Furniture

Promoting expensive durable goods is a whole different merchandising ballgame. Marketers of big-ticket items offer tips for producing smarter, harder-working P-O-P.

Retail Channel: Home Decor & Hardware Stores
Display Type: Permanent Freestanding Floor/Aisle Displays
Campaign: Literature Holder
Marketer: Benjamin Moore
Producer: Trans World Marketing, East Rutherford, N.J.

Retail Channel: Mass Merchants
Display Type: Permanent Counter
Campaign: Oster Hand Mixer "Indulgence" Display
Marketer: Sunbeam Corp.
Producer: Precision Point of Purchase, Prospect Heights, Ill.

Product: 340 Series sprinkler
Number of display: 440
P-O-P company: JP Marketing Services Inc., Santa Fe Springs, Calif.
Introduction: July 1999
Duration: Semipermanent
Construction: Injection-molded plastic (sprinkler sample), vacuum-formed plastic (display base), die-cut pressure-sensitive labels, SBS board (backer)
Display set-up: Retail staff
The countertop display for Toro's 340 Series sprinkler head featured a visible replica of the product on a compact footprint. The display could also be mounted on a wall.

Mass merchant stores are the one-stop shopping destination for millions of Americans. Marketers share their tips for creating P-O-P that slices through the clutter and makes the cut with retailers.

Product: Window heaters and fans
Number of displays: 500
P-O-P company: Detrow & Underwood Inc., Ashland, Ohio
Distribution: Hardware and home center stores
Introduction: August 1999
Duration: Semipermanent
Construction: Cardstock, vinyl stickers
Display set-up: Retail staff
Marvin Manufacturing's merchandising program includes new color-coded packaging that ties into headers, channel strips and a product selection guide.