the first day the participants of the workshop heard from our internal speakers which different kinds of displays exist, which design-tools we use and which advantages for our customers result herefrom. Besides, the focus lay on trends in the display market. Each display is not only developed for a special product or a special target group, but also for a special Point of Sale (P.O.S.). Depending on the P.O.S., whether it is a pharmacy, a petrol station-shop or a grocery store, certain aspects need to be considered.

Giannina Feuerstein, Product Manager working for the retail company tegut… explained which high demands trade makes on display of the branded goods industry. She referred to the aspect that trade often requests a closer coordination with the branded goods industry. Subsequently Christina Schütt, Channel Category Sales Development from Nestlé Coffee & Chocolate spoke about how displays should look like to attract the customers and increase sales. The participants took the chance to discuss the presentations during dinner with the referees.
 During the Scribble Training the participants of the workshop and the according Account Managers could demonstrate their own drawing abilities.

Practical aspects stood in the focus of the second workshop-day, which started with a scribble-training. “When two people talk about the same thing, it does not mean that they have the same picture in their minds eye”, states Anja Röhrle, Marketing Manager D-A-CH. “Therefore it is really helpful for the customer, if he is able to make a little draft of how the display should look like.” After the scribble-training the participants received a specific task and learned how to work with different creativity techniques that are useful for generating ideas. The ideas for the realization of a display solution gained with these techniques were later on compacted, elaborated, graphically realized and presented in front of the group. During the tour through the plant, especially the display production, the participants gained a deeper insight in the production of displays.

The participants, for example from Nestlé Kaffee und Schokoladen GmbH, Krüger GmbH & Co. KG und Eika Kerzen GmbH, agreed that the workshop created added value and brought them new inspirations for their daily work.