Account-Specific

Frank Mayer & Associates, Grafton, Wis.

The squeeze on margins and space has marketers and retailers working more closely than ever before -- but it creates friction as well.

Kraft Food's local promotion with Hy-Vee stores featured customized pieces within the food company's set display racks to create a barbecue focus for the five-market supermarket chain.

A pet product line that could have been a real dog to display is now simple to show and handle with a new merchandising program from the

Coca-Cola's aisle spanner features two corrugated panels that lock together to create an arch. Initial research in test markets showed a sales increase in some stores of 35 percent after the arch was installed.

This unit featured injection-molded adjustable shelf dividers, steel-tube snap-lock frame construction, and a sheet-metal light-box with four sequential light areas and 5-color screenprinted translucent graphics. The display could be set up in 40 minutes without tools.

Without a trained sales staff to explain the advantages of a surround television-speaker system, more pressure falls on a display to complete the selling job.

HTS Marketing, San Marcos, Calif.

Looking for P-O-P ideas that will appeal to mass merchants? Focus on cross promotions, pallet displays and floor graphics. Those are some of the insights revealed by Retailer Viewpoint III, a survey conducted last year by New York-based Yankelovich Partners.

Intel worked directly with retailer Circuit City to develop this lightbox endcap display.

A second half-pallet shipper was created for the hair-clipper aisle and customized for Wal-Mart.