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In-Store Takeover Kits & Retail Activation Campaigns

ONE CAMPAIGN. EVERY SHOPPER TOUCHPOINT. MAXIMUM BRAND IMPACT.

From shopper activation strategy and creative development to POS production, store-specific kitting and national distribution - SEMCOM brings complete retail campaigns to life.

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Winning in-store requires more than a great display. It requires a coordinated shopper marketing strategy that connects with consumers throughout their shopping journey, builds brand visibility and influences purchasing decisions at every opportunity.

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SEMCOM specialises in developing and executing integrated in-store activation campaigns, bringing together creative strategy, retail sell-in materials, POS design, production, warehousing, kitting and national distribution.

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From new product launches and seasonal campaigns to promotional events and complete store takeovers, we create cohesive suites of branded retail materials designed to work together across multiple shopper touchpoints.

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Whether it's a single promotional activation or a complex national rollout across hundreds of retail locations, SEMCOM manages the complete process — from the initial campaign concept through to store-ready activation kits delivered to each location.

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One Creative Vision. Multiple Retail Touchpoints. Complete Campaign Execution.

Discuss Your Retail Activation Campaign

Click Here to View  some Retail Activation Campaign Case Studies

From Creative Concept to National Store Rollout

Beyond design and production, SEMCOM manages campaign kitting, store-specific allocations, warehousing and national distribution through our integrated 3PL services and POS HUB technology.

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Explore Our 3PL & Campaign Logistics Solutions →

COMPLETE IN-STORE SHOPPER ACTIVATION SOLUTIONS

From Shopper Strategy to Store Execution.

Successful retail activations begin with understanding how shoppers navigate stores, engage with brands and make purchasing decisions.

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SEMCOM works with brand, shopper marketing, category and sales teams to translate marketing objectives into coordinated retail activation programs that maximise visibility and engagement throughout the store.

We consider the entire shopper journey - from attracting attention at the store entrance and driving discovery in promotional areas to influencing purchase decisions at shelf and encouraging impulse purchases at checkout.

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Our integrated approach connects every stage of the campaign:

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  • Shopper Activation Strategy - Developing the in-store approach, key messages, shopper touchpoints and campaign requirements.

  • Retailer Sell-In & Sales Support Materials - Creating presentation materials and visualisations to help secure retailer approval and align internal sales and field teams.

  • Creative Concept Development - Establishing a cohesive visual campaign identity across all retail touchpoints.

  • POS Design & Engineering - Designing and developing the complete suite of promotional displays, signage and merchandising materials.

  • Production & Procurement - Managing materials, specifications, supplier sourcing, manufacturing and quality assurance.

  • Store-Specific Campaign Kitting - Assembling different activation kits according to store size, format, promotional space and campaign requirements.

  • Warehousing & Inventory Management - Receiving, storing and managing campaign materials ahead of rollout.

  • National Distribution & Delivery Tracking - Coordinating delivery to retail stores, field teams and distribution locations throughout Australia.

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The result is a connected retail activation program that maintains brand consistency while accommodating the practical requirements of different stores and retail channels.

SHOPPER ACTIVATION STRATEGY & CAMPAIGN PLANNING

Turning Marketing Objectives Into In-Store Shopper Experiences.

Every retail environment presents different opportunities to engage shoppers.

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SEMCOM helps brands identify and develop the most effective combination of in-store activation touchpoints, promotional messages and merchandising formats to support their campaign objectives.

We work collaboratively with marketing, shopper, category and sales teams to understand the target consumer, product proposition, retail environment and desired shopper behaviour.

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Our planning process considers:

  • ​Campaign objectives and shopper engagement opportunities

  • Retail channels and individual store formats

  • Shopper journey and in-store traffic flow

  • Primary and secondary product placement opportunities

  • New product discovery and product education

  • Promotional messaging and purchase incentives

  • Cross-category and companion-selling opportunities

  • Store-specific merchandising requirements

  • Campaign timing, rollout schedules and available budgets

 

From a simple promotional display suite to a comprehensive store takeover, we develop an activation approach that connects creative impact with practical retail execution.

RETAILER SELL-IN & FIELD SALES SUPPORT MATERIALS

Build Retailer Buy-In Before the Campaign Reaches the Store.

Successful in-store activations depend on securing the support of retail partners and ensuring field sales teams understand the campaign opportunity.

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SEMCOM develops compelling retailer sell-in materials and sales presentation assets that communicate the campaign concept, commercial opportunity and proposed in-store execution.

