As retailers gain more expertise and power in directing their own P-O-P, suppliers are creating more efficient pieces. That means more customization and less control for suppliers.
There's no denying that the P-O-P industry is in a mode of mergers and acquisitions. What is not clear is what form consolidations will take and what the industry will look like when the shakeup is complete.
As marketers try to strengthen and broaden the appeal of their P-O-P programs, many have found that marketing partnerships can significantly intensify their in-store efforts.
