The engagement began with ethnographic insights gathered from frontline retailers. Sterling Arcus conducted direct shopkeeper interviews to understand adoption barriers to conventional Point of Sale Marketing Material (POSM). The key insight: oversized, high-maintenance POSMs were discarded quickly due to limited space, low reuse, and logistical complexity — despite initial customer appeal. This guided our shift from high-tech spectacle to low-cost practicality.

The design philosophy pivoted to "compact, functional, and reusable." Instead of heavy acrylics or foam boards, the team explored lighter substrates like corrugated paperboard. The form factor was deliberately kept minimal — flat-packed, easy to assemble, and holding only four product units to ensure frequent interaction. The result was a POSM design optimized for agility, cost-efficiency, and long-term visibility on the retail counter.

The final output was a lightweight, foldable display unit that shopkeepers could set up in seconds without any external assistance. Logistics costs dropped significantly due to its flat-pack shipping capability, and the POSM's compact footprint made it desirable for counter placement. Its limited stock-holding nature encouraged regular replenishment, ensuring continued engagement and extended product visibility.

This frugal innovation model exemplified how understanding ground realities and aligning with user needs can unlock scalable design solutions — even in traditionally overlooked FMCG touchpoints.