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These materials help brand and sales teams present a coordinated activation vision to retail buyers, category managers, merchandising teams and store networks.

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Our Sell-In Capabilities Include:

  • Retailer sales presentations and promotional proposals

  • Campaign concept boards and visual storytelling

  • 3D retail display renders and store environment visualisations

  • In-store activation mock-ups and layout concepts

  • Product launch and promotional sales materials

  • Retail merchandising guides and planograms

  • Field sales briefing and training materials

  • Store execution guidelines and installation instructions

  • Activation kit contents and store-type allocation schedules

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By visualising the complete campaign before production, we help brands communicate the opportunity, build confidence and align stakeholders around the proposed retail execution.

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From Retailer Presentation to In-Store Activation — One Connected Creative Approach.

EVERY SHOPPER TOUCHPOINT. ONE COHESIVE CAMPAIGN.

Connecting With Shoppers Throughout the Store.

An effective in-store activation creates multiple opportunities for shoppers to discover, engage with and purchase a product.

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SEMCOM designs coordinated POS display suites that extend a campaign across the entire retail environment.

Each touchpoint is developed to reinforce the central creative concept while responding to its specific merchandising location, shopper behaviour and retail requirements.

Front-of-Store & Store Entrance Activations

Make an Impact From the Moment Shoppers Arrive.

 

Capture attention at the entrance and establish a strong promotional presence before shoppers enter the main shopping environment.

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Solutions include:

  • Store entrance displays and promotional signage

  • Window graphics and window display installations

  • Entrance arches and branded promotional features

  • Security gate covers and security pedestal wraps

  • Large-format campaign signage

  • Floor graphics and promotional decals

  • Storefront promotional displays

  • Seasonal and new product launch installations

Off-Location & Secondary Display Activations

Create Additional Opportunities for Product Discovery.

Extend brand visibility beyond the product's primary shelf location with impactful secondary displays positioned throughout the store.

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Solutions include:

  • Freestanding floor display units

  • Cardboard floor bins and dump bins

  • Promotional pallet displays

  • Feature display stands

  • Countertop promotional units

  • Hangsell displays and clip strips

  • Promotional towers and display cubes

  • Secondary merchandising displays

 

These formats are particularly effective for product launches, seasonal promotions, impulse purchases and high-visibility retail campaigns.

Gondola Ends & Feature Merchandising

Own the Promotional Space.

​Gondola ends and feature bays offer valuable opportunities to create a strong brand presence and communicate promotional messages.

SEMCOM designs coordinated display solutions for these high-impact retail locations.

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Solutions include:

  • Gondola end header cards

  • Side panels and branded end caps

  • Shelf strips and shelf-edge graphics

  • Custom product trays and shelf-ready displays

  • Promotional risers and product glorifiers

  • Category feature signage

  • Integrated promotional display systems

At-Shelf Shopper Marketing

Influence Purchase Decisions Where They Happen.

The shelf is often the final opportunity to communicate a product benefit, highlight a promotion or differentiate a brand from its competitors.

SEMCOM develops targeted at-shelf POS materials designed to attract attention and reinforce key purchase messages.

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Solutions include:

  • Shelf wobblers and shelf talkers

  • Shelf strips and shelf-edge messaging

  • Shelf fins and aisle interrupters

  • Product information cards

  • Promotional price and offer communication

  • Hangsell merchandising units

  • Product comparison and educational materials

  • Shelf-ready promotional trays

Checkout & Impulse Purchase Activations

Convert Attention Into Last-Minute Purchases.

Checkout areas provide valuable opportunities for impulse purchases, product trial and promotional engagement.

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Our solutions include:

  • Countertop displays and product dispensers

  • Checkout promotional signage

  • Small-format product display units

  • Impulse purchase trays

  • Counter mats and promotional cards

  • Register-area campaign materials

Fridge, Chiller & Refrigerated Display Activations

Bring Promotions Into Refrigerated Retail Environments.

SEMCOM develops promotional materials suited to refrigerated display areas and chilled product categories.

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Solutions include:

  • Fridge door promotional graphics

  • Chiller display signage

  • Refrigerated shelf strips

  • Fridge-mounted promotional messaging

  • Cooler and chiller wraps

  • Product category navigation graphics

  • Promotional decals and product callouts

 

Material selection and installation methods are considered according to the requirements of the retail environment.

Cross-Selling & Companion-Selling Activations

Connect Complementary Products. Increase Purchase Opportunities.

Strategically placing complementary products together can encourage additional purchases and introduce shoppers to relevant product combinations.

