Walmart

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

Nabisco's Cookie and Cracker Section Gets a Facelift

Product: Shavers and trimmers
Number of displays: 1,500
P-O-P company: Longview Fibre Co., Milwaukee
Distribution: Wal-Mart stores
Introduction: November 1997
Duration: Temporary
Construction: Corrugated
A second half-pallet shipper was created for the hair-clipper aisle and customized for Wal-Mart.

Product: Shavers and trimmers
Number of displays: 1,500
P-O-P company: Longview Fibre Co., Milwaukee
Distribution: Wal-Mart stores
Introduction: November 1997
Duration: Temporary
Construction: Corrugated
Wahl Clipper Co. has found success with a half-pallet display for its beard trimmers that it created specifically for Wal-Mart.

Cosmetic Company: Dana Perfumes, a division of Renaissance Cosmetics Inc., New York
Product: Shades by NaVy
Objective: To launch a new fragrance by NaVy that appeals to 14- to 24-year-old women with a brand image and fragrance that is cool, confident, casual and stylish.
Distribution: Sears, mass merchants (Wal-Mart, Kmart, Target) and drugstores
Introduction: February 1998 (trial-size displays); March 1998 (launch displays with basic stock)
P-O-P Company: Myden Industries, New York

Black & Decker focuses on its two major channels, mass merchants and home centers, by drawing promotional ideas from a variety of categories outside the power tool realm.