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"We don't have a product per se; we have an application for a product," says a spokesman for the American Express Take One Acquisition group. A variety of application holders are used by the company.

American Express vice president Bob Skattum with three of the classic and successful Take One countertop displays. According to Skattum, the company is still looking for new ideas.

A floor display is used in high-traffic areas, such as airport terminals and entrances to department stores and malls. Floorstands make up approximately 3 percent of all Take One displays.

Most Take One displays are injection-molded styrene, but the group has produced a brass box for upscale accounts. It was very successful, but costs significantly more than the plastic version.

The program got customers to think about how to improve their homes and let them know that a lack of expertise on their part wouldn't be a hindrance, since they could borrow the tape and learn about the project.

The display was given a wood frame to better blend with the upscale decor of doctors' offices. It can be used mounted on a wall or set on a table top.

As with other forms of retail, monitors may be the wave of the future for banks. They can entertain, as well as inform. Location, however, is critical.

Project Marketing Associates, Rockland, Mass., is helping its real estate clients land more buyers by using interactive touchscreen video systems that tell them all about hundreds of pieces of property long before seeing a salesperson.Used primarily just before large auctions, the kiosk-housed syst

A 20-inch touchscreen monitor allows real estate shoppers to obtain information on available properties without having to deal with a high-pressure salesperson.

Stung by bad real estate and corporate loans during the 1980s, many commercial banks are seeking solace -- and profits -- in the retail side of their business."In the larger world of banking, retail has gone from a sleepy corner to a major profit center," says Paco Underhill, director and founder o

Often, bank P-O-P materials are the wrong size, too numerous and too far from the action, as is shown in this example from a bank overseas.

First use of P-O-P by Charles Schwab & Co. is this system of literature and poster fixtures.