SEMCOM develops cross-selling and companion-selling concepts that connect products across categories, occasions and shopping missions.

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Examples include:

  • Sunscreen and summer outdoor essentials

  • Cold and flu products with seasonal wellness ranges

  • Oral care products and complementary accessories

  • Beauty products and coordinated skincare routines

  • Food and beverage pairings

  • Seasonal gift combinations

  • New product trial alongside established product ranges

 

These activations can incorporate secondary displays, shelf messaging, bundled product presentations and promotional signage.

Full Store Takeovers

One Brand. Multiple Touchpoints. A Powerful In-Store Presence.

For major product launches, seasonal events and high-profile promotional campaigns, SEMCOM creates coordinated store takeover programs that extend across multiple areas of the retail environment.

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A full store takeover may include entrance displays, window graphics, security covers, floor displays, gondola ends, shelf communication, promotional signage and checkout materials - all connected through a consistent creative campaign.

Each component works individually while contributing to a cohesive and highly visible brand experience.

NEW PRODUCT LAUNCHES, SEASONAL ACTIVATIONS & PROMOTIONAL CAMPAIGNS

The Right Campaign. The Right Moment. The Right Retail Execution.

SEMCOM develops integrated retail activation programs for a wide range of marketing occasions, product categories and promotional objectives.

New Product Development & Product Launches (NPD's)

Launch With Impact. Build Awareness. Encourage Trial.

Introducing a new product requires strong visibility, clear product communication and coordinated retail execution.

We create launch campaigns that help shoppers discover new products, understand their benefits and locate them in-store.

From retailer sell-in presentations and product education materials to feature displays, shelf communication and national launch kits, SEMCOM supports the complete in-store launch journey.

Seasonal & Calendar-Based Activations

Own the Moments That Matter to Shoppers.

Seasonal retail campaigns create opportunities to connect products with relevant consumer needs, gifting occasions and shopping behaviours.

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Our experience and capabilities support activations across:

  • Spring - Seasonal refreshes, Allergy Season, wellness, beauty and outdoor living

  • Summer - Sun care, hydration, travel and outdoor activities

  • Autumn & Winter - Cold and flu, wellness, skincare and seasonal essentials

  • Valentine's Day - Gifting, beauty and personal care

  • Mother's Day & Father's Day - Gift promotions and curated product ranges

  • Easter - Seasonal promotions and family-oriented activations

  • Back to School - Family essentials, personal care and educational promotions

  • Halloween - Themed displays, promotional offers and seasonal merchandise

  • Christmas & Holiday Season - Gifting, festive displays and major promotional programs

  • New Year's Eve & New Year - Celebration, wellness, New Year resolutions and lifestyle campaigns

  • EOFY - Promotional events, clearance programs and retail sales activity

Promotional & Tactical Retail Campaigns

Create Urgency. Encourage Participation. Drive Engagement.

SEMCOM supports tactical promotional activity through coordinated retail display suites and shopper communication.

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Campaigns may include:

  • Price promotions and special offers

  • Cashback and redemption campaigns

  • Gift-with-purchase promotions

  • Consumer competitions and prize promotions

  • Product bundles and multi-buy offers

  • Retailer-exclusive activations

  • Brand awareness and product education campaigns

  • Short-term promotional events

 

Our integrated capabilities allow campaign messaging to extend consistently across retail POS, promotional materials and associated consumer activation assets.

STORE-SPECIFIC ACTIVATION KITS

The Right Materials. For the Right Store. Every Time.

Not every retail location has the same floor space, merchandising opportunities or promotional requirements.

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A successful national campaign needs the flexibility to deliver different levels of activation according to store size, location, retailer agreements and available promotional space.

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SEMCOM manages store-specific campaign kit development, assembly and distribution, ensuring each location receives the appropriate combination of POS materials.

Flexible Activation Kit Configurations

MINOR ACTIVATION KIT

Designed for smaller stores or locations with limited promotional space.

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May include:

  • Shelf wobblers and shelf strips

  • Shelf talkers and product information cards

  • Small countertop promotional materials

  • Hangsell displays

  • Promotional posters and decals

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MAJOR ACTIVATION KIT

Designed for larger stores with multiple promotional display opportunities.

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May include:

  • All relevant minor activation materials

  • Freestanding floor displays

  • Gondola end signage

  • Secondary merchandising units

  • Promotional floor graphics

  • Feature display materials

  • Additional product launch signage

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FULL STORE TAKEOVER KIT

Designed for flagship stores, major promotional locations or high-impact campaign activations.

