Kimberly-Clark

Peapod's 'cyber-merchandising' may help marketers hone promotions

Patent: 5,971,169
Issued: Oct. 26, 1999
Inventors: Henry C. Orr; Eric Ludewig, both of Syracuse, N.Y.; Donald Crispin, North Syracuse, N.Y.; Robert K. Scherzer; James Dokoupil, both of Liverpool, N.Y.
Assignee: The Croydon Co., Liverpool, N.Y.

Product: Weekday Weekend Wedgwood premium casual dinnerware
Number of displays: 100
P-O-P companies: Adcock-Clayton, London, England; Geron Associates Ltd., Markham, Ontario, Canada
Distribution: Canadian retailers with Wedgwood showrooms
Introduction: April 1999
Duration: Permanent
Construction: Wood
Display set-up: Field and retail staffs

Client: Best Buy, Eden Prairie, Minn.
P-O-P Company: Thorco Industries Inc., Lamar, Mo.
Division: Permanent, Movies, Tapes, Records, CDs
Size of Run: 100
Objective: To create an easily repositioned fixture to merchandise newly released CD titles in a minimum amount of floor space. By placing the unit in strategic locations, the intent is to attract customers not destined for the music department. The tower's quick-change sign channels allow a graphic tie-in with the artists featured and promotions from other media.

Client: Malone Advertising, Akron, Ohio
P-O-P Company: G.F.A. Inc., Fenton, Mo.
Division: Temporary, Paper Goods and Soap
Comments: This display reminds consumers of the change of seasons, increased exposure to other school children and the need for the Kleenex product. The cartoon school bus includes a voice module, flashing lights and a moving stop sign erected above a 64-inch pallet of product.

Client: Kimberly-Clark Corp.
Producer: Malone Advertising Inc., Akron, Ohio
Category: Plastics - Grocery Products - Non-Food
Intended Length of Use: 1 month
Production Run: 80
Unit Cost Range: More than $250
Comments: The vacuum-formed nose captured customers' attention while a continuous-loop sound box provided a brief brand message. A base wrap included the retailer's logo.