POS

The design of Leica Stores and Leica Boutiques reflects values that equally apply to the Leica brand character:

  • Passionate
  • Honest
  • German
  • Challenging
  • Iconic

Distinctive design elements and high-quality materials ensure an unmistakable and strong brand identity for Leica Stores and Leica Boutiques – and at the same time a clear differentiation from the company’s competitors.

The reduction to the essential – DAS WESENTLICHE – is taken into account and contributes to a suitable surrounding for the Leica premium products.

Orientation for Visitors

The orientation for visitors in a Leica Store or a Leica Boutique is structured as follows:

First orientation = color coding

Second orientation = decorative letters (product family: M, Q, SL, S, CL, TL)

Third orientation = price board (templates on Leica Wiki/Intranet)

Visual Merchandising

The visual merchandising is based on the following:

Color coding 

 • Camera products are presented on red leather
 • Sport optics products are displayed on zebrano wood

Alignment

 • Leica products are decorated in the foreground
 • Price boards, branding block and decorative letters are decorated in the background
 • Leica products and POS tools are aligned straight
 • Distances are uniform and harmonious

Levels

 • Core products (cameras, lenses, flashes and sport optics) are presented in an elevated position on a Leica display
 • The middle shelf (eye level) of wall cabinets is the presentation area for new and highlight products

Products

 • System cameras are displayed with a lens

 • Lenses: setting to infinity, fully open aperture, depth of field scale or focal length visible to the front,
   retracted zoom, lens hood on lens, presented in order from small to large focal length, lenses with
    the same focal length according to light intensity (reading direction)

 • Binoculars: right eyepiece unfolded (information visible for magnification)

 • Show Leica products matching together in one wall cabinet:
    - System cameras SL, CL and TL2 together with according lenses in one wall cabinet
      (one camera system per shelf)
    - M family in one wall cabinet (middle shelf with the latest M cameras)
    - Compact cameras and accessories in one wall cabinet
    - S system with lenses in one wall cabinet

Diversity

 • Regularly change of product presentation
 • Decorate changing theme worlds (e. g. photographic themes such as macro photography)

To draw special attention to selected Leica products (e.g. new products), there is a range of advertising media that can be used accordingly at the POS:

 • Videos or slide shows for in-store screens
 • Poster (594 mm width x 841 mm height) for A-frame
 • Roll up for events and workshops
 • PowerPoint presentation for events and workshops
 • Proof of performance for showing printed images to customers
 • Product catalogues for sales talk and as a give away for customers
 • Postcards for getting into a conversation with customers and as a give away
 • …