---
title: "Adapt and Overcome: 6 Strategies for Mastering In-Store Displays within Supermarket Rules"
description: "This article explains that supermarket display rules are not rigid; true mastery involves adapting to each store's specific constraints. It provides six strategies, including understanding the essence of displays, practical techniques for securing and maintaining display space, and tips for special displays and developing cold zones."
author: "魏庆"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-08-11"
language: "en"
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# Adapt and Overcome: 6 Strategies for Mastering In-Store Displays within Supermarket Rules

> This article explains that supermarket display rules are not rigid; true mastery involves adapting to each store's specific constraints. It provides six strategies, including understanding the essence of displays, practical techniques for securing and maintaining display space, and tips for special displays and developing cold zones.

**I. Correctly Understanding the Essence of Supermarket Displays: Adapt and Overcome**
Many FMCG companies' training materials include "supermarket display rules."
In reality, sales personnel are constrained by the store's own regulations, shelf and pallet layout plans, and the sales performance and relationships of both competitors and their own products in that store. It is impossible to fully execute the display rules as taught in textbooks.
To truly improve their "martial arts" of supermarket displays, sales personnel cannot rely solely on memorizing dozens of rigid rules. They must understand the deeper meaning of display rules and apply them flexibly:
**1. The essence of supermarket displays is: adapt to the situation, and win without fixed moves**
The so-called supermarket display rules are just basic, general knowledge or "internal martial arts techniques." In practice, supermarket displays are not like painting on a blank canvas; they must consider the specific limitations of the supermarket. Use basic display knowledge to adapt, respond to the situation, and win without fixed moves.
**2. The significance of display rules lies in a unified visual effect**
Different companies have different display rules. In fact, the significance of display rules is not in the rules themselves (e.g., whether "brand vertical, packaging horizontal" is better than "packaging vertical, brand horizontal" is debatable), but in having a standard that allows consumers to see a consistent display style across different points of sale, making it easier to form a memory point.
For example, a unified brand display order: whether in a hypermarket or a street corner store, Coca-Cola's product displays and posters follow the order from left to right: Coca-Cola, Sprite, Fanta, and醒目.
**3. The core of display rules is to occupy maximum space**
If you find the display rules too numerous to remember, just remember one sentence: "Display as many products as possible and occupy as much display space as possible." The more you display, the easier it is to maintain the display effect (otherwise, the facing will quickly shrink as consumers purchase), and the more sales opportunities you have. If you can push competitors off the shelf, you can push them out of the market.
**4. Supermarket displays are not an isolated task.**
The effectiveness of supermarket displays depends on the store's support, and the reasons for the store's support come from the following points:
a. You invest more in display fees;
b. Good after-sales service, professional and thoughtful sales staff, and good relationships;
c. Your products sell well in the supermarket;
d. Your products generate high profits for the supermarket;
e. Your promotional activities enhance the supermarket's store image, bring more foot traffic, or strengthen the supermarket's "low-price image."
Thus, supermarket displays are not an isolated task. To improve display effectiveness, you need to work on various aspects such as product portfolio design, pricing, promotions, display fees, after-sales service quality, and sales visits. Relying solely on sales visits to improve display effectiveness (especially securing display positions) becomes "water without a source" and "a single hand cannot clap."
**5. Displays are never finished; they rely on execution.**
Securing the best display position and space is only the first step. Maintaining the display effect relies on the tireless efforts of sales personnel in daily work, day after day, month after month, year after year.
Some large supermarkets use a "barcode positioning principle" for product displays (e.g., a specific product is assigned three facings; when out of stock, the price tag is reversed, and those three facings are left empty rather than occupied by other products).
However, most supermarkets allow other products to fill empty facings. In such cases, the manufacturer that supplies more promptly, has more frequent sales visits, and does more solid shelf work will better maintain its own display positions and gradually seize and encroach on competitors' positions. To some extent, supermarket display performance is a reflection of the salesperson's dedication, a contest of execution and endurance.
