Walmart

Client: Wal-Mart, Bentonville, Ark.; Hewlett Packard, Palo Alto, Calif.
Products Promoted: Inkjet cartridges and media
Objective: To create a category solution for inkjet cartridges while addressing shrink issues.
Number of Displays: 1,570
Construction/Materials: Sheet metal, styrene and wire
P-O-P Company: Beeline Group Inc., Newark, Calif.

Client: Unilever HPC, Greenwich, Conn.
Products Promoted: Dove, Caress, Lever 2000, Shield and Finesse
Objective: To create an informational multi-message voice box promoting the client's in-store "Singing in the Shower" event by describing contest rules, locations and entry information in participating Wal-Mart stores.
Introduction: January 2000
Number of Displays: 1,000
Construction/Materials: Vacuum-formed shelf housing, four-color printed art sleeve, five forty-second push-button message voice chips

Mass merchant stores are the one-stop shopping destination for millions of Americans. Marketers share their tips for creating P-O-P that slices through the clutter and makes the cut with retailers.

Client: Kayser-Roth Corp., Melville, N.Y.
Distribution: Wal-Mart
Size of Run: 765
Producer: New Dimensions Research Corp., Melville, N.Y.
Division: Permanent, Personal Products and Accessories

Client: Lyrick Studious, Richardson, Texas
Distribution: Wal-Mart stores
Size of Run: 1,000
Producer: Phoenix Display/International Paper, Thorofare, N.J.
Division: Temporary, Movies, Tapes, Records, CDs
Objectives: A new Barney video was released in Wal-Mart stores with the support of this pallet display. It was intended to garner secondary placement for the new video as well as the old videos, and to encourage impulse purchases. Bright colors and friendly, familiar graphics were used to appeal to kids and adults.

Toy marketers serve several masters and face difficult issues when addressing P-O-P, such as building relationships with retailers and negotiating retail display allowances.

Client: The Dial Corp., Phoenix, Ariz.
Distribution: Mass merchants
Size of Run: 1,350
Producer: Smyth Cos.-Display Division, St. Paul, Minn.
Division: Semipermanent, Suntan Products, Lotions, Moisturizers and Creams
Objectives: The prepack pallet unit was created for the holiday season and offered shoppers the option to purchase gift sets under two different price points.

Client: Revlon Inc., New York
Distribution: Wal-Mart stores
Size of Run: 4,136
Producer: Advertising Display Co., Lyndhurst, N.J.
Division: Temporary, Cosmetics - Women
Objectives: To encourage impulse purchases of Moisture Stay Lip products and to provide consumers with tips on how to coordinate their favorite Moisture Stay shades with their hair color.