Supermarket/Grocery

Brands are running more store events, building relationships with customers and learning that everyone loves free stuff

Product: Energizer Max
Number of displays: 28,000
P-O-P companies: Ryan Partnership, Wilton, CT; Weyerhaeuser, Charlotte, NC
Distribution: Grocery stores, drugstores
Introduction: November 2005
Duration: Temporary
Construction: Corrugated
Set-up: Retail staff
Comments: Energizer packaged batteries with a free Narnia snow globe to boost sales during the critical winter months.

"There is one basic merchandising rule: If you're going to do a display, do it right or don't do it at all. Other than the products themselves -- which are presented in a considerably less than appetizing fashion -- this display has absolutely nothing going for it.
     The base is already mangled and collapsing while there's still a lot of product left to sell. There's virtually no identification of what the product is, even before the dreaded retail gnome covered up what little was there.

"Here's a perfect example of selling the sizzle, not just the steak. This simple corrugated display was used by Betty Crocker to introduce its new Warm Delights desserts.
     Without any additional copy the company has grabbed attention and told consumers that these treats can be made in a microwave and served warm in minutes. Both the header and base graphics looked so good I could almost taste them.

Marketers of non-alcoholic beverages are investing in P-O-P that's cost-efficient, retailer-specific and effective at cross-merchandising