The science of shopping

The Beiersdorf PoS Lab opens up perspectives on why a product ends up in a real or virtual shopping basket – and what role product development, naming, packaging design and marketing play in this. Because the truth lies on the shelves or on consumers’ screens.

The task

Within an open-plan office area, a learning and experience zone on the topic of point of sale is being created for groups and individual visitors from all areas of the company. Particularly challenging: the small space, the room structure with open-plan working situations and its use as a meeting room for video calls.

The idea

In a course consisting of seven interactive stations, managers and employees from product development, packaging design and marketing experience the purchasing decision process in-store or online – from discovery to product evaluation. This takes place against the context of an environment that is currently undergoing rapid change and has become significantly more complex. A holistic view of global markets shows how their work at the end of the value chain has an impact and which factors are decisive in this process.

The reality

The design structures the fragmented space, while the lighting concept creates a relaxed atmosphere. Sound-absorbing curtains and shelving units separate the PoS Lab from the workplaces. A row of drugstore shelves, temporarily concealed by switchable glass, playfully demonstrates the difference between well-organised and unstructured shelves.

In another shelving section, visitors can test their own products alongside a competitor’s range. A virtual store can be experienced via VR glasses and, at the same time, via monitors for video conferences. Entertaining information is interspersed with gamified challenges and short quizzes.

The highlight of the tour is the Shop Global station, for which Beiersdorf employees from all over the world have produced simple, short smartphone videos according to our specifications. In the short point-of-view films, visitors experience shopping in drugstores, convenience stores, supermarkets, pharmacies and omni-channel retail in online shops, on TikTok or in mobile commerce.

The results are insightful, highly entertaining and, in many cases, surprisingly creative.

In order to keep the content on these fast-moving consumer goods up to date in a simple and resource-efficient manner, some of the interactive stations are technically standardised, while a consistent user experience ensures easy access to the content.

We are continuously developing the PoS Lab in terms of content and technology. The first expansion was realised after just six months of operation.

  • Client: Beiersdorf AG
  • Services: Concept, planning, construction, design, project management and implementation
  • Media: SIMPLE GmbH
  • Area: 60 square metres
  • Photos: Annika Feuss