Cross-Merchandising

Results from a study on supermarket shopper perceptions
conducted exclusively for the In-Store Marketing Institute

Client: The Gillette Co., Boston
Size of Run: 245
Production Date: August 2002
Awards: Gold, Design of the Times 2003
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Semipermanent, Supermarket Retailer
Comments: This display allows the Brookshire chain to merchandise $450 worth of Gillette products for both men and women at the front of the store.

Client: 3M Co., St. Paul, Minn.
Size of Run: 500
Production Date: May 2002
Producer: United Displaycraft, Des Plaines, Ill.
Division: Permanent, Home and Garden: Home Furnishings and Housewares
Comments: Designed to secure display space during the annual fall clean-up period, this floor display cross merchandises Bissell's Pro-Tech carpet cleaning machine and products alongside 3M Scotch Gard carpet protector. Promoting the two brands together for the first time helped to secure virtually 100% placement.

The home improvement market is undergoing changes as retailers clamp down on display requirements and store channels evolve

Client: Microsoft Co., Redmond, Wash.
Producer: Harbor Industries Inc., Grand Haven, Mich.
Comments: The display was designed to answer consumers' questions about the system. All of the software necessary to use the system is displayed.

Product: North American road atlas
P-O-P company: Carroll Container Corp., Marion, Ind.
Distribution: Bookstores and map specialty stores
Introduction: September 2002
Duration: Temporary
Construction: Corrugate
Display set-up: Retail staff
Michelin cross-promoted with its brand of tires to tout the atlas in auto parts stores.