When creating a display stack, first consider six factors: 1. Your brand's strength. If our brand influence is weak, and our stack is next to a strong brand, we will be at a disadvantage. 2. The price range of the product. 3. Location. For example, stacks at cross aisles, entrances, and other high-traffic areas will definitely perform better than elsewhere. 4. Target consumers' buying habits. Some products are impulse purchases, while others are habitual purchases. Choose the stack location and format based on different buying habits. 5. Category attributes. For example, for milk, consumers prefer to buy in the category section. Pay attention to the category environment, such as whether there are odors nearby and the relevance to surrounding products. 6. Promotional intensity. If your promotional intensity is not strong, and your competitor's is strong, it is obviously not suitable to be too close to their stack. After considering these six factors, let's look at how to create a display stack. In the process, we still first consider location; location is paramount. Like real estate, the location determines the effectiveness of the stack. After comprehensively considering these six factors, we can determine the position of our product stack in the supermarket. Several principles should be considered: First, try to choose high-traffic locations, such as entrances/exits, checkout counters, payment areas, corners, the beginning of main aisles in category sections, elevator entrances, etc.;
Second, try to stay away from stacks of brands with strong promotions and strong brand influence. For example, milk brand promotions should avoid the stacks of Mengniu and Yili, as their stacks often attract more consumer attention. When setting up a stack, be careful not to step on certain landmines. There are several defective locations where stacks should never be placed:
Warehouse entrances/exits;
Category sections with very low relevance;
Places with odors, such as seafood or meat sections;
Locations with low consumer reach; although cheap, they are ineffective;
Positions next to competitors with lower prices and stronger promotions. How should a display stack be set up? 1. Highlight the promotional theme. Clearly indicate the theme on the stack. Is it free tasting? Discount promotion? Buy-one-get-one? Or is it just a simple stack without any discount or promotion? The primary role of the stack is to clearly communicate the promotional theme so consumers can see it at a glance. At the same time, promotional items should be clearly displayed. For example, if giving away backpacks, fresh-keeping boxes, etc., they must be placed in a visible position so consumers can see them. 2. Set up the stack for convenience. 1. Make it easy for consumers to pick up products; 2. Make it easy for promotional staff or supermarket stockers to replenish. Whether the stack is cone-shaped or square, replenishment should be convenient; otherwise, untimely restocking will affect the overall effect of the stack. 3. Keep promotional products as simple as possible. If you are launching a new product, highlight that new product. Do not put five products together, as it will dilute the promotional theme. Generally, a stack should display no more than two SKUs, meaning the products should be relatively simple. The principle is to try to promote your main products with strong promotional intensity. Therefore, there is also a product selection issue. Among the many product lines, try to choose products that are most affected by competitors. Additionally, consider seasonal factors; different stages have different considerations and choices. 4. Safety. Pay attention to safety in the display and arrangement of the stack. Some promotional items are fragile. Check whether bundled items are securely tied and whether they are stable on the stack. Because if promotional items break, compensation is usually not required, leading to losses. Also, when building the stack, pay attention to the safety of the base and the cartons. Some projects need to be negotiated separately with the store. For example, sometimes we need to run electrical wires or make floor stickers next to the stack, which can pose safety hazards. Consider these thoroughly when creating the stack. 5. Create a sales atmosphere. No matter how the stack is set up, the key is to highlight the promotional atmosphere. On one hand, create it through decoration; on the other hand, show the promotional effect in a prominent position, such as deliberately taking away one or two bottles to create the impression that someone has bought, which is suggestive. Moreover, if there is a stack, try to have some promoters. Walmart's stacks are free, and the standard size is 1x1.2 meters. They give a basic weekly task volume; if not achieved, the stack is given to someone else. Many companies have promoters, proving that having promoters is very effective and can increase sales by 80-150%. Especially for new product launches, the terminal interception by promoters has a significant impact. Multiple stacks: Should they be combined or separated? Some large companies often buy several stacks to display several main products. Some choose to combine them into a stack area for a stunning effect; or separate them to intercept consumers from different positions. How to choose whether to combine or separate? There are several situations suitable for combined stacks. First, when competitors have relatively few stacks and no one interferes with you, you can create a sensational effect; second, when both you and competitors are launching new products, buy all 5 or 6 positions in the aisle at once to prevent competitors from promoting; third, when promotional intensity is very strong. Similarly, there are several situations suitable for separate stacks. First, when competitors promote frequently, or during the Spring Festival when competitors promote and you cannot block them, you need to hold onto stack resources as much as possible. Second, when competitors have already started promotions, you can set up several stacks around them to intercept from multiple positions. Third, when intercepting consumers at several good locations, you should also separate the stacks. When setting up a stack, be careful not to step on certain minefields. There are several defective locations where stacks should never be placed:
Warehouse entrances/exits;
Category sections with very low relevance;
Places with odors, such as seafood or meat sections;
Locations with low consumer reach; although cheap, they are ineffective;
Positions next to competitors with lower prices and stronger promotions. At the same time, some large companies often buy several stacks to display several main products. Some choose to combine them into a stack area for a stunning effect; or separate them to intercept consumers from different positions. How to choose whether to combine or separate? There are several situations suitable for combined stacks:
When competitors have relatively few stacks and no one interferes with you, you can create a sensational effect;
When both you and competitors are launching new products, buy all 5 or 6 positions in the aisle at once to prevent competitors from promoting;
When promotional intensity is very strong. Similarly, there are several situations suitable for separate stacks. First, when competitors promote frequently, or during the Spring Festival when competitors promote and you cannot block them, you need to hold onto stack resources as much as possible; Second, when competitors have already started promotions, you can set up several stacks around them to intercept from multiple positions; Third, when intercepting consumers at several good locations, you should also separate the stacks. -END- The best learning platform for FMCG distributors in China Focusing on providing professional, practical, and actionable tutorials for enterprises and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get the corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent Article Selection | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Improvement Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations Management | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Skills | 013 KA Operation Methods and Strategies | 014 First Lesson for New Salespeople | 015 Internet, Brand | 016 Distributor B2B Transformation | [Long press QR code to follow]
Management & Methods
How to Determine the Location of a Display Stack and Use It to Boost Sales?
When creating a display stack, first consider six factors: brand strength, price range, location, target consumers' buying habits, category attributes, and promotional intensity. After evaluating these, choose a high-traffic location, avoid competitor stacks with strong promotions, and follow principles for setting up the stack to highlight the promotion theme, ensure convenience, keep products simple, ensure safety, and create a sales atmosphere. Decide whether to combine multiple stacks or separate them based on competitive conditions.