---
title: "Front Cold, Back Warm, Logo Outward, Timely Maintenance: How Red Bull Does Merchandising"
description: "This article shares practical merchandising methods and experiences for FMCG sales representatives, focusing on two key actions and seven steps: product organization and tool usage. It details a four-step process for organizing refrigerators, key points like front-cold-back-warm and logo-outward placement, and strategies for different customer types."
author: "吴锋"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2016-07-09"
language: "en"
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original_source: "https://mp.weixin.qq.com/s/daBIuPA4Y76UvnyeaQLHmg"
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---

# Front Cold, Back Warm, Logo Outward, Timely Maintenance: How Red Bull Does Merchandising

> This article shares practical merchandising methods and experiences for FMCG sales representatives, focusing on two key actions and seven steps: product organization and tool usage. It details a four-step process for organizing refrigerators, key points like front-cold-back-warm and logo-outward placement, and strategies for different customer types.

The following is a summary of my methods and experiences for your reference. In fact, merchandising approaches are similar across FMCG companies; I've compiled the following aspects:
**Definition**: The process by which a sales representative executes product displays in terminal customer stores according to company requirements, making the product vivid and self-selling.
**Brand execution elements**: Visible, accessible, convenient, and high-quality.
**Product display principles**: See it, get it, buy it (drink it).
**Product execution methods**: First-in-first-out, solid display, remove plastic wrap, correct price tags, multi-point centralized display, same brand vertical display, same packaging horizontal display, etc.

A frontline salesperson who hasn't weathered storms can't see rainbows. For terminal sales reps with years of experience, true experts should know the two main actions and seven steps of merchandising execution.

**First Action: Product Organization (4 steps):**
Refrigerator → Shelf → Stack (multi-point display) → Warehouse inventory (best path for restocking)

**Second Action: Tool Usage (3 steps):**
Corresponding product price tags → In-store arrangement from top to bottom → Out-of-store arrangement

**1. Perfect refrigerator organization saves time in the store; 4 steps:**
Step 1: Remove 1-2 facings from the far right of the refrigerator, placing them in a shopping basket.
Step 2: Organize the normal facings of each product from left to right, recording the quantity needed for restocking. When done, 1-2 facings will be empty on the left.
Step 3: Use the basket or cart to first take the quantity needed for the right side of the refrigerator from the shelf, then the quantity for the left side (if insufficient, take from stacks or warehouse).
Step 4: Quickly restock from left to right, restoring normal facings (give special attention to your own products).

**2. Key points for organizing refrigerators:**
1. Front cold, back warm (first-in-first-out principle).
2. Ensure can fronts are uniformly facing outward. Other tools may be absent, but price tags are mandatory.
3. Give special care to your own products based on store sales.
4. If the refrigerator isn't cooling, remind the owner to repair it promptly. Clean and maintain the refrigerator regularly according to cold drink equipment management, and demonstrate to the owner once.

**3. Methods for organizing refrigerators:**
Put yourself in the owner's shoes: during peak season, the refrigerator is a key money-making tool. The variety of chilled products attracts consumers and increases purchases, boosting revenue. So before organizing, communicate with the owner and staff. Without budget investment, don't arbitrarily expand the facing of a single product; only restock your own products and tidy the facings. During the process, pay attention to details to show professionalism and gain the owner's acceptance:
A. For average-selling customers, keep the original facings unchanged; stop after filling.
B. For high-volume customers, to increase your product's facing (from 1 to 3), you must arrange the entire refrigerator's facings to satisfy the owner. Everyone knows effort pays off, but if every store does this, it's overwhelming! So, be selective about which customers' refrigerators to expand; experts understand this.

**4. Refrigerator organization target breakdown:**
The refrigerator is our friend, the fastest place to turn product into cash. During peak season, set a daily target for organizing refrigerators based on your route; 15 stores is recommended. Format:
1. By customer level: 3 flagship stores, 5 key stores, 7 regular stores.
2. By business need: 5 for relationship maintenance, 5 for market capture, 5 to counter competitors.

**5. Opportunities for organizing refrigerators (image sharing):**
1. If others stuff products without giving us a chance, we do the same!
2. Best time to build relationships: help arrange the entire refrigerator, and give special care to your own products (facing can go from 1 to 2).
3. If a store doesn't allow your display, that's an opportunity to "kill two birds with one stone" (facing can go from 1 to 3).
4. Also seize opportunities in regular stores (facing can remain unchanged).

-END-

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