Digital Commerce

Retailers' desire for smaller, standard packages and more efficient displays is leading suppliers to consider new formats, interactive displays and other options.

With initiatives such as a wholesaler signmaking program, Anheuser-Busch has streamlined its P-O-P practices to be more efficient and responsive to distributor needs.

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.