Pet Supplies

Product: Healthy Habit Bone Treats for dogs
Number of displays: 500
P-O-P company: Longview Fibre Co., Cedar Rapids, Iowa
Introduction: October 1999
Duration: Temporary
Construction: Corrugated, plastic
Display set-up: Retail staff
A four-sided display to promote the introduction of Healthy Habits Dog Treats from Precise Pet Products features both stacked and pegged products.

Image Pac Division of Smurfit-MBI
Comments: The client wanted to enhance the market position of its quality dog food product with a multi-functional merchandising vehicle. The graphics and unconventional shape helped catch the attention of indecisive customers. The unit played a role in significant market share gains and helped the product get into new locations.

Retail chain: PetsMart Inc.
Marketer: Doskocil Manufacturing Co.
P-O-P company: White Plus, El Segundo, Calif.
Purpose of display: This merchandising program enabled PetsMart to display a full line of doghouses and carrier products fully assembled, while also merchandising accessory products within the same space.

Product: Advantage flea killer
Number of displays: 240
P-O-P companies: FHc (design), Chicago; The Northstar Print Group (printing), Milwaukee
Distribution: PetSmart stores nationwide
Introduction: May 1998
Duration: Semipermanent
Construction: Metal frame, 3-inch particleboard, posterboard graphics
This multimedia endcap placed in PetSmart by its in-store veterinary practice, VetSmart, features blinking lights and a motion-activated audio box. It played a key role in increasing sales of Advantage flea killer medication.

Display Pack Plus International Corp.
Exclusively Pet Inc.
Comments: Due to the unique nature of the product line -- baked cookies for dogs -- this display had to stand out in a retail environment A bakery cart theme was adopted to provide a link to the human market, part of the marketing concept behind the product. The durable wood construction and functional wooden wheels allow it to be moved easily to either endcap or freestanding display locations.