Category Archives: Instore Demonstration

Pop-Up Shops

We have all seen them in Sydney, you have probably all be in one of them, and you may even have eaten at one of them – pop-up shops and kiosks are ‘popping’ up all over the place, and research indicates that consumers love them!

Pimms Pop-up T-pot

So what is classified as a pop-up shop?

Mobile Pop-Up Store

Mobile pop-up shops aim to reach consumers on a more personal level and leave them with a sensory experience; one they will share and talk about with friends and family. Often there will be free samples that you can either taste in-store or take away with you, or it will be more personal.

Examples: food trucks, mobile champagne bar, chic fashion boutique bus, mobile barber, mobile stores.

pop-up Book store

Pop-Up Dining Experience

These dining experiences are enticing and a fun way to try something new. Often consumers like the fact that they only have a limited window in which to experience a certain eatery. Because they are usually on a smaller scale it gives restaurateurs the chance to test menu items and interact with consumers face-to-face.

Examples: pop-up poker restaurants, fast food pop-ups, Asian fusion pop-ups, fundraising pop-ups

Interactive Pop-Up Shop

These interactive stores embrace modern marketing strategies and aim to leave a lasting impression on consumers. Whether it’s a scannable virtual shop window, a branded experiential pop-up store or a robotic coffee shop these interactive methods definitely pull in the crowds. They are set up up in high foot traffic areas like high streets, malls or major sporting events. 

Example: Pimms Pop-Up T-Pot at Wimbledon, John Lewis scannable shop window, Dyson experiential pop-up store

pop-up Kiosk  

Temporary Retail Pop-Up Shop

These temporary stores are ideal for marketing new collections, product launches, sampling or seasonal promotions such as Christmas. Ranging from physical stores, kiosk malls, or mobile bus boutiques they interact with consumers, either through their senses or using digital technology.  Often pop-up shops will have a branded social “share” area where consumers can take selfies and post it to Facebook and Instagram.

Examples: Kenzo Boutique bus, Walmart Xmas Toy store, Charity Store, Corner Pop-up shops

Pop-up boutique busBranded Pop-Up Retailer

Brands are embracing the pop-up store as a quick easy win and away to gain more exposure. They are taking every opportunity to deliver a fully branded experience no matter where you are, giving an instant shop window to increase awareness and enhance consumer engagement. More and more household brands are starting to use this type of ‘flash’ marketing. 

Examples: Nutella Creperies, Tesla’s temporary car store, festival yogurt shops

pop-up experience

Why are pop-ups so popular?

Because they are eye catching, they are new and they are usually quirky. Brands can be more creative with a temporary set up attracting consumers and delighting them with something new. People like different, and if they are interactive and engage consumers it’s a win-win for everyone.

Delivering a Pop-Up Experience

Displays 2 Go has it’s own production team working out of a production facility and warehouse in Sydney. Together, the team have many years’ of experience in producing display, exhibition and pop-up solutions.

Whether you are looking for a pop-up kiosk for your next mall activation, a vendor bike pop-up store  or a branded pop-up store with sampling stations , we have the ability to design, manage, build, deliver and install your pop-up experience.
To discuss your next pop-up experience, call Simon, Phil or Liz on 1300 240 250.

Food sampling and tasting – what factors make the difference?

When it comes to your sampling activity, what are the things you need to get right?  It’s a question you need to ask yourself when you are deciding on the details of your sampling campaign, and there are a few factors to take into consideration. Here some tips for your next campaign…

Objectives

It’s important to know what drives purchase decision making with your brand, and how your customers typically buy your product on their normal supermarket shop. If you are clear on this it becomes more obvious as to where to position your sampling station.

For instance do you need to educate people about the taste or health benefits of your product in order to generate trial? If so, then it maybe better to stand outside the store, where you have access to all the supermarket’s shoppers for the day – outside provides a wider opportunity than the aisle.  If you were in-store you would only have exposure to customers in the aisle in which you were positioned, and if a customer does not walk down that aisle then you may have lost that potential sale.

Some products could be positioned in more than one aisle – heading to the front of the store or outside means you’re not pigeon-holing your brand.

Positioning and Hardware

The position that you request from the store manager may not always be the position you get. So remember to be as specific as possible, including the amount of space you require for your stand. Your need for power will also determine your floor allocation. If you can be self sufficient and not need power your options are improved. Most sampling agencies will have a good relationship with the store manager and should be able to get a premium space for you.

