Home Depot

Client: Motorola, Suwanee, Ga.
Distribution: Home Depot stores
Size of Run: 200
Producer: ASA Inc., Bensenville, Ill.
Division: Permanent, Telecommunications
Objectives: The client wanted a multi-functional display to effectively introduce its professional radios at retail. Motorola needed a secure and upscale presentation that would easily accommodate assorted product planograms and periodic updates or changes.

Product marketers are responding to demands for customized P-O-P by getting to know big-box retailers and learning to work within limits

Retail chain: The Home Depot Inc.
Marketer: Motorola Inc.
P-O-P company: Visual Marketing Inc., Chicago
Purpose of display: These two displays were designed to provide a permanent home for two-way radios in Home Depot stores. A counter display was placed in the front of the store to direct consumers to the full display.

Client: Amerock Corp.
Products promoted: Cabinet hardware
Category management strategy: Home Depot asked Amerock to develop a merchandising plan that mixed a variety of high-end products with an assortment of typically merchandised hardware. The special interactive ordering system was designed to be consumer-friendly while not requiring the assistance of store personnel.
Retailer: Home Depot
P-O-P company: Process Graphics Corp.
Number of displays: 60

Smaller retailers want their P-O-P concerns met, too, but their options are limited unless special needs offer a payback.