In-store demos are more valuable in attracting customers than P-O-Pdisplays, according to a telephone survey of 800 specialty home storemanagers conducted by Toledo, OH-based Mitchell & Co.
Of the 800 store managers who responded to the survey, 33 percent said theyconsidered demos to be more valuable than static forms of P-O-P. However,10 percent of respondents named P-O-P displays the second most effectivetool behind demos.
Toy store managers generally praised the support they receive frommanufacturers (mentioning Sony and Mattel most often), but managers ofother specialty stores were often hard-pressed to recall examples ofmanufacturers or suppliers who did something to help them attract morecustomers.
The survey covered specialty stores selling home improvement items,lighting, furniture, windows, wall coverings, hardware, and electricalequipment.
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