**6. There is no best display, only better; learn to "give and take."**
After all, the display space given by the supermarket is limited; adding a facing for one barcode will inevitably reduce the facing for another.
Therefore, supermarket displays can never be the best, only better. Based on the promotional focus of different products at different times, you must give and take, prioritizing the display of key promotional items and sacrificing the display space of "secondary" items.
**II. Practical Techniques for Supermarket Displays -- Know Yourself and Your Enemy, Adapt and Overcome**
The difficulty of supermarket displays mostly comes from the supermarket's various regulations. Therefore, being familiar with common supermarket display regulations and how to counter them allows you to know yourself and your enemy, adapt and overcome, and turn passivity into initiative.
A: Comply with the supermarket's own display standards;
Background: Each supermarket has its own display style and related display standards. In practice, manufacturers' product displays must comply with these standards. Common standards are as follows:
Analysis: The supermarket's display standards limit the display effectiveness of manufacturers' products (e.g., displaying by flavor, packaging, or price prevents manufacturers from concentrating their products). In such cases, you must design a display plan based on the store's specific conditions, while complying with the store's standards, to highlight your product's display effect as much as possible.
Actions: Common techniques are as follows:
1. Display plan design
When developing a display modification plan for your product in a supermarket, draw a display diagram of the store: including shelf width, number of layers, distribution of competitors on the shelf, pallet area, the display space you have secured, and the expected specific display positions for your product's barcodes.
2. Techniques for supermarkets that display by flavor vertically (products of the same flavor from different manufacturers are placed vertically together) (e.g., Figure 1).
Note: This mode is convenient for consumers to choose, but it prevents manufacturers from concentrating their products, making it difficult to promote their own products.
Countermeasures:
Within the same flavor zone, try to make your products "connect vertically and align in a straight line," and use the adjacent positions of two flavors to place your two flavor products next to each other, creating a concentrated display effect (e.g., Figure 2).
(Note: The same countermeasures apply when displaying by price or packaging vertically.)
3. Techniques for supermarkets that display by brand concentration (the supermarket allocates a section for each manufacturer, and products from the same manufacturer are placed together).
Supermarket shelves are generally four to six layers; the most effective shelves are the middle layers (100CM-170CM). If you use horizontal display (one product per layer), the products on the top and bottom layers will not occupy effective display positions (as shown in Figure 3); while a fully vertical display (while ensuring each SKU has at least two facings) may not allow all SKUs to be displayed due to limited space. (Figure omitted)
Note:
1 The first and fifth layers are low-efficiency display layers; the second, third, and fourth layers are effective display layers;
2 The diagram shows a fully horizontal display; A brand's item 1 and item 5 do not occupy effective display layers, thus losing sales.
Countermeasure: Use a cross-display method:
a. Do not be fooled by the existing number of shelf layers; redefine the number of layers from an effective display perspective.
b. Try to ensure every barcode has an effective display facing.
Example: As shown in Figure 4, a supermarket shelf has 5 layers. From an effective display perspective, you can redefine the shelf layers as three layers.
Note: Layers 1 and 2 are seen as one layer, layer 3 as one layer, and layers 4 and 5 as one layer.
When displaying multiple barcodes on this shelf, it is recommended as shown in Figure 5:
Note:
1 This ensures that every barcode can occupy a facing on the effective display layers (layers 2 to 4);
2 Similarly, when the shelf has 4 layers, you can redefine it as two layers...
B. Seizing display positions when entering the store
Background:
1 When a product enters the store, the supermarket buyer will specify the new product's specific display position and facings in the form of a "shelf allocation table" (the store manager can make minor adjustments during implementation). Once the allocation table is confirmed, it cannot be easily changed.
2 When a new product enters, the ordering department will work with the supplier to determine the minimum order quantity and initial order quantity for each SKU.
