---
title: "How Powerful Is Terminal Visual Merchandising? This Is How You Boost Sales in the Beverage Peak Season!"
description: "During the peak season, beverage manufacturers engage in a distribution war, and the basic daily tasks for frontline sales representatives are to stock storefronts, shelves, and freezers. However, there is significant skill involved in these tasks. The author summarizes six standard actions for terminal operations: carry, cut, paste, move, arrange, and stuff, which guide sales reps on what to do and how to do it effectively."
author: "赵波"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2017-06-16"
language: "en"
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markdown: "https://xinjignxiao.com/en/articles/how-powerful-is-terminal-visual-merchandising-this-is-how-you-boost-sale-5aaac2f0.md"
original_source: "https://mp.weixin.qq.com/s/tv_cw_q4m5su6obODS_zHg"
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---

# How Powerful Is Terminal Visual Merchandising? This Is How You Boost Sales in the Beverage Peak Season!

> During the peak season, beverage manufacturers engage in a distribution war, and the basic daily tasks for frontline sales representatives are to stock storefronts, shelves, and freezers. However, there is significant skill involved in these tasks. The author summarizes six standard actions for terminal operations: carry, cut, paste, move, arrange, and stuff, which guide sales reps on what to do and how to do it effectively.

Click on the image for details
Click on the image for details
Every peak season, the beverage manufacturers' distribution war begins. Pressing storefronts, stocking shelves, and filling freezers are the basic tasks our frontline sales reps do every day. But how to do these three things well involves considerable skill.
The author summarizes six standard actions for terminal operations: carry, cut, paste, move, arrange, and stuff.
Through these six words, our sales reps can know what to do and how to do it at the terminal.
**Carry:**
As the name implies, it means to take our products out of the small store's warehouse, but where to carry them to? That's where the skill lies.
Take beverages as an example. In summer, shelves and freezers sell out very quickly. A freezer can typically hold 10-15 cases of beverages. A small store with a daily turnover of 3,000-4,000 yuan can sell out in about 1-3 days. However, sales reps visit only once every 7 days. This means that after our products sell out quickly, the store owner may not replenish in time for various reasons, or competitors' products may take over the freezer space, losing many sales opportunities. Therefore, our sales reps should not only refill the shelves and freezers but also carry some products to the floor in front of the shelves. This way, when the shelves are empty, the store owner can easily replenish. If you're a bit "smart," you can also carry a few cases to the front of competitors' shelves. Then, when competitors' shelves are empty, our products have a chance to be put on the shelf.
Additionally, the place with the most foot traffic in a small store is usually the checkout counter. In mom-and-pop stores, the checkout counter is typically a cigarette display case. Many companies compete to place display stacks in front of it. But not every store requires a fee to get this prime location. Generally, store owners won't mind if you carry a couple of bottles of water and place them in front of the cigarette case. This way, many consumers buying cigarettes or paying have water at hand, and if they happen to want a drink, they can grab one.
There are countless similar examples. The core of "carry" is flexibility and mobility, seemingly unintentional but actually intentional.
**Cut:**
Cut refers to cutting open cases. There are many ways to cut beverage cases. There are also many articles and standard demonstrations about case cutting in my account; you can check them out. But note that it's not just about standard case cutting. When we place our beverages in various positions in the store as mentioned above, we must break the case and film. Through these small actions, consumers know that you are selling individual bottles, not just for display.
Below is a PPT from Kangshifu's internal training on case cutting, which basically explains the key points of case cutting.
Spare tools
Utility knife selection and use
Utility knife usage comparison
Case cutting steps and methods
"Key points for 'case cutting display':"
1. First, find a place with the best visual effect, the first place consumers see when entering the store, such as the position directly facing the door.
2. The store's aisle is also a valuable place. Even a few cases of goods by the aisle can attract consumers' attention.
3. Cleverly use "borrowing power," such as near or opposite the checkout counter, or in summer, the refrigerated cabinet is an area where consumers often linger. You can deliberately place products nearby to "borrow momentum" and increase attention.
4. Display the main specifications of the main brands. The front of the product packaging should face consumers. The height should not be too high or too low, and it should be easy to reach.
5. Try to preserve the usable information and design on the outside of the box. Reuse cut boxes to save time and effort. Use discarded cartons as templates.
