Cross-Merchandising

As retailers gain more expertise and power in directing their own P-O-P, suppliers are creating more efficient pieces. That means more customization and less control for suppliers.

Client: Imperial Home Decor Group, Cleveland
Product Promoted: Wallpaper
Marketing Strategy: The unit was designed to project a quality image consistent with the Laura Ashley name. The fins hold bin-boards that cross-merchandise Laura Ashley wallcoverings, carpeting and paints.
Introduction: October 2000
Number of Displays: 640
Distribution: Lowe's stores
Construction/Materials: Melamine, powder-coated wire, masonite, tubing
P-O-P Company: AG Industries, Cleveland

Retail Category: Home Decor & Hardware Stores
Display Type: Freestanding or Aisle (Permanent)
Producer: Midway Displays Inc., Bedford Park, Ill.
Client: Midwest Quality Cloves Inc.

Products: Caulk and adhesive products
P-O-P company: St. Elizabeth Street Display Corp., Little Falls, N.J.
Introduction: May 2000
Duration: Semipermanent
Construction: Wire
Display set-up: Retail staff
Red Devil's new wire rack with interchangeable graphics panels allows caulk products to be cross-merchandised in other retail departments.

Retail Channel: Supermarket/Grocery Food Items
Display Type: Permanent Freestanding Floor/Aisle
Campaign: "Eat, Drink & Be Scary"
Marketers: Frito-Lay & Pepsi-Cola
Producer: Frankel, Chicago

Retail Channel: Mass Merchants
Display Type: Permanent Freestanding Floor/Aisle Displays
Campaign: "Larry Boy and the Rumor Weed" Floorstand
Marketer: Lyrick Studios
Producer: Phoenix Display/International Paper, Thorofare, N.J.

Fuji Photo Film has increased market share and brand presence via secondary display locations that promote impulse sales of film and one-time-use cameras.