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Article: Dexter selling p-o-p display. (Dexter Shoe Co.)
- Article from:
- Footwear News
- Article date:
- April 22, 1991
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Copyright informationCOPYRIGHT 1991 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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WEST NEWTON, Mass. -- Using maple wood for a variety of tables, shoe walls and shoe stands, Dexter has given its retailers a new way to display its men's and women's shoes.
In a new merchandising program, which Dexter calls its Visual Impact Program (V.I.P.), retailers can display the full range of Dexter's product lines in a separate area.
"We do a lot of national advertising and a lot of co-op advertising. If there was one area that was lacking it was the tie-in between national advertising, co-op advertising and the stimulus to buy in-store," said Stephen Tucker, vice president of retail marketing for ...