6. After completing the display, deliberately remove a few products. First, this leaves gaps for customers to take, and second, it shows that the product is selling well.
7. If the store owner doesn't allow cutting, you must find a reason to persuade him, such as "it looks good and sells well" or "I'll bring some gifts to tie on next time."
JDB demonstration
First style: Simple
Second style: Convenient
Third style: Stable
Fourth style: Three-dimensional staggered layers are best
Fifth style: Respect, i.e., maximize product display
Sixth style: Transparent layer protection principle
Seventh style: Cut accurately, ruthlessly, and quickly
Eighth style: Stack calculation
Ninth style: Clear price
**Paste:**
As salespeople, every marketer is familiar with posting posters. When it comes to professionalism, many might say, "It's just posting a poster. How much skill can it involve? I can do it perfectly with my eyes closed in minutes. What professionalism is there? It's just the most basic skill for every new salesperson. How can it compare with other professional marketing skills?"
**Basic principles of poster posting:** Inside over outside, high over low.
The positions with the highest poster posting rate in mom-and-pop stores are usually at the entrance at about one person's height. But these positions have a problem: not only do you see them, but all manufacturers see them. This results in dozens of posters being posted on the wall at the store entrance every day. Your poster may be covered or torn off by other brands' posters within a few minutes or a few days. For us, **first, this increases our workload; second, our work loses its value; third, it wastes the manufacturer's material costs.** A poster costs anywhere from 50-60 cents to 1-1.5 yuan to produce. If a sales rep has dozens of posters covered every day, that's a waste of dozens of yuan for the company. So, when posting, we must note that the best positions are not necessarily the ones where people post the most. Instead, positions that are a bit higher or lower are easier to retain. Of course, if conditions allow, post indoors.
Eight principles for posting posters:
1. **In mature markets, seek coverage density; in semi-mature (or immature) markets, seek coverage effect.**
2. **Prefer left over right, and don't avoid key areas.**
3. **The strong dragon must suppress the local snake.**
4. **Don't just "post" without "speaking."**
5. **If you can't afford to provoke, don't provoke.**
6. **Carry a rag with you; don't learn from the rich, learn from the beggar.**
**Points to note during the posting process:**
**Check the wall before posting:** First, pay attention to the material of the wall. If there is dust, you can wipe it with the back of the poster, then post.
**Smooth slowly during posting:** First, peel open a corner of the poster, then pull open a small gap along the top edge, post it horizontally on the wall, and from the back, pull the adhesive paper with your right hand while using your left hand to smooth the poster flat against the wall.
**Wipe after posting:** After posting, the poster is not firmly attached. Use the adhesive paper crumpled into a ball to wipe the poster firmly. If the wall is dusty, it's best to fix the four corners with tape.
In addition, timely "reposting" is very important.
The so-called "reposting" means rechecking posted posters and making supplementary or restorative reposts. Specifically, the strategies for "reposting" include:
1. Familiarize yourself with the timing of competitors' reposting. Competitors are not easy to deal with when posting posters. So, it's very important to grasp the timing and patterns of competitors' reposting. After thorough communication with sales points and careful understanding, market promotion personnel should formulate a time-following strategy, i.e., immediately after competitors leave, our promotion personnel follow up with reposting. If you blindly stipulate reposting every X days, it's easy for competitors to find loopholes and take advantage.
2. Try to cover, not tear down. That is, try to cover competitors' posters with our own, not tear them down, because tearing down can make the posting area look untidy, affecting the effect of our poster. On the other hand, competitors may not necessarily see us as competitors when reposting; they might only post in non-related areas, which doesn't affect our poster's effect.
**Price tags and explosion tags:**
Generally, I require our team's sales reps to have explosion tags on all cut cases. If a shelf has no price tag, the display is invalid. The information on price tags and explosion tags is one of the key factors for consumers' product perception, especially for new products or consumers who have never purchased our products. Their perception of the product always starts with price. When your product lacks a price tag, you lose a lot of sales opportunities. Most companies have standard usage methods for price tags and explosion tags, so I won't go into detail here.
**Move:**
International Research Institute (RI) once conducted a market survey: only 68% of product purchases are planned; the remaining 32% are impulsive. 75% of consumers decide which brand to buy after arriving at the store.
