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 very influential brand, we will be at a disadvantage. 2. The price level of the product. 3. Location. For example, stacks at crossroads, 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 location and form of the stack 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 high, and your competitor's is high, 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 stack. In practice, we first consider location, location is paramount. Like real estate, the location determines the effect 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 promotional intensity and brand influence. For example, milk brand promotions should try to avoid the stacks of Mengniu and Yili, as their stacks can better attract consumers' 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:

  1. Warehouse entrances/exits;
  2. Category sections with too low relevance;
  3. Places with odors, such as seafood or meat sections;
  4. Locations with low consumer reach, which may be cheap but ineffective;
  5. Positions next to competitors with lower prices and stronger promotions. How should a stack be set up? 1. Highlight the promotion theme. The theme should be clearly indicated on the stack. Is it free tasting? Discount promotion? Buy-one-get-one? Or is there no discount or promotion, just a simple stack? The primary role of the stack is to clarify the promotion 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. 3. Keep promotional products as simple as possible. If you are launching a new product, highlight that new product. Do not put 5 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 push 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 significantly affected by competitors. Additionally, consider seasonal factors, as 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. Since broken promotional items generally do not require compensation, it can easily cause losses. At the same time, when building the stack, pay attention to the safety of the base and 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; 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 huge impact. Multiple stacks: combine them or separate them? Some large companies often buy several stacks to display several main products. Some choose to combine them into a stack area to create 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 5 or 6 positions in the aisle at once to prevent competitors from promoting; third, when promotional intensity is very high. 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 other positions in a diversified manner. 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 landmines. There are several defective locations where stacks should never be placed:
  1. Warehouse entrances/exits;
  2. Category sections with too low relevance;
  3. Places with odors, such as seafood or meat sections;
  4. Locations with low consumer reach, which may be cheap but ineffective;
  5. 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 to create 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:
  1. When competitors have relatively few stacks and no one interferes with you, you can create a sensational effect;
  2. When both you and competitors are launching new products, buy 5 or 6 positions in the aisle at once to prevent competitors from promoting;
  3. When promotional intensity is very high. Similarly, there are several situations suitable for separate stacks.

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; 2. When competitors have already started promotions, you can set up several stacks around them to intercept from other positions in a diversified manner; 3. When intercepting consumers at several good locations, you should also separate the stacks. -END- Running Brothers Cocktail National Recruitment Recommendation: A super tasty cocktail with a dealer reorder rate as high as 95%. Launched to ride on the popularity of the hottest reality show "Running Brothers," with cool and fashionable packaging that young people love. Made with high-quality imported rum, whiskey, brandy, and various fruit juices, it tastes great! With mature market operation experience, strong manufacturer support, diverse promotional activities that amaze consumers (sponsoring teams, holding concerts, etc.), ensuring dealer profits and exclusive regional agency. A professional operation team and mature market model safeguard your business! Editor's PS: From nearly 1,900 articles published on this official account, I have selected 1,067 quality articles and categorized them into 14 major categories and 57 knowledge points, systematically organizing frontline marketing management content into a library for your learning. From market to customers, covering practical combat and management, all are valuable. Follow the official account and reply with the number "1" to browse related content.