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May include:

  • Store entrance and window displays

  • Security gate covers and branded wraps

  • Large-format promotional signage

  • Freestanding floor displays and floor bins

  • Gondola end and feature bay materials

  • Shelf-level promotional suites

  • Checkout and impulse purchase displays

  • Cross-selling and companion-selling materials

  • Store-specific installation and merchandising instructions

 

These kit configurations are examples. Actual contents are developed around each campaign, retailer and store format.

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CUSTOMISED STORE ALLOCATION

SEMCOM can manage allocation schedules based on:

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  • Retail banner or retail group

  • Store size and format

  • Available promotional space

  • Agreed activation tier

  • Geographic location

  • Campaign participation

  • Specific POS requirements

  • Individual store allocation quantities

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This approach helps reduce unnecessary stock allocation while supporting consistent execution across participating stores.

POS PRODUCTION, WAREHOUSING & CAMPAIGN KITTING

One Integrated Production & Fulfilment Solution.

Coordinating a national retail activation can involve dozens of different POS items, multiple manufacturing suppliers, varied delivery schedules and hundreds of individual store allocations.

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SEMCOM brings these activities together through an integrated production and logistics management process.

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POS Production & Procurement

We manage the production of campaign components through our specialist Australian and offshore manufacturing network.

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Our services include:

  • Technical specifications and artwork preparation

  • Material and manufacturing recommendations

  • Supplier sourcing and competitive procurement

  • Prototyping and pre-production approvals

  • Production scheduling and coordination

  • Quality assurance and finished product checks

  • Local and international freight coordination

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Warehousing & Inventory Management

Once produced, campaign materials are received into our partner warehousing network, where they can be stored, managed and allocated for campaign rollout.

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Our services include:

  • Campaign stock receiving

  • Inventory management

  • Storage of promotional materials

  • Stock allocation by campaign and store

  • Inventory reporting and visibility

  • Management of remaining campaign stock

 

 

Campaign Kitting & Assembly

Individual POS components are consolidated into store-ready activation kits based on agreed allocation schedules.

 

Our kitting capabilities include:

  • Assembly of minor, major and full store takeover kits

  • Multi-item POS campaign consolidation

  • Store-specific packing and labelling

  • Protective packaging for fragile display components

  • Inclusion of installation and assembly instructions

  • Campaign dispatch preparation

By coordinating campaign production and kitting, SEMCOM helps simplify the complexity of multi-component retail activation programs.

NATIONAL RETAIL DISTRIBUTION & CAMPAIGN VISIBILITY

From Warehouse to Store. With Greater Control.

SEMCOM coordinates national distribution of retail activation kits to participating stores, distribution centres and field sales teams.

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Whether the campaign involves a small number of flagship locations or a large multi-banner rollout, we manage the logistical requirements of delivering the appropriate POS materials to each destination.

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Our services include:

  • National store distribution

  • Store-specific consignment preparation

  • Retail banner and location allocation

  • Delivery scheduling and dispatch coordination

  • Multi-carton and multi-item campaign shipments

  • Carrier coordination and delivery tracking

  • Campaign delivery reporting

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Powered by POS HUB

Our proprietary POS HUB platform provides clients with centralised visibility of POS inventory and delivery tracking.

Designed for marketing, merchandising and procurement teams, POS HUB helps clients monitor stock availability and track the movement of campaign materials from warehouse dispatch through to delivery.

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Campaign Inventory. Store Allocations. Delivery Visibility. One Connected Platform.

RETAIL CHANNELS & INDUSTRIES WE SUPPORT

Experienced Across Diverse Retail Environments.

SEMCOM develops retail activation campaigns for leading Australian and international brands across a wide range of categories and retail channels.

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Our experience includes:

  • Pharmacy & Healthcare - Health, wellness, skincare, oral care, vitamins and personal care

  • Grocery & Supermarkets - FMCG, household products, food and beverage

  • Beauty & Cosmetics - Skincare, haircare, cosmetics and fragrance

  • Consumer Electronics - Technology products, accessories and demonstration displays

  • Hardware & Specialty Retail - Home improvement, lifestyle and specialist consumer products

  • Pet Care - Animal health, pet wellness and companion animal products

  • Convenience Retail - Impulse products, seasonal promotions and compact display solutions

 

We understand that retail execution requirements vary between channels, and we tailor campaign materials to the merchandising standards, available space and practical constraints of each environment.

OUR RETAIL ACTIVATION PROCESS

From Campaign Strategy to National Store Rollout.