Therefore, display (especially primary display) is very important for product sales. If you can win more display space in the store, it means winning more sales.
Studies show that moving the same product from the bottom layer to the golden position increases sales by 78%! Moving from the bottom to the middle layer increases sales by 34%! Moving the same product from the middle layer to the golden position increases sales by 63%!
The position of the product in the terminal store has a very important impact on sales. The first display position is always the golden display position, with sales opportunities generally more than 3 times that of the second display position. This is why major manufacturers spend a lot of money to place their products in good positions. But not all display positions require money. You can change shelf positions by bribing store staff with small gifts or by cleaning the shelves yourself. These are good ways to change shelf positions.
**Arrange:**
If customers can't see the product display, the brand may lose 48% of sales. Good display brings a good image to the company, good sales to distributors, good profits to the store, and good commissions to employees.
Preferred display height: the visual height parallel to the consumer's eye level, generally 1.4-1.7 meters from the ground, also known as the golden visual height.
1. Visible and easy to find
The primary condition for display is that customers and staff can easily see, find, and reach the product. Therefore, during display, ensure that every single product on display meets this basic requirement. As shown in the figure.
2. Reachable at arm's length
Similar to the purpose of being visible, the display height should be within the reach of staff or customers. As shown in the figure.
3. Front facing outward, not upside down
Products should be placed with the front facing the customer. This not only makes it easy for customers to notice but also reflects the store's basic management level. As shown in the figure.
4. Price tag corresponds to product
Price tags and products should correspond one-to-one to avoid customers having a bad impression of price traps, which reduces customer trust, and also makes it convenient for customers to buy directly. As shown in the figure.
5. Stand upright rather than lie flat, align top and bottom
Products that can be displayed upright should be displayed upright as much as possible. Besides increasing the visual area and product attention, it avoids product damage from long-term lying flat. As shown in the figure.
6. Left low, right high, price grouping
Generally, product display should follow the customer's traffic flow, displaying low-priced, mid-priced, and high-priced products in sequence. Especially, displaying low-priced products at the customer's entry direction helps form a low-price image for the store. As shown in the figure.
7. Golden position for key items
On the same shelf, because customers look differently, different display positions can cause sales to vary. Generally, products at eye level sell the most, while products that require customers to look up or squat down sell relatively less. As shown in the figure.
8. Don't cover brand products
Brand products are an important category to ensure store traffic. The store's brand products can be positioned as key products, auxiliary products, or other products based on their sales characteristics, and adjusted accordingly. But they should not be deliberately blocked or hidden. As shown in the figure.
9. Related display for good service
Reasonable display layout should be based on customer traffic and target customer consumption habits. Typically, seasonal categories and promotional items can be placed near the entrance (to increase customer entry rate), promotional categories can be placed at the junction of customer traffic (to extend customer traffic), and product association areas can be set up inside the store based on different target customer needs. As shown in the figure.
10. First in, first out to reduce expiration
To avoid expiration losses, display single items according to the first-in, first-out principle.
11. Fixed shelf positions, don't neglect
To maximize display effect and achieve solid product management, if conditions allow, stores should gradually implement shelf position management to strengthen product management. As shown in the figure.
12. Special products at end caps
In addition to basic display positions, for special products such as seasonal items, promotional items, and new items, under the premise of complying with product management, increase end cap or cart displays to create a better store marketing atmosphere. As shown in the figure.
**Stuff:**
Studies show that if a store is equipped with our freezer and it is effectively frozen, the store's sales can increase to 8 times the sales before the freezer was placed! This shows the importance of stuffing the freezer. Stuffing our beverages into our own freezers and competitors' freezers is the simplest, most direct, and effective way to increase sales.
How to stuff? Four-character principle: seize every opportunity. When entering the store and checking the freezer, casually place a few bottles of our product. Through policies like giving rewards for returning freezer cartons, or through frozen product reward policies, you can effectively stuff products into freezers, fill shelves, and stuff out big sales.
Finally, let's end this article with a quote from Teacher Li Ke's WeChat Moments:
Li Ke
**In the FMCG industry, there are never tricks that competitors can't learn. The core of all awesome FMCG companies is always execution. One core decision of the company will never change, and that is distribution rate. The level of execution determines the height of the company.**
1 day ago Deleted
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