Cross-Merchandising

As the dollar store channel grows, so do the opportunities for brand marketers to work with retailers on effective merchandising programs--if they don't mind selling their product on the cheap.

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.

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.

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.