Retail

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.

Communication keeps P-O-P projects on target, from initial brainstorming to in-store placement.

In the wake of retail movement toward open-sell, cosmetic marketers are becoming more strategic in their approach to in-store merchandising and P-O-P.

As the computer hardware market matures, product marketers are finding that they must simplify their P-O-P messages to reach an expanding customer base and work more closely with retailers to gain placement.