---
title: "Complete Guide to Terminal Merchandising Management: Boost Terminal Atmosphere by 300% in 30 Days!"
description: "Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.' Only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising."
author: "徐涛"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-04-26"
language: "en"
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---

# Complete Guide to Terminal Merchandising Management: Boost Terminal Atmosphere by 300% in 30 Days!

> Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.' Only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising.

Terminal merchandising refers to displaying products and promotional materials in prime locations to attract consumer attention and stimulate purchase desire, enabling products to 'self-sell.'
From the channel perspective, only when value exchange with consumers is completed does the sales chain become truly whole. Product sales require both push and pull effects; the first element of pull is how the product is presented to consumers, which is the essence of terminal merchandising.
Below, the author shares how to manage and assess terminal merchandising through case studies.
**I. Basic Requirements for Merchandising**
(1) Basic Principles of Merchandising
1. First Sight Position/Golden Position Requirements: The 'first sight position' is the area easiest for customers to see or reach, contributing most to sales, often called the 'golden line.' (Diagram):
The height range of the 'first sight position' (150cm~180cm) is the optimal height/area for all merchandising activities.
'Golden position' is similar to 'golden line'; it is also the area easiest for customers to see or reach, also called 'best position' or 'prominent position.' Besides the 'golden position,' customer thoroughfares such as terminal exits, entrances, cash registers, bars, hall centers, elevator entrances, etc., are all 'golden positions.' These are the most suitable for merchandising.
2. Product Display Principles
(1) Applicable to all sales channels;
(2) Display methods include: table displays, bar displays, shelf displays;
(3) Choose or be close to the first sight position/golden position as much as possible;
(4) Display faces should be as large, full, prominent, and concentrated as possible;
(5) Same brand vertical display, same specification horizontal display;
(6) Packaging from small to large, light on top, heavy on bottom, easy to reach;
(7) First-in, first-out principle;
(8) Bottles kept clean, front label facing consumers;
(9) Multi-point display to increase sales opportunities.
3. POP Usage Principles
(1) Applicable to all sales channels;
(2) Posting should be as close as possible to first sight positions and golden positions;
(3) Post multiple copies along consumer traffic routes and main pedestrian thoroughfares;
(4) In principle, the number of postings at terminals should not be less than two and not more than four;
(5) The product promoted by the poster must be available at the point of sale;
(6) Post in areas not easily rained on;
(7) Maintain image; do not post in poor display areas such as toilets or kitchens;
(8) Keep posters clean and neatly posted; regularly revisit, replace, and replenish to avoid being covered by other posters;
(9) During promotional activities, prioritize posting promotional posters at points of sale.
**(II) Standards for Catering Terminal Merchandising**
1. Display Standards for Image Stores
(1) Display face must account for at least 50% of the hotel's entire liquor shelf (unless special requirements from the hotel);
(2) All products must be displayed together;
(3) Both outer boxes and bottles must be displayed, with at least 3 bottles per display face;
(4) All products must face outward;
(5) Clear price tags are required.
2. Promotion Standards for Image Stores
(1) Display boxes at the bar or hotel liquor storage area, at least 2 boxes, with intact packaging;
(2) Place product X-stands in prominent positions in the hotel lobby;
(3) Post POP on the hotel bar, blank pillars, walls, etc., as much as possible;
(4) During promotional activities, promotional posters must be posted.
**(III) Standards for Retail Terminal Merchandising**
1. Shelf Display Standards
(1) Near the store entrance, the first or second shelf section;
(2) Middle position of the shelf, at eye level;
(3) Similar products must be displayed together;
(4) Packaging clean and intact;
(5) Each specification should have at least 2 bottles per display face;
(6) All products must face outward.
2. Promotion Standards
(1) POP or banners must be posted on retail terminal counters, walls, and both sides of the entrance;
(2) During promotional activities, promotional posters must be posted.
**II. Management and Assessment of Terminal Merchandising**
Terminal merchandising is an important market foundation work for Hejianfu Liquor and a key factor in its successful promotion. To ensure smooth and orderly implementation and create a market sales atmosphere, Hejianfu Liquor Company has established a special terminal merchandising inspection team to regularly inspect merchandising work at hotels and retail terminals, forming inspection records and reports, and incorporating them into the monthly performance assessment of business supervisors and staff.
(1) Terminal Merchandising Inspection
1. Personnel Composition and Arrangement: The Marketing Department and Sales Department each assign one person to be responsible for the construction and management of terminal merchandising, regularly guiding, supervising, inspecting, and assessing terminal promotion and display.
2. Inspection Content and Cycle
(1) Content: Check product display and promotional material usage at all Hejianfu Liquor catering and retail terminals, with specific standards referring to the above 'Catering Terminal Merchandising Standards' and 'Retail Terminal Merchandising Standards.'
(2) Cycle: The inspection team must inspect each business area once a month, and inspect terminal merchandising in at least 1-2 business areas daily.
(3) Number of Terminals: At least 20 terminals per area, including at least 10 catering terminals and at least 10 retail terminals.
3. Inspection Method: Randomly select terminals, strictly follow merchandising standards, and inspect through scoring.
**Item**| **Assessment Content**| **Score**| **Assessment Score**
Merchandising| Price tag| Clear, accurate| 2|
Product display| Good position| 2|
Products placed together| 2|
Labels facing outward| 1|
Products neat and clean| 1|
Promotional material use| Reasonable, no waste, good image| 2|
Total|
**(II) Terminal Merchandising Assessment:** Hejianfu Liquor's terminal merchandising work will be directly linked to business personnel's performance pay, with 10% of the performance pay of business supervisors and salespeople as the assessment pay for terminal merchandising. Specific assessment standards are as follows:
1. Assessment Method: The inspection team records or reports on the merchandising work of each area monthly. Among the 20 terminals inspected, rewards and penalties are given to personnel who achieve or fail to achieve certain ratios.
2. Assessment Standards
**Assessment Object**| **Assessment Indicator**| **Achievement Rate (%)**| **Reward/Penalty Standard**
Business Supervisor/Salesperson| Terminal Merchandising| 100%| Full performance pay plus designated reward
90%| Full performance pay plus designated reward
70%—90%| Deduct performance pay proportionally, no reward
<70%| Deduct performance pay proportionally, no reward
Note: The achievement rate for business supervisors is the ratio of the total number of terminals inspected by all business personnel in their responsible area.
Attachments:
1. 'Hejianfu Liquor Terminal Merchandising Inspection Form'
Name: Area: Inspection Time:
Terminal Name| Terminal Type| Compliant (Yes/No)| Inspection Time
2. 'Hejianfu Liquor Terminal Merchandising Inspection Summary Form'
Month:
Name| Area| Compliance Rate (%)| Reward/Penalty Amount
**Source: Baijiu Distributor Academy**
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