Walmart

The economic forecast for the coming year isn't exactly rosy, but that won't stop product marketers from lighting up store aisles with new merchandising programs and P-O-P.

As the line between mass and prestige cosmetics continues to blur, less saturated beauty markets are being targeted to build sales.

Retail Category: Mass Merchants
Display Type: Display Packaging
Client: Hoover Inc., North Canton, Ohio
Producer: Buckeye Container, Wooster, Ohio
Size of Run: 15,000
Comments: Mass merchants can place this display carton vertically or horizontally, as directed by Wal-Mart. The carton is constructed of B-flute corrugate and printed with a four-color process and a high gloss coating.

Candy and gum products are gaining in-store visibility and stronger sales through creative packaging and P-O-P.

Retail Category: Mass Merchants
Display Type: Endcaps & Power Wings
Client: Tiger Electronics, Vernon Hills, Ill.
Producer: Design Phase Inc., Northbrook, Ill.
Size of Run: 1,580
Comments: The marketing objective was to create a standalone environment to introduce the Hit Clips Micro Music System product line at Wal-Mart stores. The endcap helped lift sales 28% in stores that used it compared to stores displaying the product from existing peg hooks, according to the entry board.

Retail Category: Mass Merchants
Display Type: Endcaps & Power Wings
Client: Bristol Myers Squibb, Plainsboro, N.J.
Producer: Riccarr Displays Inc., Pine Brook, N.J.
Size of Run: 1,200
Comments: Excedrin PM sales increased at least one share point during the placement of this gravity-feed power wing. The display also fit Wal-Mart's design specifications.

Retail Category: Mass Merchants
Display Type: In-line, Gondola or On-shelf
Client: Maybelline, New York
Producer: Riccarr Displays Inc., Pine Brook, N.J.
Size of Run: 1,500
Comments: Designed to fit within Wal-Mart's "4-way" gondola specifications, this prepacked display features vacuum-formed trays and a corrugated outer structure. A hinged flip top provided room for a beauty shot on the outside and printed information on the inside.

Retail Category: Mass Merchants
Display Type: Freestanding: Permanent
Client: Twentieth Century Fox, Century City, Calif.
Producer: Cornerstone Display Group Inc., San Fernando, Calif.
Size of Run: 1,500
Comments: Kmart, Best Buy and Wal-Mart stores nationwide received this permanent floorstand with interchangeable graphic panels for releases from Twentieth Century Fox. Its product trays accommodate both VHS and DVD video releases, and theft-deterrent DVD modules discourage pilferage.