Cadbury Demonstration Table - Displays 2 Go

In-store demonstration table at the end of an aisle.

Not all stores allow mobile sampling, but it’s well worth considering for a new product, as you can then roam the store and actively target your ideal purchaser rather than more passively hoping they turn down your aisle! Remember, if you are mobile sampling it’s important that you have the right sampling trays to be able to showcase your product effectively and efficiently. They must satisfy store OHS requirements as well as being easy for the sampling staff to use, and of course must look fabulous!

Conversion to purchase

The conversion-to-purchase metric is what it’s all about, sometimes!  Many companies run sampling campaigns to sell more products. But if it’s a new product then perhaps trial is the key and actual purchase less necessary in the early days.

Let’s look at a potential sales scenario for a moment:

For example if we had a 100 samples in-store and we achieve 20 product sales this means our conversion to purchase would be 20%.

Simple right? Well yes and no. This is our conversion-to-purchase, but you need to be clear that if you are based in-store you will only have access to customers that are shopping in that aisle, therefore your total sample volume will be a lot smaller than being positioned at the store entrance. When you are not near the point-of-purchase your conversion rate will be reduced.

Some figures from a recent supermarket campaign investigated both positions on different days, and the results were interesting. The outdoor sampling at the store entrance gave away 1200 samples with a conversion of 4%, achieving sales of 50, in the aisle they achieved 620 samples and a 7% conversion rate, or 43 sales. As you can see from the figures the brand achieved more new customers from being positioned at the store entrance than in the aisle on this occasion.

Measurement

We are lucky that technology allow us to really follow up on marketing campaigns, and the data we can collect from the supermarkets is fantastic. It not only enables us to collect sales data prior to sampling day but also data from two weeks after. Giving us trend data on consumer behaviour, and hopefully an increase in sales as a result of the sampling campaign. Feedback from the staff conducting the sessions can also help you understand any nuance in product trial numbers for each sampling session.

product measurement

Understand how effective your campaign has been with data.

Staff

We all know that staff can make or break a campaign, so make sure your talent understand the objectives of the campaign and are knowledgeable on the product.  Ensure they are aware of where they are sampling, and if they are mobile make sure they have product nearby to re-stock.

Damage can easily be done to brands via poor quality staff, so invest some time in mystery shopping them from time-to-time to make sure they are doing a good job. Agree terms with your sampling agency before the campaign starts. For instance, the number of no-shows acceptable throughout a campaign. Agree the proportion of ‘poor’ mystery shops before remedial action is taken – don’t leave it to chance, make sure your sampling agency has ‘skin in the game’ too.

Exhibition staff

Ensure your staff are engaging like this Shell Rep.

Investing in sampling does not need to be costly, but it is important to understand your shopper and to know where the best position is for your brand. Make sure the hardware is fit for purpose, looks good and portrays the right image. And spend the time briefing your staff – because they will make the first impression!

If you require any advice or need a demonstration table or sampling tray for your next campaign then check out our website at www.displays2go.com.au

 

Promotional Pricing

One of the major factors in any purchasing decision is price. We all know that everyone likes to think that they got a bargain. So, in any promotion, pricing is an important part. Firstly, you need to decide what the perceived value of the item is and then what consumers will be willing to pay for it. Once you have this figure in your mind it is easier to create a promotion. Price promotions come in all shapes and sizes these days as we have to take into consideration the online shopper as well as the ‘physical’ shopper.

Promotional pricing

For instance, to encourage consumers to buy a product, you may offer:

  • Instant money off
  • Future coupons / online vouchers
  • Free product trial
  • Free shipping and delivery
  • Competitions

However, depending on the consumer group you are targeting it is often better to bundle offers to get people to purchase now and afterwards. To this end, bundling is becoming increasingly popular.  It is gaining traction as a very useful marketing tool as it enables you to target selected audiences by giving them the offerings that they will be most receptive to. This reduces the amount of time and money spent on implementing promotional programs down the line.

For example if we were promoting a new yogurt we would probably want to run a campaign that encouraged consumers to participate in a free trial.