Actions:
1 When a new product enters, negotiate with the buyer to secure the most "favorable display conditions." Common negotiation directions are as follows:
a. Use promotions to enhance display:
For example, if your product enters the store, you should also run a significant promotion;
b. Promote unique selling points:
Your product has unique selling points compared to existing similar products in the supermarket, which can bring new consumer groups and increase the overall sales of that category on the shelf (e.g., if the supermarket's existing products are all mid-to-high priced, your product has an advantage in the low-price market);
c. Exclusive benefits for the supermarket:
(For example, exclusive distribution of a barcode, lower price, higher profit, better after-sales service);
d. Annual plan outlook:
Your annual promotion plan and advertising investment plan for the supermarket;
e. Use competitive psychology:
Your product's sales growth in other supermarkets;
f. Use weak competitors:
A certain competitor (a weak brand with poor sales) currently occupies a certain number of facings. If you give me the same facings, I guarantee to achieve a certain sales volume and profit.
2 Ensure the first delivery is complete:
Once the shelf allocation table is set, the first delivery must be 100% complete with all SKUs in full quantity, and communicate with the store manager to ensure the allocation table is fully implemented. Conversely, if the first delivery lacks items, it will lead to a "shrinkage" of the hard-won display space, and you may even have to pay new product barcode fees again during the next restocking.
3 Adjust the minimum order quantity:
Most supermarket orders are computer-generated. The minimum order quantity set at entry will affect the supermarket's order quantity and safety stock for your product for a period, thereby affecting sales and display effectiveness. Therefore, when determining the minimum order quantity at entry, sales personnel should actively participate and propose adjustments.
C. Seizing display space during daily visits
Actions:
1 Plan visit times: Understand the competitor's sales representative's visit times to the supermarket, and adjust your visit to follow closely, weakening their display results and seizing facings as soon as possible;
2 Remember that every promotion is an opportunity to expand facings;
3 Seize weak brands: When discussing expanding facings with the store manager, focus on seizing weak brands' facings -- emphasize: "Brand X's sales have been declining, yet it occupies such a large shelf. If you give me that many facings, I guarantee to increase sales by a certain amount";
4 Wait for opportunities: The layout of pallets and shelves in each supermarket department generally does not change, but adjustments are made during renovations, anniversaries, seasonal changes, holidays, new product entries, and product phase-outs. These are the best times to seize facings (especially when competitors are out of stock, out of stock, or removed from shelves for violations; your product should immediately take advantage of the situation, using strong promotions as leverage to negotiate for facings);
5 Sales representative alliance: Form an "alliance" with sales representatives from other brands -- "In the future, when we go to the supermarket to tidy up, we won't compete with each other; we'll all go after Brand X's facings";
6 Facing exchange: Even if there are "idle" facings far from your display area, seize them because you can exchange these "spoils" with other manufacturers for useful facings, or use them as favors (seeking cooperation with that manufacturer's sales representative);
7 Timely supply: Understand each supermarket's sales volume, help the supermarket adjust your product's safety stock, and deliver promptly to ensure that facings do not decrease due to stockouts or missing items;
8 Seek assistance with displays: Build good relationships with the store's restocking staff, and ask them to take care of your product's display facings when you are not in the store. Form alliances with restocking staff from other manufacturers (non-competitors) so that when one party is absent, the other can assist with displays.
D. Special displays and promotional displays
Background:
1 Supermarket pallets and end caps are given priority to promotional products.
2 Products featured in the DM are given priority for pallets, and may even have pallet fees reduced or waived.
3 During holidays:
a. Sales surge during holidays, and the proportion of pallets and end caps almost equals the proportion of sales. During this period, special display fees increase and are in high demand. Often, before the holiday, the best pallet positions are already booked, and the remaining pallet fees skyrocket, sometimes even going to public auction to the highest bidder;
b. Special holiday pallet regulations:
For example, during the Spring Festival, supermarkets reduce pallets for low-margin products (such as instant noodles);
During the Mid-Autumn Festival, all product pallets give way to mooncakes.
