Convenience Stores

The rapid expansion of the natural products category into mass market outlets offers new business opportunities -- and P-O-P challenges -- for marketers.

Henschel-Steinau Inc.
Whitehall-Robins Inc.
Comments: This small counter display offering a variety of Chap Stick products achieved its objective of gaining placement in convenience stores. Designing the unit to look like the product helped build brand recognition among consumers. The display was also successful in breaking into accounts that had not been targeted originally.

A Profile of Cathy L. Barclay, Senior Manager Trade Marketing Materials Development & Logistics, Brown & Williamson Tobacco Corp.