British American Tobacco Plc (BAT) is one of the leading tobacco companies worldwide and is represented by a number of well-known brands in around 180 countries. In order to present the tobacco products in ESSO petrol
stations in a clear and attention-grabbing manner at the point of sale, Westiform has developed an innovative rack system in collaboration with BAT and ESSO and implemented it in more than 800 filling stations in Germany.
Effective brand presentation and positioning of the tobacco products in petrol stations is a key success factor for sales promotions at the POS. The rack system developed by Westiform and BAT features a modern design and a carefully thought-out light concept, presenting the tobacco products in a skilfully striking manner. Energy-saving LED light elements such as extended-arm lights, light elements in the dividing walls or illuminated pusher rails ensure optimum lighting of the packages from all sides.
This lends the tobacco brand even greater visual appeal than before. In addition, three integrated screens running commercials for BAT are real eye-catchers and have a strong advertising impact. The running times of the screens are programmed to correspond to the ESSO shop opening times. The content is controlled and monitored via a central CMS.
As the prime contractor, Westiform played an active role in this project from its planning, development and technical management to production, logistics, installation and commissioning.
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