When officials at Toys 'R' Us decided to take the dramatic step of revamping the company's entire in-store merchandising approach, they knew they needed more to make it happen than simple product vendors.
Toys 'R' Us had never brought in an outside vendor as its partner to such a degree before, says a company spokesman. "We wanted a partner who could take every single detail and open it up for observation and evaluation," he added.
In order to create promotions that succeed, said a marketing executive with the Buena Vista Home Video division of Walt Disney Co., companies must give their displays the VIP treatment.
It's a lot smaller, a lot less chatty and far more powerful than it was when it rolled into grocery stores in late 1988.In addition to offering shoppers details on product location and current sales, the latest incarnation of Videocart offers retailers a much clearer picture of how shoppers move th
