The display of terminal products directly affects product sales and image presentation. The author summarizes the nine-character policy for terminal display, ten display standards for stores, and eighteen display rules for beginner, intermediate, and advanced levels, systematically elaborating on the standards and details of terminal display, which are also the most basic requirements for display. Although there are many display rules, they are not 'restrictions' but rather 'guidance' accumulated from science and practical experience. 'The subtlety of application lies in the mind,' so they can be flexibly applied according to specific situations and should not be taken dogmatically.

  1. Nine-Character Policy
  2. 'Quantity' – As the primary principle of display, 'quantity' naturally holds significant importance. As the saying goes, 'Goods sell like a mountain,' meaning that product display must have a sense of volume to attract customers' attention and interest. At the same time, a voluminous display is also an important condition for a vivid store image.
  3. 'Collection' – Products of the same category should be displayed together on adjacent shelves or in adjacent positions. The requirement for centralized display is also a manifestation of 'volume display,' making it easier for customers to find the brand or variety they need by category.
  4. 'Ease' – Easy to take, easy to put back, and easy to restore is one of the conditions for good product display. Even if a display (stack) is beautiful and grand, if it is inconvenient for customers to take or put back, then no matter how attractive the display, it cannot promote sales.
  5. 'Completeness' – When displaying products, try to ensure that a brand or series of products is fully matched and displayed together, giving customers more choices and achieving a neat and beautiful effect.
  6. 'Cleanliness' – Hygiene and tidiness are requirements for product display and the entire store environment. Store staff should promptly clean the products and the shelves or stacking areas, wipe off dust from products, and reflect the freshness of the products.
  7. 'Connection' – Many products are related in customers' minds. When customers buy a certain product, they may need related products to match, or through careful arrangement by store staff, they may discover that buying product A plus product B is a good combination. Thus, related product display becomes very necessary (e.g., toothpaste and toothbrushes, tea sets and tea leaves, trash bins and trash bags, etc.).
  8. 'Time' – Store staff should pay attention to the shelf life and expiration dates of products when displaying, especially for products with short shelf life such as pastries and refrigerated items. Store staff should follow the 'first in, first out' display principle. When the front-row products on the shelf are taken by customers, the restocking staff should first push the back-row products to the front, then place the newly produced products with fresh dates in the back row.
  9. 'Brightness' – Product display positions should be placed in areas with good lighting, good visual effects, and sufficient brightness to ensure products are easy to see and find.
  10. 'Color' – Many customers make impulse purchases in stores. Besides price, variety, and volume, the beauty of the outer packaging and visual impact are also important factors that trigger impulse buying. Therefore, when displaying products, store staff should pay attention to color matching, with appropriate combinations of warm and cool tones, avoiding side-by-side display of different products with the same color to prevent visual confusion. Products with similar packaging should be distinguished.
  11. Eighteen Display Rules 1. Beginner Guidance Rules 1) Keep Clean

