Golden September and Silver October mark the peak season for candy and snack sales. Not only are distributors accelerating their distribution, but retail stores are also preparing for the mini sales boom. A well-executed display is the store's first business card. When customers see refined and user-friendly product displays, they are more likely to immerse themselves in shopping, and the resulting sales performance is remarkable. Hence, product display requires patience and persistence in both research and practice.
Why Emphasize Display? For FMCG products, especially candy in retail channels, impulse buying is the primary driver, particularly in the brief moments when customers first enter a store. Therefore, an excellent display becomes the first powerful promotional line for merchants.
Three Principles of Display
1. Wide Distribution – Easy to Buy The primary condition for display is that customers and staff can easily see, find, and access the products. Thus, every displayed item must meet this basic requirement.
2. Visible and Obvious – Easy to See Place key items in prime positions and do not obscure brand products. On the same shelf, different display positions can lead to varying sales due to different customer viewing patterns. Generally, products placed at eye level sell the most, while those requiring customers to look up or squat down sell less. Brand products are crucial for store traffic; based on their sales characteristics, they can be categorized as key, auxiliary, or other items, and their positions adjusted accordingly. However, they should not be deliberately blocked or hidden.
3. Within Reach – Easy to Get Similar to the visibility principle, display height should be within easy reach of staff or customers. This is especially important for candy, as children are a major consumer group.
Creating an Effective Display
Best Display Location: Choose areas with the highest foot traffic, close to candy displays. This is particularly evident in spring candy displays.
Best Shelf Position: Consider both shelf width and height. Currently, chocolate displays are particularly well-executed.
Regionalized Display: Steps include consolidating sizes and giving the best shelf positions to the fastest-selling candy and snack brands.
Multiple Display Faces: To increase impulse purchase rates.
Correct Product Presentation: Ensure products are displayed properly.
Accurate and Clear Pricing: All products should have price tags that accurately reflect prices and are clear and prominent.
Maximize Use of Promotional Materials: Use the latest promotional materials, brand-specific materials, update them regularly, and place them where all consumers can see them. Refer to other products to increase usage. Promotional materials include posters, hanging flags, plastic shelf talkers, danglers, and display cartons.
Checkout Counter Display: The checkout counter is the last sales opportunity. Choose a suitable counter, preferably in high-traffic aisles.
Promotional Display: Choose the best location (main consumer traffic flow, ample space), select appropriate products (fast-moving items, seasonal products), highlight key points (appropriate brands and items), and use regionalized displays and promotional materials.
Prevent Theft of Valuable Items: Valuable items prone to theft should be displayed in closed cabinets with dedicated staff management and daily handover.
Typically, items that are targets for theft include well-known brand products, bestsellers in the local consumer circle, higher-priced items, and products frequently reported missing in store inventories. These require special display designs, such as empty box displays, anti-theft magnetic strips, or closed cabinet displays.
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