Actions:
1 When seeking special displays, always attach a promotion plan to save display fees;
2 Strive to be featured in the DM:
Understand the supermarket's DM publication schedule, submit promotion applications 1-2 months in advance, and strive to be featured (be careful to find out competitors' promotional activities during the same period to avoid your promotion being too weak and ending up "accompanying the prince in his studies" -- paying DM fees and pallet fees without sales);
3 Annual agreement:
When signing an annual pallet fee agreement with the supermarket, stipulate that the store cannot temporarily demand additional holiday pallet fees during the contract period;
4 Plan ahead for major holidays:
Submit promotion plans 2 months in advance for major holidays to secure special displays, and follow up continuously. Avoid starting too late and being squeezed out or paying higher fees.
E: Develop cold display zones
Actions:
1 Seize the transit warehouse
Supermarkets set up transit warehouses in areas close to the shelves (top shelves, bottom shelves, both sides of stairs, corners near the entrance) to store small quantities of goods for easy restocking by staff.
Although transit warehouses do not directly generate sales, they are equally important:
a) The store's restocking staff take goods from the transit warehouse to restock shelves. If your product's inventory in the transit warehouse is insufficient, it will directly lead to your facings being squeezed by competitors. Therefore, each visit should assist the store's restocking staff in fetching goods from the warehouse to ensure sufficient inventory in your product's transit warehouse (especially the transit warehouse near your product's shelf).
b) The top and bottom shelves can be used for empty box displays, which also serve as a display (currently, most supermarkets do not charge for this type of display).
2 Develop a second display space
Think outside the box and develop display areas outside your product's shelf area.
For example, if the good pallet positions in the instant noodle area are taken, you can try to secure pallet positions in adjacent areas (such as the grain and oil area, or the deli area). The pallet fee may be lower, and because your product is different in that area, it will be very eye-catching and have a good promotional effect.
3 Develop dead corners
Dead ends of supermarket aisles are usually business dead zones with low foot traffic and low sales. Manufacturers can try to buy the annual pallet space in the dead corner near their product's shelf at a very low price, then communicate with the supermarket to set up large posters, cartoon POP, free tasting tables, mirrors, etc., to guide foot traffic and activate the dead corner.
F. Other related techniques
Actions:
1 "Two fast plus one high"
When displaying, use your two best-selling items to flank a smaller-selling but high-profit item in the middle, driving sales of the high-profit product and increasing profits.
2 "Tian Ji's horse racing"
When a competitor runs a special price promotion on a certain item, place a relatively lower-tier item of your own next to it at a special price.
4 How to take stock of sales:
Establish a sales ledger for your product and conduct periodic inventory checks with the supermarket. Reflect on the sales of each item, promptly promote weak items to boost sales, and proactively remove items that cannot improve sales and replace them with another item. This prevents your product from being ranked last in sales at the supermarket, which could lead to reduced facings or even removal.
5 Cleverly write special price POPs
Some supermarkets stipulate that posters cannot write comparisons like "original price, special price." In such cases, you can write the prices of your product by flavor/specification on the poster -- write higher prices for slow-moving varieties to highlight the low prices of the fast-moving ones (e.g., Seafood flavor 1.6 yuan/pack, Braised Beef flavor, Pork Rib flavor 1.4 yuan/pack). At the same time, display fewer slow-moving varieties to achieve the goal of not violating rules while clearly conveying the special price information.
6 Use of work schedules
Effective supervision by sales supervisors is essential for the quality of visits and display execution of supermarket sales personnel. Recommended methods are as follows:
a. During inspections, supervisors should record the display improvements needed in each supermarket and set improvement goals for each store based on specific conditions;
b. Use a work schedule to specify the specific requirements for display improvements (e.g., increase several facings, move a product's shelf to a certain layer), the person responsible, completion time, assessment criteria, inspector, and reward/punishment measures;
As shown in the table below:
Work Item | Person Responsible | Completion Time | Assessment Indicator | Inspector | Inspection Time | Reward/Punishment
c. Once the work schedule is set, do not listen to any "objective reasons" and strictly implement rewards and punishments according to the agreed inspection time.
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