· Ensure displayed products are neat, clean, and undamaged; · Ensure shelves are clean, undamaged, and rust-free; · Ensure price tags are neat, clean, and undamaged; · Ensure promotional aids (such as shelf stickers, POP, wobblers) are neat, clean, and undamaged. 2) Timely Replace Damaged Products Damaged products will no longer generate sales and will affect the company and brand image, so they must be replaced promptly. 3) Labels Facing Outward Product labels must uniformly face the consumer. Products should not be placed flat, sideways, or upside down, achieving a neat and eye-catching display effect. 4) Bottom Heavy, Top Light Place heavy and large products at the bottom, and small and light products at the top. This keeps the center of gravity low, which is safe and convenient for consumers to take, and also conforms to aesthetic habits. However, sometimes for image promotion, large packages such as New Year goods or gift boxes may be placed on the top shelf, which is an exception. Additionally, if the shelf is too high (e.g., 2 meters), the top shelf may only serve a promotional purpose, so outer boxes or shopping bags can be used to occupy space and display the image. 5) First In, First Out First in, first out is a basic warehouse management rule, and it also applies to supermarket shelves. Products with earlier production dates should be placed at the front, and newly produced products at the back, to avoid expired items. 2. Intermediate Guidance Rules 1) Clear Pricing Price tags must be accurate, clear, and prominent. They can be compared with similar products to enhance the promotional effect of the display. When running promotions, the promotional price tag must clearly indicate the original price, current price, and reason for the price reduction. Never make the following five mistakes: Price tag not found; Incorrect price tag; Misplaced price tag; Overlapping old and new price tags; Inconsistent prices between promotional area and regular shelf price tags. 2) Full Display Fill the display shelves with your products to increase the fullness and visibility of the display. As the saying goes, 'Goods sell like a mountain.' Consumers generally believe that a large quantity of goods indicates bestsellers and freshness, and a full display can prevent competitors from occupying display space. When shelf inventory is insufficient for a full display, move the back products forward. If products are truly insufficient, use empty boxes or shopping bags to occupy the display space. Merchandisers should promptly track the shelf's incoming and outgoing flow, order in time, ensure safe stock levels, and strictly avoid out-of-stock situations. However, a full display does not mean the more products on the shelf, the better. In fact, under the premise of ensuring a full shelf and no out-of-stock, having less stock is not necessarily a bad thing. 3) Contrasting Colors Products of the same type (with the same packaging color) should be grouped together to form a 'color block' display effect. Different 'color blocks' of the same color system should be separated as much as possible to make it easier for customers to distinguish and achieve a prominent display effect. 4) Right Place Place the best-selling products in the best positions on the shelf. The best positions are those with the highest sales per unit area (sales efficiency), such as the front 1/4 to 1/2 of the traffic flow in the shelf area, at eye level and within the reachable height (between 1.2 meters and 1.45 meters). These positions should be reserved for best-selling products. 5) Maximum Display Area Product displays should occupy as much display space as possible. Each SKU should have at least 20 centimeters of shelf width. The larger the display area, the larger the sales volume. Capturing consumers' 'eyeballs' is the first step to stimulating impulse purchases. Only by occupying more display space than competing brands can there be more sales opportunities. 6) Adjacent to Main Competitors The display area should be placed next to major competing brands, and star products should be placed next to main competing products to highlight product features. Haven't you noticed that wherever there is Coca-Cola, there is usually Pepsi? Remember the old saying, 'Birds of a feather flock together.' If your products are often displayed with certain products, consumers will eventually think they are the same category. At the same time, your main competitors' consumer groups are exactly your target consumer groups. You can use the competitors' appeal to attract customers and then successfully intercept their potential customers through promotional staff and activities. 3. Advanced Guidance Rules 1) Centralized Display Centralized display includes brand centralization and item centralization. Brand centralization means displaying all products of the company's brand together in one display form, and also centralizing all products under sub-brands. Item centralization means displaying products of different sub-brands separately according to different product specifications (packaging form, packaging weight) and different flavors. Obviously, centralizing products makes it easier to create momentum and a more prominent display effect. 2) Prominent Display Place key items in the most prominent positions, maintain the best order, arrange the largest display space, and achieve a clear hierarchy, making the product structure clear to customers at a glance. Key products represent the company's good market image and are also the best-selling products, so they must be shown to consumers more. 3) Vertical Display Vertical display can be divided into complete vertical display and partial vertical display. Complete vertical display means that a product item or brand is displayed vertically from the top shelf to the bottom shelf. Partial vertical display means that a product item or brand is displayed in block form vertically, occupying only part of the shelf space across several consecutive shelves. In practice, arrange the main shelf display as much as possible in partial vertical display, first ensuring the brand's vertical display, then considering packaging color (flavor) and packaging specifications. 4) Best Position Different positions in the display area are directly related to sales. For regular shelves, strive for the best display positions. When purchasing special display positions, never only look at the price; calculating the input/output ratio is the most scientific approach. Moreover, the display area in the store should be relatively fixed (fixed position rule), so that regular customers can easily find it. 5) Dynamic Display Display should not be rigid; certain vivid measures should be taken to attract consumers, not only during promotional periods. You can add beautiful shelf stickers, POP, wobblers, hanging flags, hanging plates, and other promotional aids, or use lighting, sound, and other marketing vividness. Alternatively, on the basis of a full display (such as a stack), intentionally remove a few products from the outermost layer of the shelf, which is convenient for consumers to take and shows the product's good sales status. These are all vividness measures. 6) Multi-point Display Multi-point display refers to displaying products in different display forms and different display areas, which does not conflict with centralized display. For example, in addition to regular shelves, there are special displays (hanging strips, pillar wraps, end caps, stacks, etc.), and in addition to the regular shelf area, displays are also set up in the checkout area, elevator area, etc. 7) Full Item Uniformity Rule Full item means displaying as many of a company's products as possible in all categories on a regular shelf, which can meet the needs of different consumers, increase sales, enhance the company's image, and increase the product's influence. Uniformity means that the overall style and tone of the product display should be unified, and the forms of promotional aids should also be unified. However, full item display is limited by the number of items accepted by the store, and uniformity requires unified standards first. In addition, full item uniform display is only for shelves; special displays (end caps, end heads, stacks, pillar wraps, etc.) are often purchased for a specific item or brand and are not included here.

  1. Interpreting Ten Display Standards for Stores Operators of modern terminal KA system stores are always thinking about: How to make limited display area bring more profit? The emergence of 'display designer' positions in the talent market is also mostly to meet this need. These KA system stores have their own display management regulations based on the overall product operation status. After suppliers' products are accepted, they must first follow their display standards, so learning their operational standards is more practical. The following are the ten display points from RT-Mart. After learning the above eighteen display rules, your understanding of retailers' display standards will be elevated to a higher level.
  2. Our company is a self-service wholesale warehouse, so product configuration should be combined with product labeling (such as shelf cards, POP) and various signs to make it easy for customers to see, take, and buy the products they need. (Note: This should support some of our promotional aid requests.)
  3. Use high shelves, stackers, pallets, and other tools, combined with mass display, to establish the image of a wholesale warehouse. (Note: 'Pallets' can be used as a base for stacks; the top of too-high shelves can display promotional materials.)
  4. Products near the entrance must be high-turnover products, so that customers start buying as soon as they enter the store; best-selling products should be placed at the ends of shelves near the aisles to attract customers to walk between shelves; impulse-buying products should be placed on the main aisles (including the checkout area, but the unit price should not be too high). (Note: If product sales are poor, the display position will be affected!)
  5. Related display is the first principle to follow in display. Related display means classifying products by function, not by manufacturer. (Author's note: The centralized display rule may be difficult to implement here!)
  6. Price: When displaying, consider arranging products in order of price, placing products with similar prices together. (Note: This is another restriction on our display rules, such as being adjacent to competing brands.)
  7. Packaging: Try to use vertical display, with the arrangement of bottom heavy, top light (Note: This is consistent with our requirements.)
  8. Color: Distinguishing by color easily attracts customers' attention and makes them stop to buy. Usually, vertical display better shows beauty (Note: Contrasting colors, consistent with our requirements.)
  9. Do not frequently change product display positions to avoid customers not finding products (Note: Fixed position rule.)
  10. Each product's display area should be greater than 20 centimeters (Note: The single product display area requirement for maximizing display area.)
  11. High-margin products should be displayed on shelves at the same height as customers' eye level (about 120 centimeters, commonly called the golden line). -END-