Department Store

An article from the Journal of Retailing (Volume 78, Issue 2)

Current events have taken some media attention away from best-selling authors, making retail a crucial environment in promoting new releases.

Product: Single-serve snacks
Number of displays: 1,000 (third reorder pending)
P-O-P companies: Frank Mayer & Associates, Grafton, Wis.; and SMP Display & Design Group, Chattanooga, Tenn.
Distribution: Convenience stores, foodservice outlets
Introduction: June 2001
Duration: Permanent
Construction: Sheet metal, vacuum-formed ABS plastic, four-color screen printed graphics
Display set-up: Kellogg's national broker network

Retail Category: Department Stores: Apparel & Fashion Accessories
Display Type: Counter Displays - Temporary
Client: Elle Eyewear
Producer: Charmant Inc., Sabae, Fukui, Japan
Size of Run: 1,000
Comments: A titanium-colored logo plate and bold red blocks provide a platform to introduce titanium releases of the Elle eyewear collection. Transparent blocks can be used either inside the body of the main display or arranged in front to provide retailers freedom of presentation.

Retail Category: Department Stores: Cosmetics & Fragrances
Display Type: Endcaps & Power Wings
Client: Zotos International
Producer: Katherine Frank Creative Inc., Lombard, Ill.
Size of Run: 2,500
Comments: A metal logo and sign post created aisle visibility that helped launch the new product line and highlighted special promotions.

Retail Category: Department Stores/Cosmetics & Fragrances
Display Type: Freestanding - Temporary
Client: Beiersdorf Inc.
Producer: Triangle Display Croup, Philadelphia
Size of Run: 4,000
Comments: This combination floorstand and power wing was designed to introduce the Nivea for Men line of washing, shaving and after shave products.

Three versatile, interactive units feature sample products on sides

A push for stronger store branding and "open sell" retailing have made it more challenging for cosmetics marketers to build their brands at retail.

Client: Bourjois Paris, New York
Products Promoted: Cosmetics
Comments: These installations were designed to create brand awareness for a major European cosmetics company in U.S. department stores.
Introduction: October 2000
Size of Run: 210
Construction/Materials: Acrylic, polyurethane foam, styrene, cardstock
P-O-P Company: Array Marketing Group, Los Angeles, Thomson-Leeds Division