»Dirty Love«
contextualized POS concept

for Melvo GmbH
with ↬Fabian Bitter & ↬philipp rasehorn

"Melvo" sells high quality shoe care products under the label "Salamander". POS systems are mostly positioned singularly in reseller stores near the counter. Different products stand side by side in one location with no sufficient differentiators.
Customers have to realize and identify the need for highly specialized care products in a short amount of time. All this at the end of a preceding decision process of the primary product – the shoe itself.
Premise of such solutions seems to be luck, as the customer is confronted with a new challenge near the end of his "customer journey".

»Dirty Love« focusses on the VALUE, not the NEED , by tethering the proposed "care products" with the potential "primary product". The result is a modular system in smaller dimensions and quantity. Understanding of value propositions is heightened with images communicating the use cases with material and seasonal circumstances.

Point of Sales can be distributed throughout stores to inform the customer next to different shoe types providing context. The display can be customized easily adding or exchanging seasonal graphics, materials and care specific illustrations.(↬pic. 3)

Additionally a campaign "Wir lieben Schmutziges" ("We love dirty stuff") was created, to highlight the inherent qualities and mission of Melvo as a company. (↬pic. 7)