developing a global point of purchase system, that effectively presents the brand and its various product categories of Zeiss Sports Optics in the retail environment. globally.
a. the lighthouse effect – a system, that significantly increased Zeiss and its products visibility in the retail environment
b. creating the stage – a setting that enhanced noticeably the quality impression of the individual products and that manifested Zeiss positioning as a premium brand
c. budget flexibiltiy - a system, that allowed Zeiss to present brand and product according to the budgetary possibilities of the individual retailer