Cross-Merchandising

Retail Category: Liquor
Display Type: Freestanding: Permanent
Client: KYK Marketing, Louisville, Ky.
Producer: Great Northern Corp. - Display Group, Racine, Wis.
Size of Run: 500
Comments: The objective of this permanent floor display was to promote Jack Daniel's through its popular association with the Jack & Coke mixed drink. By cross-merchandising both products, each gained a secondary location in the store.

Client: Valspar Corp., Wheeling, Ill.
Producer: Great Northern Corp. Display Group, Racine, Wis.
Comments: This pallet cross-merchandises products from three different manufacturers -- exterior paint, tape and accessories -- on a one-stop paint destination center for Wal-Mart stores.

Product: Pentium 4 processor
Number of displays: 3,000
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Distribution: Electronics and computer stores
Introduction: June 2001
Duration: Semipermanent
Construction: Sintra board, PETG plastic, vinyl, aluminum
Display set-up: Company merchandisers

Retailers spearhead P-O-P programs to promote their own brand image or drive sales of private label products.

Client: PriceWeber, Louisville, Ky., for Brown-Forman Corp, Louisville, Ky.
Introduction: May 2001
Distribution: Off-premise nationwide
Size of Run: 3,000
P-O-P company: IWI, Chino, Calif.
Comments: Because champagne is typically purchased for special occasions, this rack cross-merchandises fresh flowers. The design helped it to achieve secondary placement in floral departments away from competitive products.