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In-Store Theatre at the centre of Display Sales Growth

​Using In-Store Theatre to Retain Customers and Grow Sales

Recent shopper behaviour studies are supporting the fact that consumers are now more likely to shop around and look for the best bargains than to do all their shopping in one store every week. It is becoming more important for retailers to try and maximise what they can offer consumers in their own store. For retailers, in-store signage is a vital communication tool to keep customers in store and retain their business. Below, Smurfit Kappa Display explain the benefits of in-store signage for retail business and how it can help grow sales.

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Shopper Marketing

 Understanding shopper behaviour is at the forefront for Irish retailers. It is a known fact that 75% of consumer decisions are made in-store. Taking this point into consideration we can look at 2 key methods of using print to help influence shopper decisions to help achieve key retailer objectives.

In-Store Theatre Drives Profits

Over the last year the Irish market has seen an increased emphasis on creating in-store theatre to make brands and promotions stand out. A good example of in-store theatre is the Coca Cola Christmas Truck (see above). This theatre piece allowed Coca Cola interact with their customers and grow their sales. In store theatre can help win customers through loyalty. Bespoke In-store theatre displays are designed on a project or campaign basis to meet specific marketing objectives and use both creative structural and graphic design to maximise brand impact. Made from corrugated cardboard, in-store theatre displays are lightweight yet sturdy and have the structural integrity to carry weight. Using a single material, they can easily be recycled.

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Features of in store theatre

  • Available in a range of corrugated board grades
  • Designed bespoke to meet marketing objectives
  • High quality Screen & Digital Print
  • Optional features such as LCD screens, lights, sound modules and moving parts can be included
  • 2D, 3D and 4D models available to help you visualise a design in-store.


  • Increased sales through high brand visibility
  • Attracts consumer attention to product promotions or launches
  • Maximises brand impact at the point of purchase
  • Easy to assemble - reducing time spent merchandising
  • Environmentally friendly – 100% recyclable and made from a renewable resource
  • Reduction in transit and storage costs as in-store theatre displays are delivered flat

Large Format Digital Signage

Large format digital signage has become very popular as it allows customers to create huge visual impact. It is simple to use, colourful, innovative and flexible to work in any environment. It clearly gets its message across for a specific target audience and is proven to get results! The demand for signage in the retail sector is expected to continue to grow into the 2nd half of 2012 & 2013, with retail outlets having to fight hard for business in a competitive market. As the majority of shopper decisions are made in store – signage plays an important role in interrupting the shopper to identify a category or offer.


The Display POP Market Is Growing and Will Continue

 60% of display POP material is temporary and is required for 1 to 4 weeks. A typical advertising cycle on bus sides is from 2 to 4 weeks in total. Billboard advertising is around 2 to 4 weeks also.

Wide Format Printing

We have found that brand owners and retailers are looking for greater impact whilst demanding top quality print. On top of this they want it quicker, cheaper and more durable.

Wide format refers to the print we see all around us each day:

  • Banners
  • Posters
  • Point-of-sale
  • Window stickers

Wide format graphics are displayed indoor and outdoor on buildings, in shop windows, on vehicles and at bus stops. In stores we see floor graphics or even 3 dimensional free standing display units tempting us to spend! The number of applications is huge and growing.

Why is it Growing?

Wide format images are bold, bright and colourful. More importantly when we are outside we are always on the move - so changing images on LED screens don’t really register with the brain. Wide format prints on the other hand are static. Your eyes take in the colours, the image and the message – and for retailers that’s great news! Furthermore, Smurfit Kappa Display offers the broadest range of printing possibilities. You can print economically on a wide range of materials with vibrant colours in a clean, closed system. What’s more, because Smurfit Kappa Display inks have a wide adhesion range these inks can be printed directly on the media, and there is no need for secondary processes like mounting or laminating.

Contact: Smurfit Kappa Display, Unit 17 Whitestown Industrial Estate, Tallaght, Dublin 24.

Phone: +3531 4524333

History of Smurfit Kappa Display 

Smurfit Kappa Display has been the No. 1 supplier of in store printed display stands to the majority of Ireland’s largest brands for over 20 years.

Part of the Smurfit Kappa Group, the worlds largest producer of paper based packaging – the Dublin facility was one of the first printers in Ireland to introduce in-store display stands to the market. In July 2012, the company began a significant investment programme, with the purchase of a brand new Inca S40i large format digital printer which is up and running (see above). This represented a one of a kind digital print purchase in Ireland and it will allow Smurfit Kappa Display to offer retailers the highest quality print at competitive prices and continue to keep at the forefront of service in the Irish Market.

Why Smurfit Kappa Display?

  • Huge visual impact
  • Low cost per copy
  • Wide range of materials
  • Instant drying
  • Economical
  • User friendly
  • Covers all wide format work faster and cheaper

5 Steps for Retailers to improve In-Store Signage

  • Identify a consumers journey – entrance, patterns, where they regularly stop
  • Identify your key stop points – entrance, till, aisle offer ends, mid aisle, customer services
  • Identify high margin, luxury area in store through product information signage
  • Design signage to be impactful at each key point in store
  • Design generic signage to the theme of your store and retail identity

In-Store Theatre at the centre of Display Sales Growth