In-Line/Gondola Systems

Client: BRIO Corp., Germantown, Wis.
Distribution: Independent toy stores
Producer: Benchmarc Display Inc., Vernon Hills, Ill.
Division: Permanent, Toys
Objectives: To introduce BRIO'S new motion train and cars while grabbing consumers' attention with a colorfully decorated and dimensional header that demonstrates the total train environment.

Retail chain: The Home Depot Inc.
Marketer: Motorola Inc.
P-O-P company: Visual Marketing Inc., Chicago
Purpose of display: These two displays were designed to provide a permanent home for two-way radios in Home Depot stores. A counter display was placed in the front of the store to direct consumers to the full display.

Retail chain: Sally Professional Stores
Marketer: Revlon
P-O-P company: P.O.P. Displays International, Woodside, N.Y.
Purpose of display: This gondola was designed to introduce Revlon's Pro-line of cosmetics to Sally Professional's beauty specialist clientele.

Client: Schering-Plough Healthcare Products Inc., Liberty Corner, N.J.
Products promoted: Dr. Scholl's foot health products
Category management strategy: This display organized the product into six different categories, each identified by its own distinct color. A planogram was provided to the consumer to facilitate finding the product.
Retailer: Mass merchants, chain drugstores and chain food stores
P-O-P company: Mechtronics, Stamford, Conn.
Number of displays: 3,000
Date of introduction: January 1998

Client: Hewlett-Packard, Vancouver, Wash.
Products promoted: Inkjet cartridges
Category management strategy: The goal is to keep all product on the selling floor and cut shrinkage losses to zero.
Retailer: Staples, Westborough, Mass.
P-O-P company: Beeline Group Inc., Newark, Calif.
Number of displays: 700
Date of introduction: January 1998

Client: Lil' Drug Store Products Inc., Cedar Rapids, Iowa
Products promoted: Single-dose packets of analgesics and other remedies
Category management strategy: The Take2 Low-Profile Display includes nine of the top 50 items in the HBC category. It arrives at stores pre-filled.
Retailer: Convenience stores
Number of displays: 25,000