Physical Consumer – Taste and Purchase

Displays 2 Go Demonstration Table

This could be done by having an in-store sampling team handing out free samples, perhaps accomplished by either setting up a portable demonstration table or employing one of the mobile sampling units such as a vendor tray or the click stand. The promotional talent would then be able to talk to the consumer and after the trial, offer them an instant reward of a money-off voucher to use in-store.

OR

Online Consumer – Sign up and Taste

Sampling Promotions

Offer consumers the chance to get a free sample of the product either delivered to their door or with an online voucher that can be used when they shop online or can be scanned at the checkout. They can only receive this by going onto the website and registering online. This way you get the consumer’s details and are able to market to them again in the future.

Both methods work well but the key difference is who your target audience is and what they perceive the value of the product to be. Many members of generation Y would not flinch at giving out their email address whilst other generations would prefer the ‘here and now’ approach of tasting and receiving an instant reward.

Displays 2 Go have a wealth of experience when it comes to sampling-campaigns so next time you have a new product to get out into the marketplace give the team a call and let’s see how we can help make a difference.

The power of visual impact

It’s clear that visual impact is still one of the most powerful ways to attract attention. Regardless of whether it’s a moving image on a device or whether it’s a graphic on a stand, we are all attracted to things that look good.

Looking good - Displays 2 go

And it’s no different when we come to market our company, ourselves or our products.  We all want our efforts to attract customers to consider our product and make a purchase. So, what is the best way to do this in today’s age where technology rules?  Is there still a place for display solutions such as banner stands and display walls?

The answer? Of course there is, otherwise we would need a lot fewer staff around here!  As with all things there are many ways to reach your target audience and, yes, social media is one of them, but there are still heaps of brands out there that need to provide an experience rather than just a static display.  Making an experience memorable can be greatly enhanced with the right display solutions.

Displays 2 Go - Mall display

Imagine this… you walk into your local grocery store and see a girl standing next to the chocolate aisle with what looks like a picnic table in front of her, and some samples. You are not even sure if she should be there and maybe the only reason you take notice is because she looks so out of place. You walk past, avoiding eye contact as you are not sure whether you will ‘qualify’ for a sample or not.

Now imagine this… you walk into the grocery store and see a girl resplendent in a branded uniform with a big display wall behind her and a branded demonstration table to her side containing chocolate samples. There is a crowd around her and she is talking to the customers about the new product. You walk past and wait to sample the chocolate as you want to know what all the fuss is about. You’re compelled to stop for fear of missing out!

Cadbury Demonstration Table - Displays 2 Go Cadbury Demo Table - Displays 2 go

There you have it… the impact of a branded display has not only attracted your attention but it has confirmed that this is a free sampling exercise by a branded company and you actually took time out to try it. The display has worked it’s magic by efficiently and effectively drawing you in and then supplying you with an experience that your eyes and taste buds appreciated and will remember!   

The above scenario illustrates how and why having the right equipment and graphics not only helps to promote your product/company but gives you the facility to get certain messages across in a way that enhances your professional image.

So next time you need to make an impact, think about what people routinely see as they go about their business and how to grab their attention in ways that are anything but routine. Check out our huge array of display solutions at www.displays2go.com.au

 

Hot Facts – Vendor Trolleys and Trays

Displays 2 Go - Vendor tray

Mobile sampling units take your brand direct to your consumer. Don’t wait for them to come to you, brief your sampling staff and let them target the perfect customer. It’s a great way to get your product straight into the hands of consumers who are out and about.

Fact 1

At Displays 2 Go we offer three broad styles of mobile sampling units; the vendor tray, the sampling trolley and the Click-Stand. All units achieve the same results; it’s just a matter of selecting the right option for your promotion.

Displays 2 Go - Mobile Unit

Fact 2

The most popular sampling unit we sell is the wheeled cart.  The large tyres and interchangeable graphics give it great versatility, which our clients love.

Fact 3

The Vendor Trays (also known as sampling stations, stadium trays, usherette trays, hawker trays, sampling trays, usher trays or mobile vending trays) are designed to be light weight for your promo staff to carry, even with product on.

Fact 4

The vendor trays can be re-used for different promotions as they have an interchangeable branded face strip.  The removable inserts can also be customised to suit your product shape and size, making this unit a very economical choice.

Displays 2 Go - Vendor Tray

Fact 5

Research indicates that one in four consumers are more likely to purchase your product if they have taste tested it first!

