Cross-Merchandising

Marketer: Safilo USA, Fairfield, N.J.
Objective: To create a display collection reinforcing the Ralph Lauren image using a clean, sleek design, bright colors and solid construction with anti-theft features. The versatility of the displays allows retailers to cross merchandise and use the displays on a counter or in a window. Major department stores and independent eyewear chains participated in this program with great success.
Number of Displays: 750

Client: Nabisco Inc., Winston-Salem, N.C.
P-O-P Company: ImageWorks Display & Marketing Group, Winston-Salem, N.C.
Division: Permanent, Containerized and Processed Foods

Product: Coffeehouse greeting cards
Number of displays: 3,300
P-O-P company: Jefferson Smurfit Corp., Cincinnati
Distribution: Mass merchant, supermarket and drugstore chains
Introduction: July 1997
Duration: Promotional
Construction: Corrugated, vinyl pockets, plastic casters
American Greetings' corrugated display promotes a product tie-in outside of the greeting card department.

Products: Chips and dips
Number of displays: 1,000
P-O-P company: U.S. Display Group, Newark, NJ
Distribution: Supermarkets
Introduction: May 1997
Duration: Temporary
Construction: Corrugated
The first P-O-P display for Guiltless Gourmet's baked chips proved so successful that the company depleted its estimated six-month production run in six weeks.

Product: Coastal Wine
Number of displays: 2,000
P-O-P company: Ruszel Woodworks, Benicia, Calif.
Distribution: Supermarkets and independent grocery stores
Introduction: April 1997
Duration: Permanent
Construction: White vinyl laminated MDF sides, pine shelving and trim, two-piece lauan plywood back
A wooden rowboat-shaped display for Robert Mondavi Coastal Wines is being used in such diverse departments as seafood and suntan lotion as an atmospheric decoration as well as a cross-merchandiser.