Hall of Fame Profile: Cathy L. Barclay

How did you get started in P-O-P?While working as Special Promotions Manager at B&W in the mid-80s, the KOOL City Jam/KOOL Festival/KOOL Balloon Tours offered unique special event merchandising opportunities. When major department stores -- not a channel that typically sells cigarettes -- in Cincinnati used KOOL Festival P-O-P materials, I thought I had "arrived."Cigarette-selling outlets used the same KOOL Festival materials. The importance of quality materials was the message I took away. Not only were retailers who sold cigarettes happy to merchandise with our KOOL Festival P-O-P materials, other channels were utilizing them to signal their support of a major event.After about two years in the Special Promotions Manager position, I moved on to the KOOL Brand group and was given P-O-P responsibility. There, along with talented outside suppliers, we created a number of new KOOL permanent materials, collected a couple of patents, and even developed B&W's first pre-pack shipper display.Then it was on to the Merchandising Manager position and the world of innovations (of the time) like Z-fold pricing numerals on PCDs (permanent counter displays) and permanent component systems for counter and floor product merchandising. One system in particular, our gold wire PCD created in 1990, is still in use (and production) today. Another developed in 1990 forged the way for B&W to gain fair share merchandising space in the then quickly developing Value-For-Money product category.What areas were you involved with prior to your work in merchandising?Little did I know that Budget Analyst and Production Planner jobs prior to my years with B&W would have application some 20 years later, but have they ever! And seven years in B&W's Research, Development & Engineering Department focused my knowledge about B&W corporate purchasing processes and sharpened my management skills. Technical knowledge of our products was also acquired during those years in Research, Development & Engineering.Then it was on to B&W's Marketing Department as Special Promotions Manager, KOOL Brand Associate, and later as Merchandising Manager. I had an opportunity to pull my personal talents and professional learning together -- focused to the marketplace and retail environment.Have you and your team created a display or a merchandising system that you are particularly proud of or that performed beyond expectations?There are several recent merchandising systems that illustrate the spirit of innovation and recognize recent (and continuing) dynamics of the retail environment, providing solutions for retailers. They include the FlexMaster 2010 pack/carton fixture system and the Panoramic and Showcase Non-Self-Service permanent counter display systems. Other particularly dynamic materials include the Lucky Strike and KOOL P-O-P materials collection. These incorporate a broad array of permanent, temporary and promotional materials suitable for a variety of retail environments and positions both outdoors and indoors.What are the greatest challenges involved in creating outstanding P-O-P?There are actually several ultimate challenges in creating outstanding P-O-P.With P-O-P materials, all theoretical information and knowledge become reality (by the truckload); no smoke and mirrors here. Given that theory and concepts are quickly turned into hard goods, each decision is "live" and comes with favorable or unfavorable consequences. Many of these decisions typically drive outlay of significant financial resources.Application of understanding. This includes understanding everything from P-O-P materials selection to engineering and production, packaging and shipping, ease of placement in the retail environment and retailers' needs or flexibility.Getting your message to the consumer is the ultimate challenge. While time and place are significant to success, form and function of materials are critical factors as well.Do you foresee more or less emphasis on P-O-P in your product category?As other consumer communication channels have been precluded from use by the tobacco industry, point-of-purchase communication remains extremely important to the tobacco/cigarette category. Increasing emphasis has been placed on point-of-purchase communication over the past decade, and will continue as we go forward into the new millennium. After all, the point-of-purchase is where the consumer makes his/her choice.Assisting retailers with the merchandising and marketing of cigarette products becomes the challenge. The category is many things to many retailers including a destination purchase, a driver of cross-category purchases, and a traffic-builder. It can represent huge portions of profit for any outlet.What have been the most significant changes affecting merchandising in the past five years?Settlement agreements, city/state/county regulations and competitive contractual protocols have all affected the merchandising of cigarette products, in particular, over the past five years. Particularly during these recent years, we have continued to bring innovative solutions in cigarette merchandising to the marketplace.What market forces and cultural changes are affecting your company's use of P-O-P materials and how will this affect your displays in the future?In recent years, we have seen consolidation at the retail level, with big chains getting bigger. This marketplace dynamic will require an increased number of key account customized merchandising, distribution, and promotional solutions to meet the needs of these customers.Likewise, the independent retailer remains extremely important to us and our industry. Solutions to meet their changing needs will also require continued focus. One size really won't fit all.What do you like best about your job?In the relay race to retail, the P-O-P group typically carries the baton on the last leg of the race. We're the anchor runners. If we don't literally deliver materials to the Trade Marketing Field Force or directly to retailers, all of the research, strategy, product selection, development, production and distribution to retail are as "close to the edge" as one can get. The challenges are tough (much bigger and more difficult than the bystanders will ever realize), the deadlines tight, and the sense of accomplishment huge. After all, we turn theory and concept into reality -- and can walk into a store on a Sunday afternoon and see the fruits of our labor.What advice would you give to anyone just breaking into the P-O-P business?Never forget the consumer. Understanding their needs, what the consumer wants to know, and when, where and how they want to receive that information can make the difference.Understand your retail universe, retailer's needs/interests and key customer nuances. Listen, participate and provide solutions.Understand the warehousing, shipping and distribution parameters of every program.Don't try to do it all yourself. Develop a strong team of knowledgeable P-O-P professionals. Listen to account and territory managers, retailers, direct accounts and distributors.Learn to know your P-O-P suppliers well -- their capabilities, strengths and weaknesses. Challenge their expertise with detailed briefs and any related information about the assignment that lies ahead. Obviously, strong suppliers are critical to the team.Verbalize every single specification, expectation and deadline with staff and suppliers -- you will likely get what you ask for.Don't forget the details. Said another way: "Sweat the small stuff!"

Hall of Fame Profile: Cathy L. Barclay

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