The display of products in stores directly affects sales and brand image. The author summarizes eighteen rules for suppliers doing supermarket displays, categorized into beginner, intermediate, and advanced levels. Beginner rules are easy to align with KA systems and are basic requirements; intermediate and advanced rules may be constrained by store display management policies or marketing budgets, requiring flexible application. Although there are many display rules, they are not restrictions but guidance based on science and practical experience, to be applied flexibly.
Part 1: The Eighteen Display Rules
I. Beginner Rules
- 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 materials (e.g., shelf strips, POP, wobblers) are neat, clean, and undamaged.
Replace Damaged Products Promptly Damaged products no longer generate sales and harm corporate and brand image; they must be replaced promptly.
Labels Facing Out Product labels must uniformly face consumers. Products should not be placed flat, sideways, or upside down, achieving a uniform, attractive, and eye-catching display.
Heavy and Large at Bottom, Light and Small at Top Place heavy and large items on lower shelves, and small and light items on upper shelves. This keeps the center of gravity low for safety, facilitates consumer access, and aligns with aesthetic preferences. However, for promotional purposes, large packages like New Year gifts or gift boxes may be placed on top shelves. If shelves are too high (e.g., 2 meters), the top shelf may only serve promotional purposes, so use outer cartons or shopping bags to occupy space and display the brand.
First In, First Out (FIFO) FIFO is a basic warehouse management rule, also applicable to store shelves. Place earlier-produced items at the front and newer items at the back to avoid expired products.
II. Intermediate Rules
- Prominent Pricing Price tags must be accurate, clear, and prominent. Compare prices with similar products to enhance the promotional effect. During promotions, clearly indicate original price, current price, and reason for discount. Avoid these five mistakes:
- Missing price tags
- Incorrect price tags
- Misplaced price tags
- Overlapping old and new price tags
- Inconsistent prices between promotional and regular shelf areas
- Full Displays Keep shelves fully stocked to increase product visibility and fullness. As the saying goes, "pile goods high to sell well." Consumers perceive abundant stock as popular and fresh, and full displays prevent competitors from taking over space. When stock is insufficient, move products forward or use empty boxes or bags to fill the space.
Stock clerks should track inventory flow and reorder promptly to maintain safety stock and avoid stockouts. However, full displays do not mean overstocking; as long as shelves are full and no stockouts occur, keeping less inventory is not necessarily bad.
Contrasting Colors Group products with identical packaging colors to create "color blocks." Separate different color blocks to help customers distinguish and highlight products.
Right Place Place best-selling products in the best shelf positions, which are also the highest sales per unit area (productivity). For example, the area from the front 1/4 to 1/2 of the aisle at eye level and reach height (1.2m–1.45m) should hold bestsellers.
Maximize Display Area Occupy as much display space as possible. Each SKU should have at least 20 cm of shelf width. More display area leads to more sales. Capturing consumer attention is the first step to impulse purchases. Only by occupying more space than competitors can you gain more sales opportunities.
Adjacent to Key Competitors Place your display next to major competitors, and your star products next to their star products to highlight your features. Isn't it true that wherever Coca-Cola is, Pepsi is often nearby? Remember the saying, "birds of a feather flock together." If your product is often seen with certain products, consumers will eventually consider them the same category. Your main competitors' customers are also your target consumers. Leverage competitors' appeal to attract customers and intercept their potential buyers through promotions and staff.
III. Advanced Rules
Centralized Display Centralized display includes brand centralization and item centralization. Brand centralization means displaying all products of a brand together, including sub-brands. Item centralization means grouping products by different sub-brands, specifications (packaging type, weight), and flavors. Centralizing products creates a stronger visual impact and better display effect.
Highlight Display Place key items in the most prominent positions, with the best order and largest shelf space, showing clear priority and structure. Key products represent the company's market image and are bestsellers, so they must be shown more to consumers.
Vertical Display Vertical display can be complete or partial. Complete vertical display means one item or brand spans from top to bottom shelves. Partial vertical display means one item or brand occupies a block of consecutive shelves. In practice, use partial vertical display for main shelves, prioritizing brand verticality, then packaging color (flavor) and size.
Best Position Different positions in the display area directly affect sales. For regular shelves, strive for the best positions. When purchasing special display positions, don't just look at price; calculate the input/output ratio. Also, keep display areas relatively fixed (fixed positioning rule) so regular customers can find products easily.
Dynamic Display Displays should not be static; use visual merchandising to attract consumers, not just during promotions. Add attractive shelf strips, POP, wobblers, hanging flags, or ceiling decorations, or use lighting and sound. Alternatively, on a full display (e.g., a stack), intentionally remove a few front items to show good sales and facilitate access.
Multi-point Display Multi-point display means using different display forms in different areas to showcase products, which does not conflict with centralized display. For example, besides regular shelves, use special displays (hanging strips, column wraps, end caps, stacks) and place displays at checkout counters or escalator areas.
Full Assortment and Uniformity Full assortment means displaying as many of a company's products as possible on a regular shelf, meeting diverse consumer needs, increasing sales, and enhancing company image. Uniformity means the overall display style and tone should be consistent, and promotional materials should be uniform. However, full assortment may be limited by listing constraints, and uniformity requires standard guidelines. Note that full assortment and uniformity apply only to regular shelves; special displays (end caps, stacks, column wraps) are usually for specific items or brands and are not included.
Part 2: Interpreting RT-Mart Display Standards
Modern KA store operators constantly think about how to maximize profits from limited display space. The emerging "display designer" positions in the job market reflect this need. These KA stores have their own display management rules based on overall product performance. After products are listed, suppliers must first follow these standards, so learning their operational rules is more practical.
The following is an excerpt from RT-Mart's operational standards. After learning the eighteen rules above, you will better understand these retailer display standards.
As a self-service wholesale warehouse, product placement should be accompanied by clear labeling (e.g., shelf tags, POP) and signage, making it easy for customers to see, reach, and buy products. (Author's note: This should support some of our promotional requests.)
Use high shelves, stackers, and pallets to support mass displays, establishing the wholesale warehouse image. (Author's note: Use pallets as bases for stacks; top shelves can display promotional items.)
Products near the entrance must be high-turnover items, so customers start buying immediately upon entering. Bestsellers should be placed at the ends of aisles near walkways to attract customers into the aisles. Impulse-buy items should be placed on main walkways (including checkout areas, but unit prices should not be too high). (Author's note: If sales are poor, display positions may be affected!)
Related-item display is the first principle: display products by function, not by manufacturer. (Author's note: Centralized display may be difficult here!)
Price: Display products in order of price, grouping similar prices together. (Author's note: This is another restriction on our rules like being adjacent to competitors.)
Packaging: Use vertical display as much as possible, with heavy and large items at the bottom and light and small items at the top. (Author's note: Consistent with our requirements.)
Color: Using color to differentiate attracts customer attention and encourages purchases. Vertical display often shows beauty better. (Author's note: Contrasting colors, consistent with our requirements.)
Do not frequently change product display positions to avoid customers not finding products. (Author's note: Fixed positioning rule.)
Each product's display width should be greater than 20 cm. (Author's note: Maximizing display area for individual items.)
High-margin products should be placed on shelves at eye level (about 120 cm, often called the golden line). (Author's note: Right place rule.)
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