Crossmark said it has opened a Center for Collaboration in Bentonville, Ark., close to the home office of Wal-Mart Stores and designed to meet Walmart’s objective of working more closely with suppliers.

Crossmark is a sales and marketing services company based in Plano, Texas.

“This center facilitates collaborative discussions in close proximity to Walmart, with rooms intended for joint business planning, product presentations, virtual modulars and the facilitation of innovative ideas,” said Crossmark CEO Ben Fischer.


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The center, which covers 18,562 square feet, encompasses nine joint business-planning rooms with flat-panel displays; a presentation kitchen where food samples can be displayed in a consumer/home environment; a solutions center focusing on on-shelf availability and shopper research; two rooms equipped with large digital touch-screen walls; and a meeting space that can accommodate more than 100 people and that can be converted to an “action alley” displaying products.

Crossmark said other features are designed to showcase in-home product usage, planogram layouts and modular planning strategies, plus displays of physical products on shelves as they would appear in a store.

“This is a place where Walmart and suppliers can plan the future,” Mike Graen, VP of collaboration for Crossmark, said. “If you can create a place where the right people from both Walmart and suppliers can collaborate, we will take care of our mutual customer — the Walmart shopper and the Sam’s Club member.”

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