---
title: "Display Guidelines for RT-Mart Supermarkets"
description: "The display of terminal products directly affects product sales and image presentation. Daoyuan Xiaobian summarizes the nine-character policy, ten-point display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically elaborating 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 dogmatic."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-12"
language: "en"
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---

# Display Guidelines for RT-Mart Supermarkets

> The display of terminal products directly affects product sales and image presentation. Daoyuan Xiaobian summarizes the nine-character policy, ten-point display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically elaborating 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 dogmatic.

The display of terminal products directly affects product sales and image presentation. Daoyuan Xiaobian summarizes the nine-character policy, ten-point display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically elaborating 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 dogmatic.

1. Nine-Character Policy
1. **"Quantity"** As the primary principle of display, "quantity" naturally has its important significance. 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 sense of volume is also an important condition for the vivid image of the store.
2. **"Collection"** Products of the same category should be displayed together on adjacent shelves or in adjacent positions. The requirement of centralized display is also a manifestation of "volume display," making it easier for customers to find the brand or variety they need according to the centralized category.
3. **"Ease"** Easy to take, easy to put back, and easy to restore is one of the conditions for good product display. Because even if the display (stack) is beautiful and grand, if it is inconvenient for customers to take or put back, then no matter how beautiful the display is, it cannot achieve the purpose of promoting sales.
4. **"Completeness"** This means that when displaying products, try to ensure that a brand or series of products is complete and displayed together, so that customers have a greater choice. In terms of display, it also reflects neatness and beauty.
5. **"Cleanliness"** Hygiene and cleanliness are requirements for product display and the entire store environment. While displaying products, store staff should promptly clean the products and the shelves or stacking positions, wipe off dust from products in time, and reflect the freshness of the products.
6. **"Association"** Many products are associated in the minds of customers. When customers buy a certain product, they may need related products to match, or through the careful arrangement of store staff, they may find that buying product A plus product B is a good match. Therefore, associated product display is very necessary. (For example, toothpaste and toothbrushes, tea sets and tea leaves, trash cans and trash bags, etc.)
7. **"Time"** Store staff need to pay attention to the shelf life and expiration date 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 products in the front row of the shelf are taken by customers, the replenishment staff should first push the products in the back row to the front, and then replenish the new products with fresh production dates to the empty spaces in the back row.
8. **"Brightness"** This means that the display position should be placed in a location with good lighting, good visual effects, and sufficient brightness to ensure that products are easy to see and find.
9. **"Color"** Many customers make impulse purchases in stores. Besides price, variety, and volume, the beauty of the product's outer packaging and visual impact are also important factors that trigger impulse buying. Therefore, when displaying products, store staff should pay attention to the color matching of various products, with appropriate combination of warm and cold tones, and avoid placing different products of the same color side by side to prevent visual confusion. Products with similar packaging should be distinguished.

2. Eighteen Display Rules
**1. Primary Guidance Rules**
**1) Keep Clean**
> · Ensure that the displayed products are neat, clean, and undamaged;
> · Ensure that the shelves are clean, undamaged, and free of rust;
> · Ensure that price tags are neat, clean, and undamaged;
> · Ensure that promotional aids (such as shelf stickers, POP, jump cards, etc.) are neat, clean, and undamaged.

**2) Timely Replace Damaged Products**
Damaged products will no longer generate sales and will affect the corporate and brand image, so they must be replaced promptly.

**3) Trademark Facing Outward**
The product label must be uniformly facing the consumer, and the product should not be placed flat, sideways, or upside down, achieving a neat, beautiful, 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 people's aesthetic habits. However, sometimes for image promotion, large packages such as New Year goods and gift boxes are placed on the top shelf, which is an exception. In addition, if the shelf is too high (e.g., 2 meters), the top shelf can only serve as a promotional display, so outer boxes and shopping bags can be used to occupy space and display the image.

**5) First In, First Out**
First in, first out is a basic rule in warehouse management, and it also applies to supermarket shelves. According to the production date, place products produced earlier in the front and recently produced products in the back to avoid expired products.

**2. Intermediate Guidance Rules**
**1) Price Visibility**
**Price tags must be accurate, clear, and eye-catching.** They can be compared with similar products to increase the promotional effect of the product display. When promoting, the promotional price tag must clearly indicate the original price, current price, and the reason for the price reduction. **At any time, the following five mistakes must not be made:**
> No price tag found;
> Incorrect price tag;
> Misplaced price tag;
> Overlapping old and new price tags;
> Inconsistent prices between promotional area and regular shelf.

**2) Full Display**
**Make sure your products fill the display shelves to increase the fullness and visibility of the product display.** As the saying goes, "Goods sell like a mountain," consumers generally believe that a large quantity of goods means bestsellers and freshness, and a full display can prevent competitors from occupying the display space. When the shelf inventory is insufficient to fill the display, move the products in the back to the front. If the goods are truly insufficient, use empty boxes, shopping bags, etc. to occupy the display space.

Inventory clerks should promptly count the shelf's incoming and outgoing flow, order in time, ensure the shelf's safety stock, and strictly prohibit out-of-stock situations. However, a full display does not mean that the more products on the shelf, the better. In fact, under the premise of ensuring a full display and no out-of-stock, it is not a bad thing to have less stock.