01 - Strategy & Campaign Brief

Understand the brand objectives, target shopper, retailer requirements, promotional occasion and campaign budget.

 

02 - Shopper Touchpoint Planning

Identify relevant in-store locations, display opportunities, activation tiers and store-specific requirements.

 

03 - Creative Concepts & Retailer Sell-In

Develop the campaign creative, visualisations, presentation materials and proposed retail activation suite.

 

04 - POS Design & Engineering

Create the full range of POS components, technical specifications, artwork and prototypes.

 

05 - Production & Procurement

Source manufacturing partners, manage production, approve samples and coordinate quality requirements.

 

06 - Warehousing & Store Allocation

Receive campaign materials, manage inventory and prepare store-specific allocation schedules.

 

07 - Campaign Kitting & Assembly

Consolidate individual components into minor, major, full takeover or custom activation kits.

 

08 - National Distribution & Tracking

Coordinate dispatch to participating locations and provide inventory and delivery visibility through POS HUB.

WHY LEADING BRANDS PARTNER WITH SEMCOM

Creative Expertise. Production Capability. National Execution.

25+ Years of Retail Marketing Experience

Decades of experience supporting major consumer brands with POS displays, promotional campaigns and retail activation programs.

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Integrated Creative & Technical Expertise

Graphic design, structural engineering, production knowledge and practical retail merchandising considerations working together.

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Complete Campaign Coordination

One experienced partner managing creative development, production, warehousing, kitting and national distribution.

 

Store-Specific Activation Flexibility

Tailored POS suites and activation kits for different retailers, store formats and promotional opportunities.

 

Australian & Offshore Manufacturing

Access to specialist production capabilities to balance creative requirements, cost, quality and lead times.

 

Inventory & Delivery Visibility

POS HUB provides centralised inventory information and delivery tracking for campaign materials.

 

Trusted Long-Term Partnerships

Established relationships with leading brands, built on consistent service, creative thinking and dependable delivery.

RETAIL ACTIVATION CAMPAIGNS - Frequently Asked Questions

What is an in-store retail activation campaign?

An in-store retail activation campaign is a coordinated marketing program designed to engage shoppers and promote products within a retail environment. It can include promotional displays, signage, product education, secondary merchandising, competitions and multiple branded touchpoints throughout the store.

 

Can SEMCOM manage an entire retail activation campaign?

Yes. SEMCOM provides integrated services covering shopper activation planning, creative development, retailer sell-in materials, POS design, production, warehousing, campaign kitting and national distribution.

 

Can you create different activation kits for different store sizes?

Yes. We develop store-specific kits based on retailer requirements, promotional space and campaign participation. These may range from minor shelf-level POS kits through to major activations and full store takeovers.

 

Can SEMCOM design all POS materials for a campaign?

Yes. Our creative and technical teams can develop a complete coordinated suite of POS materials, including floor displays, shelf signage, gondola ends, window displays, security covers, promotional graphics and checkout materials.

 

Can you help develop retailer sell-in presentations?

Yes. We create campaign presentations, retail display visualisations, merchandising concepts and supporting sales materials to help brands present activation proposals to retailers and align field sales teams.

 

Do you manage warehousing and kitting?

Yes. SEMCOM coordinates campaign inventory storage, stock allocation, assembly, kitting, labelling and dispatch through our specialist logistics partners.

 

Can you distribute activation kits nationally?

Yes. We coordinate distribution to retail stores, distribution centres and field teams throughout Australia, including store-specific allocation and delivery tracking.

 

What types of campaigns can you support?

We support new product launches, seasonal promotions, shopper marketing campaigns, gift-with-purchase promotions, competitions, product education programs and complete in-store takeovers.

 

Can SEMCOM work with existing campaign artwork or creative concepts?

Yes. We can develop a complete campaign from concept or work with client-supplied creative assets, adapting them into production-ready POS formats and coordinating manufacturing and rollout.

LET'S BRING YOUR NEXT RETAIL ACTIVATION TO LIFE.

One Campaign. Multiple Touchpoints. Complete Execution.

Whether you're launching a new product, planning a seasonal promotion, developing a retailer-exclusive activation or rolling out a national store takeover, SEMCOM brings together the creative expertise, production capabilities and logistics infrastructure to make it happen.

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From the first retailer sell-in presentation to the final store-ready activation kit, we manage the details that bring great campaigns to life.

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Strategy. Creative. Production. Kitting. National Distribution.

Discuss Your Next Retail Activation Campaign

Explore Our Retail Activation Campaign Case Studies

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