Cross-Merchandising

The client wanted to cross-merchandise several related school stationery products from several licensed manufacturers on a single display to provide a one-stop back-to-school shopping experience for consumers.

Coffee and cream? Or coffee and Bailey's Irish Cream? To get consumers thinking in terms of the latter,

Manufacturers, retailers, P-O-P vendors and consultants -- everyone, it seems, is talking about category management these days. But while there's plenty of excitement about the term, there's also confusion.

Following a revamp of the packaging for the company's cordless screwdriver, marketers at

The goal of this display program was to pick up on "summer fun" imagery and to give the retailer an opportunity to cross-merchandise other seasonal items. The units were designed so they could fit into nearly any area within a store.

Kraft Food's local promotion with Hy-Vee stores featured customized pieces within the food company's set display racks to create a barbecue focus for the five-market supermarket chain.

Today, more people are getting involved in P-O-P decisions. Who's pivotal, and what happens when retail departments clash?

Henschel-Steinau Inc., Englewood, N.J.

HMG Worldwide In-Store Marketing Inc., New York

An Alphabet Soup of Opportunity in Supermarkets

   The promotion features Pete's Wicked Ale, Pete's Summer Brew and the new Pete's ESP Lager. In-store materials include a case card, case tucker, shelf talker and banner.

The goal was to create a "martini center" that would take up minimal floor space yet immediately catch the attention of consumers. The square design offers balance for the weight of the glass bottles and visibility from all sides.