**3) Color Contrast**
Products of the same type (with the same packaging color) are concentrated together to form a "color block" display effect. Different "color blocks" of the same color system should be placed as far apart as possible to make it easier for customers to distinguish and achieve a prominent display effect.

**4) Right Place**
That is, the best-selling products should be placed in the best position on the shelf, which is also the position with the largest sales per unit area (ping efficiency), such as the front 1/4 to 1/2 of the shelf area in the direction of customer flow and between eye level and reach level (**1.2 meters to 1.45 meters**). This is where best-selling products should be placed.

**5) Maximum Display Area**
Product display should occupy as much display space as possible. Each SKU should ensure a minimum display width of 20 centimeters. The larger the display area, the larger the sales volume. Capturing the consumer's "eyeballs" is the first step to stimulate impulse buying. 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 major 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 product is often displayed with certain products, consumers will eventually think they are the same category. At the same time, your main competitor's consumer group is exactly your target consumer group. You can use the competitor's appeal to attract customers to you, and then through promotional staff and activities, successfully intercept the competitor's potential customers.

**3. Advanced Guidance Rules**
**1) Centralized Display**
**Centralized display includes brand concentration and item concentration.** Brand concentration means displaying all products of the company's brand together under one display form, and also concentrating all products under sub-brands. Item concentration means displaying products of different sub-brands separately according to different product specifications (packaging form, packaging weight) and different flavors. Obviously, concentrating products makes it easier to create momentum and the display effect is more prominent.

**2) Prominent Display**
Place key items in the most prominent position, maintain the best order, arrange the largest display space, and achieve a clear primary and secondary structure so that customers can see at a glance. Because key products represent the company's good market image and are also the best-selling products, they must be shown more to consumers.

**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 vertically in blocks, occupying only part of the display space of several consecutive shelves.

In practice, arrange the main shelf display as much as possible in a partial vertical display manner, first ensuring the vertical display of the brand, and then considering packaging color (flavor) and packaging specifications.

**4) Best Position**
Different positions in the display area are directly related to sales. For normal shelves, strive for the best display position. When purchasing special display positions, never only look at the price; calculating the input/output ratio is the most scientific. And the display area in the store should be relatively fixed (fixed position rule), so that old customers can easily find it.

**5) Dynamic Display**
Display should not be rigid; there should be certain vivid measures to attract consumers, not only during promotional periods. You can add beautiful shelf stickers, POP, jump cards, hanging flags, hanging plates, and other promotional aids, or use lighting, sound, and other marketing vividness, or simply 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 both convenient for consumers to take and shows the good sales status of the product. These are all vividness.

**6) Multi-point Display**
Multi-point display refers to displaying products in different display forms in different display areas, which does not conflict with centralized display. For example, in addition to normal shelves, there are special displays (hanging strips, pillar wraps, end caps, stacks, etc.), and in addition to the normal 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 products of a company as possible in all categories on a normal shelf, which can meet the needs of different consumers, increase sales, enhance the company's image, and increase the influence of the products; 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 codes, **and uniformity requires a unified standard 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.

3. Interpretation of Ten Display Standards in Stores
**Modern terminal KA system store operators are always thinking about:** How to make limited display area bring more profit? The newly emerging position of "display designer" 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 supplier products are coded, they must first follow their display standards, so learning their operational standards is more practical.

**The following are the ten display points for RT-Mart. After learning the above eighteen display rules, you will understand the retailer's display standards at a higher level.**

1. Our company is a self-service wholesale warehouse, so product configuration should be coordinated with product labeling (such as shelf cards, POP) and various signs, so that customers can easily see, take, and buy the products they need. (Note: This should support some of our promotional aid requests.)
2. Use high shelves, stackers, pallets, and other tools, combined with large-scale display, to establish the image of a company wholesale warehouse. (Note: Use "pallets" to make stacks; the top of too-high shelves can display promotional materials.)
3. Products configured 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 configured at both ends of the shelves near the aisles to attract customers to enter the shelves to select products; impulse-buying products should be configured on the main walking lines (including the checkout area, but the unit price should not be too high). (Note: If product sales are not good, the display position will be affected!)
4. Associated display is the first principle to be followed in display. The so-called associated display refers to displaying products by function, not by manufacturer. (Author's note: The centralized display rule may be difficult to implement here!)
5. Price: When displaying, consider displaying in order of price from high to low, and place products with similar prices together. (Note: This is another restriction on our display rules such as being adjacent to competing brands.)
6. Packaging: Try to make vertical display, with the display method of bottom heavy, top light (Note: Consistent with our requirements.)
7. Color: Distinguishing by color is easy to attract customers' attention and make them stop to buy. Usually, vertical display can better show beauty (Note: Color contrast is distinct, consistent with our requirements.)
8. Do not frequently change the product display position to avoid customers not finding products (Note: Fixed position rule.)
9. Each product display surface should be greater than 20 centimeters (Note: The single product display area requirement for maximizing display area.)
10. High-margin products should be displayed on shelves at the same height as customers' line of sight (about 120 centimeters, commonly called the golden line).

**-END-**

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