Navandising: Merchandising in Navigation

Something I've spotted on a few retailers' sites lately - the showing of offers and other calls to action in AJAX flyout menus:

Moosejaw Mountaineering

American Eagle Outfitters

GNC

Personally, I think this is a great idea. It allows the site to do a form of targeted selling based on the interest/intent of the customer without complicated tools or rules, and gives you the opportunity to present offers without cluttering up category pages. Like rich autocomplete, the injecting something visual into a text menu may be a trend we see pick up in 2010.