Fact 6

The vendor trolleys are perfect if you are sampling heavier products or if your experiential team are on location at a shopping mall, train station, beach, exhibition or festival. The vendor carts can be designed with big or small wheels to suit most terrains and can even be designed to keep products cold.

Displays 2 Go - Vendor trolley

Fact 7

The Click-Stand is a new mobile sampling unit for your next in-store campaign. This clever design has a range of click-on/click-off components to enable you to showcase different companion pieces according to the product you’re displaying.

Displays 2 Go - Click stand

Fact 8

Interactivity and consumer experience are key influencers amongst consumers these days. The majority of the Click-Stand components are interactive, which enables you to collect more information about your consumer and are more likely to attract their attention.

Fact 9

Best results from sampling units are achieved by using vibrant and bright graphics, showcasing your brand and attracting customers to your product.Displays 2 Go - Sampling Trolley

Fact 10

Most experiential marketing is carried out using some form of vendor trolley or tray.

IMG_3644

If you would like to see one of these stands or want to know more, please give us a call on 1300 240 250 and our friendly sales team will be able to assist.

Brand Ambassadors or Sales Generators?

Brand ambassadors have primarily been used for in-store sampling to increase brand awareness and drive sales but are they still important and has their role changed?

Displays 2 Go - In-store sampling
The Australian retail sector has seen changes over the past few years in both grocery and the non-grocery environments. This change is affecting how we engage with consumers and what they expect from their shopping experience. The team at Retail Safari has written a great article entitled “From Brand Ambassadors to Engagement Specialists”. Here are some key highlights:

Consumers are thriftier and smarter

With our fingers just a touch away from product information, consumers have higher-than-ever expectations, particularly from the in-store experience. Brand ambassadors are expected to be exceptionally knowledgeable about the product, offering honest, expert, face-to-face guidance, giving consumers the confidence to make the right purchase decision.

Competition is tougher

There are so many brands out in the marketplace today, the pathway has become very complex and cluttered. It is therefore essential that brands and retailers know when and where to engage the consumer along their purchase journey.

A shift in the balance of power to retailers

The combination of decreased consumer spending and and growth of online retailers has seen some staff reductions on the shop floor. This makes it more important that brands put their own ambassadors on the shop floor to engage, educate and ultimately close the sale.

A new model

In the FMCG channels, competition is tough and budgets are shrinking so there is a push for more sales through smart activations. A new model referred to as ‘Sales in Action’ is seeing some positive results. The main difference with this new model is that brand ambassadors not only create brand exposure and the opportunity to ‘try before you buy’ but they also get the sale. By moving away from the traditional low-key store activity, brand ambassadors are now becoming part of a lively shopping experience, which allows them to become tangible sales generators.Displays 2 Go - Nice and Natural
At Displays 2 Go we totally agree with what they say. Being one of the main providers of portable display equipment in Australia we have seen a large shift towards custom built stands for in-store sampling and experiential marketing. Clients are not just asking us for a product; they are asking us for a solution to enhance the shopper experience.

We are in the business of making you look good, so give us a call and let us help you out with the  perfect solution, on 1300 240 250.

Australia’s Supermarket Crisis

Grocery prices were said to have fallen by 40% in the UK, so what is in store for Australian shoppers? Gone are the days when you simply shopped at your nearest supermarket, now shoppers have to decide which supermarket can give them the best bang for their buck!

Displays 2 Go - Supermarket image

Coles and Woolworths still have a majority share in the marketplace but newcomers over the past decade have more than made an impact in the Aussie food sector.  The success of German supermarket chain Aldi is encouraging other international competitors to come down under, with German supermarket Lidl set to open their first Australian store in 2015.

Displays 2 Go - Aldi ImageOver the past 10 years Aldi has managed to grab a whopping 10.3% share of the grocery market, becoming the 3rd largest supermarket chain in Oz.  This significant market share is continuing to grow and has forced the big supermarkets to change their business models focusing on cheaper products and less brands to compete.

So what effect does this all have on the shopper?

Well it’s all good news for the consumer, as the permanent aggressive price cuts look here to stay. Surveying by national consumer organisation, CHOICE, has shown that a comparable basket of goods at Aldi is around 25% cheaper than that of the major supermarket chains. According to news.com.au the average Australian household saved $445 in groceries last year by shopping at Aldi – this is the equivalent to two weeks free shopping!!

