Target

In the wake of retail movement toward open-sell, cosmetic marketers are becoming more strategic in their approach to in-store merchandising and P-O-P.

Client: Intel Corp., Santa Clara, Calif.
Product Promoted: AnyPoint Home Network products
Objective: Targeted for endcap use in CompUSA stores, the unit has blinking lights on its header and an oversized product lug-on to draw attention.
Introduction: June 1999
Number of Displays: 235
Construction/Materials: Metal infrastructure of shelves, fabricated and powder coated; styrene header; LED lights; acrylic brochure holder
P-O-P Company: Frank Mayer & Associates Inc., Grafton, Wis.

Marketing program includes displays offering DC Comics magazines

Mass merchant stores are the one-stop shopping destination for millions of Americans. Marketers share their tips for creating P-O-P that slices through the clutter and makes the cut with retailers.

Toy marketers serve several masters and face difficult issues when addressing P-O-P, such as building relationships with retailers and negotiating retail display allowances.

Retailers have their own agendas when they consider P-O-P initiatives. Marketers who pay attention will increase compliance

Trans World Marketing
Comments: Targeted for the gay market, this sign rotates on a center axis, creating visual interest. Motion and reflectivity work to convey a retro feel, reminiscent of the disco era.