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Today we have selected Ionut Vlad to take his interview. He is the CEO Of Tokinomo.
First of all, how are you and your team doing in these COVID-19 times?
Thankfully, we are doing ok, considering the circumstances. The COVID-19 pandemic has impacted physical retail, and that’s where we do business. However, things seem to have settled in to this new normal that we will have to get used to.
Tell us about you, your career, how you founded or joined this company?
I have been working in advertising for more than 15 years. While working with different brands at Saatchi & Saatchi in Frankfurt, I’ve noticed that retail stores are still stuck in the 50′. While eCommerce platforms have many available technologies, brick-and-mortar stores still have promotions with cardboard displays.
That’s when it hit me: How can I implement creative and unique campaigns when I don’t have the right solutions? This is how I’ve decided to launch Tokinomo, the robotic POP display for CPG retail marketing. Because I needed another set of eyes and a way to create this solution, I teamed up with Laurentiu Cluve, and we both created the robotic POSM named Tokinomo. Laurentiu’s 12 years of experience in the FMCG field helped us better understand the industry and find the right approach for our customers.
How does your company innovate?
We are innovating in-store marketing and retail media. With the robotic POSM for brand activation and shopper marketing, CPG brands can surprisingly engage their products. Tokinomo uses motion, light, and audio technology to make products come to life right at the point of sale.
Customers are curious to find out more when pet food, a can of soda, or a detergent box starts moving and talking to them in-store. This means engaged customers and engaged customers often buy more. This, of course, translates into a sales lift of about 200% across different categories with Tokinomo advertising campaigns.
How the Coronavirus pandemic affects your business, and how are you coping?
The Coronavirus pandemic has affected all of us. However, from a business perspective, a solution like Tokinomo is necessary. Since social distancing exists, sampling and other shopper activation activities have been suspended. Tokinomo came as a helping hand (literally) for FMCG brands in grocery stores.
Instead of having employees promote products, Tokinomo did it. This way, people could avoid social interactions with employees, but they still could enjoy an amazing experience in-store. Another great thing about Tokinomo is that it allows brand managers to check on the campaign and make live changes in our cloud-based platform.
Can you talk about a Tokinomo in-store advertising campaign that you are particularly proud of?
We have many campaigns that were successful and that we are proud of. However, I believe that Maggi’s campaign in Bolivia captures the essence of Tokinomo. This campaign was very creative and innovative: Tokinomo’s regional rep brought a unique concept to the table: Turn a simple soup pot into a singing one with the help of Tokinomo.
With the help of motion technology, Tokinomo moved the pot at the pot’s lid at the rhythm of the music. The sound technology allowed Nestlé to bring Italian opera into Bolivian stores. Also, the light helped bring the fire effect under the pot. During this campaign, Maggi saw a 50% increase in sales. There was a 200% increase in sales in some of the stores.
Who are your competitors? And how do you plan to stay in the game?
Our competitors are traditional in-store marketing solutions, from cardboard displays to digital ones. However, Tokinomo is still the most innovative type of POP display available. This is what helps us stay in the game. If not for this, we wouldn’t be available in over 40 countries worldwide.
We have great plans for the future – developing other solutions to help retail marketers and brands to gain awareness and increase sales for their products. We hope to launch two new products this year as our product roadmap is packed with new features.
Your final thoughts
When creating a product or coming up with a solution, the important thing is to find what is missing from the market. That gap needs to be filled, not what you think is missing. Then, surround yourself with great, creative people, and you will build something that others want.
Tokinomo, like many other disruptive products, is attracting attention because it fills the gap in the retail marketing industry. Our in-store advertising solution offers brands and retailers a great way to entertain their shoppers while promoting products.
- Spokesperson: Ionut Vlad
- Company: Tokinomo
- Website link: https://www.tokinomo.com/