Consumers may see more Home and Value brands appearing in the aisles of their supermarkets allowing the larger supermarkets to adapt to the change in consumer behaviour and be able to compete on price.  So, brand differentiation becomes even more important, with more ‘premium’ brands having to prove their worth to shoppers.

Displays 2 Go - Home brand

For existing well known FMCG brands it means they are already fighting harder to keep their brands on the shelves and to retain brand loyalty.  We’ve already seen a huge rationalisation of second and third-tier brands (McCormick spices, anyone?). More in-store promotions and experiential marketing are already being seen in this space to prove worth and overcome price differentials.  Displays 2 Go has a wide range of products to help companies with their in-store sampling, ranging from simple demonstration tables to custom built retail displays.  These display tools are becoming even more important today to cut through the supermarket clutter and make an impact.

What does the future look like?

Well, we would love to be able to look into our crystal ball and share a vision of the future but we don’t even think the supermarkets are really sure which way its going to go!

Displays 2 Go - Woolworths and Coles LogoWhat we can tell you is that things are changing, and both Woolworths and Coles are adapting to this change and beginning to ride a new wave of store growth.  This growth is set to move into the convenience sector, taking on smaller corner stores in capital cities around the country. According to Fairfax Media, this is due to the increase in city-based population and the lack of space for traditional supermarkets.  This would put these smaller compact stores in direct competition with 7-Eleven and City Convenience.

Displays 2 Go - Click standWith this in mind, Displays 2 Go we have developed the Click-Stand, a new mobile sampling unit that can be walked around the grocery store and easily made to suit your specific campaign.  We also understand the confines that you work in so have designed tables to suit even the smallest floor space.  We are continuously reviewing our product range to ensure we have the right products for this changing landscape.

So, future trends seem to indicate that the consumer will be getting a better deal whether in it’s in the form of cheaper food prices, greater choice of stores or better promotions.  Whereas the more ‘premium’ well known brands in Australia will certainly have to react to keep front of mind and inside consumers’ baskets.

If you need help or advice regarding promotional material for your next in-store campaign don’t hesitate to call Displays 2 Go or view our online showroom on Pinterest.

Click-Stand – the new mobile sampling unit

Want a new mobile sampling solution for your next in-store campaign?  Ever wished you could move your sampling table around the supermarket targeting people that are your prime audience?  Sure, you can use a vendor tray but sometimes you need more hands, or the product is too big for the tray.

At Displays 2 Go we listen to what clients want and have come up with a new retail hybrid unit we’re calling the Click-Stand.  This clever design has a range of click-on/click-off components to enable you to showcase different companion pieces according to the product your displaying. For example an entry box, a vendor tray, extra product shelving, a TV, a prize wheel for generating genuine in-store theatre, an interactive iPad or additional signage.

Display 2 Go Click-Stand Images

As with all our products, we have kept the concept simple and quick to assemble.  It’s lightweight and compact making it easy to transport, even with the additional click-on components.  Using our simple ‘click’ feature you can swap over your companion pieces in a few seconds.  This gives you complete freedom and flexibility to create a display that’s customised to your exact requirements, and because the click-stand is on wheels it’s a mobile unit that can move around the store or shopping mall with each activation.

The Click-Stand is as versatile as you want it to be, so why not give us a call to discuss how we can create a solution that’s right for you.

HELP! A beginners guide to in-store sampling

D2G - eyecatching stand

As one of the foremost suppliers of sampling trays and demonstration tables in Australia, we want to help you get the most you can from your in-store sampling campaign. There are a few things to consider, so here’s a helpful round-up.

Research

Both Coles and Woolworths have extensive guides on what you can and can’t do in their stores. It’s best to do your research early as these stores are important to your business and your brand.  Don’t blow the relationship in the early stages by not following the rules.  Grab a coffee, your iPad, a comfy chair and then click these links!

Coles Instore Demonstration Guide

Woolworths Instore Demonstration Guide

Objectives

Think about what you want this campaign to achieve. Take a look at the options below and pick ONE primary objective then focus on delivering against it. Here are your choices:

  • Sales
  • Awareness
  • Trial

You’ll desperately want to pick more than one, but that can get confusing. By knowing what you want from this campaign, you’ll be able to measure your success and make certain choices much easier.

