The Setup
It was supposed to be a flagship moment: a sleek, attention-grabbing in-store promotion for a well-known product from a global pharmaceutical company. The campaign was part of a spring push, planned months in advance. The display unit? A minimalist, oval-shaped floor structure that looked stunning in the internal catalogue—modern, clean, on-brand. The marketing manager at the Swiss affiliate checked a few boxes, confirmed the order, and off it went.
Then came installation week.
Spoiler: the ellipse didn’t fit. Literally.
Point-of-sale (PoS) managers balked. The display was too large for the entry zone. It disrupted patient flow. Worse, it took up prime retail space without offering any direct product sales. No boxes, no blister packs, nothing to grab. Just branding. It was a passive promo piece in an active sales environment.
And so, PoS locations politely (or not-so-politely) refused it.
What Went Wrong?
The central issue was assumption. The display was chosen from HQ’s internal catalogue—designed in one country, printed in another, and entirely detached from the reality of Swiss retail spaces. The local Swiss marketing manager was given the freedom to “select what works,” but had no field data, no photos, no in-store validation. Just a PDF with nice mockups.
To compound things, there was pressure. The deadline was tight, HQ was breathing down his neck, and the display looked good in theory. No one wanted to be the blocker.
The Cost
- Wasted materials: Hundreds of display units, produced and shipped, never installed
- Frustrated PoS partners: Locations left with the impression that the brand didn’t understand their reality
- Passive promotion: The display created visibility but no interaction or conversion
- Obstructed space: It physically disrupted patient flow within retail environments
- Low acceptance: PoS managers preferred displays with sellable stock over purely decorative units
- Internal tension: Sales teams questioning marketing’s choices. A few “told you so” emails. We’ve seen them
What Should Have Happened Instead?
This isn’t a horror story. It’s a learning moment.
- No field validation before production
- No real-life images or mock-ups in local settings
- No SPoC (Single Point of Contact)
- No data from past campaigns to guide choices
What the Sales Team Actually Said
“We told them this type of stand doesn’t work here. It’s not the first time. Next time we’ll just do our own thing.”
The Rüfenacht Fix 🛠️
At Rüfenacht, we say: *”Nice display, shame about the execution.”
Here’s how we would’ve handled the Ellipse case:
- Centralised Coordination — One single point of contact between HQ, local teams, and PoS
- Field Testing — Prototype tested and approved in a real pharmacy before rollout
- Strategic Input — Decisions guided by historical campaign data and PoS insights
- End-to-End Oversight — From design to installation, fully coordinated
- Sell-in Support — Tools that help your sales force win over the PoS
Rüfenacht Fix Checklist
☑️ Ask PoS: does it fit your layout?
☑️ Show real photos, not just 3D renderings
☑️ Centralise material selection
☑️ Test with a pilot before rollout
☑️ Track PoS feedback systematically
☑️ Use one A–Z partner
Key Takeaway
Don’t be this pharma marketer.
Your campaign’s success happens on the ground—at the pharmacy entrance, not in a deck.
Ready to stop wasting budget on displays no one installs?
Let’s simplify, validate, and win — together.
