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P-O-P designs that satisfy Wal-Mart

At the P-O-P (Point-of-Purchase) Show in Chicago September 22, Bob Connolly, executive vice president of marketing and consumer communications at Wal-Mart Stores Inc., shared insights that can help both manufacturers and suppliers get an “in” at the nation’s No. 1 retailer.

Ready, set, go!

Time is the new currency. Both Wal-Mart and its shoppers want packaging that saves them time. For Wal-Mart, that means tactics such as time-saving secondary packaging. One example: PDQ trays, which sales associates can set up quickly, with minimal mess or discarded portions. For consumers, it means packaging communication that lets them understand your brand message and select a product within six seconds.

Shop like a consumer at Wal-Mart

Buy a week’s worth of supplies for your own home. Observe how other shoppers shop and how sales associates set up displays. You’ll learn a lot about what works and what fails. Brand managers can then collaborate with competitors to elevate their category as a whole, a Wal-Mart preference.

Bring a friend

Have a partner tag along whose interests are opposite of yours. If you enjoy wine and spirits, you might learn a lot about these categories from the detached observations of someone who doesn’t drink.

Check our calendar

Rather than your relying purely on ingenuity, Wal-Mart’s interest increases when you respond to the natural order of things. A key tip for brand managers: If you want to get your product featured, pay attention to the three most important days of the month for Wal-Mart--the 1st and the 15th, which are pay days, and the 3rd, when retirees gain access to their monthly Social Security checks.

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Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
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Conveying Innovations Report