Optimising Sales 

D2G - Supermarket in-store Make sure you have sale product on or near the demonstration table; you’ll want your sampling staff to encourage shoppers to select it then and there as part of their script. We recommend you include a coupon in your planning.  We find this works better than an in-store special, because you physically give the shopper a coupon and they feel they need to use it there and then! Make sure you count the number of products on the shelf at the beginning of the in-store shift and the products on the table, and then count them at the end so you can measure just how amazing the shift has been! Make sure everyone does this for every shift and then start a competition to really drive those sales up!

Maximising Awareness

D2G - Weis Yoghurt Retail Demonstrator In-StoreUse a good sized table, perhaps with a banner over the top. You want to grab attention and get your brand in people’s faces. Think about how you ‘cut through’ the clutter of brands and people in the supermarket. People tend to shop on auto-pilot so you need to work extra hard to get noticed. Think about doing something different or quirky. Perhaps have your sampling staff dress up a little differently or consider some giveaways that get your brand in people’s homes.

Gaining Trial

Displays 2 Go - Vendor TraysWhy not consider not having a demonstration table at all! This is where our Vendor trays come in really handy. Instead of passively waiting for shoppers to approach your table, with a vendor tray or mobile trolley you can actively target the right demographic with your product.

If you have to have a table, then consider a secondary ‘hand off’ stand, which is a simple branded plinth where you place your tray of samples. This allows you to keep your main table as working space while your prepared product sits close-by, yet easy for shoppers to get to.D2Go - CarryBag  This hand-off stand can have shelves included so as to provide an extra space for off-location merchandising.

Sampling Kit

You want your sampling staff spending all their time actually in-store with your product, not walking backwards and forwards from the car park. So, keep your kit well packed and easy to transport. Most of our tables are designed to fit into a supermarket trolley and be quick to set up and dismantle – no fiddly screws and no tools required!

Site Safe

Most supermarkets require sampling staff to have Site Safe passes. After you’ve spent hours booking your shift, don’t fall at the first hurdle by not having accreditation or by leaving your pass at home. Generally it’s an easy online course, so there’s no excuse!

Functionality

Think about the size of your table and what you’re doing at the table. If you’re sampling dry goods, then you might not need much space. Go for a smaller table because you’ll have more flexibility over where it can be set up. Remember that if you need electricity, then your location and the timing of your shift will be severely limited. Most stores only have a couple of ‘powered D2G - Cooking Instoresites’ so book early to avoid disappointment!

If you’re cooking on your stand, then think about how ‘on display’ you want this to be. Perhaps the microwave can go under the table if it’s not a key feature of your product. We can tailor our tables to your requirements, adding shelving and heat retardant materials where necessary. We can also conceal cables too so that everything looks neat, well organised and appetising!

Graphics

Investing in sampling equipment is a big step. Don’t go for permanent graphics which can’t be changed. Instead, invest in hardware once and then change out the graphics panels when you need to. Consider our new fabric graphics panels which are easy to use, super lightweight and can be washed over and over again so your table always looks brand new!

Measuring Success

D2G - Measure successThink about how you measure your campaign – don’t just rely on hearsay. If you want to count how many people you spoke to, then count your coupons at the beginning and end and be sure to give everyone you speak to a coupon! If your campaign is all about sales, then count the products on the shelf before and after. If you want to know what people think about your product, then have two bins for their paper plate, one marked LOVE IT and then the other marked YUK perhaps! If you want to grow your database, then run a Free Prize Draw, inviting people to fill in a card and post it in the box – but make sure the prize is worthwhile because generally people don’t stop for long when they’re on a shopping mission.

Timing

Think about your target market and think about when they go shopping. If awareness was your initial objective then make sure you’re in the supermarket at it’s busiest time – perhaps a Friday night or a Saturday morning. If your target market tends to be older and retired then they often avoid the supermarket at these times, preferring a mid week.  Do some research and ask the store manager to make sure you’re in the right place, on the right day at the right time. If kids are your target, then go for the after school slot around 3pm onwards.  Twenty-somethings will often go shopping on a Thursday or Friday evening after work because they have other, way-cooler stuff to do on the weekend!  D2G - Timing

It’s tempting to agree to any in-store slot that is offered to you by the supermarket, but why waste the opportunity – better to wait for the right time and day so you optimise your shift.