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On average, 70% of purchase decisions are made in-store. Generally, the younger the customer, the higher the probability of impulse buying, as shown below:

At the same time, because they see it, products that were not originally planned to be purchased are also noticed:

Consumers spend 11.4% more in stores than they planned, meaning on average, 11.4% is impulse spending triggered by seeing products, as shown below:

Therefore, display is extremely important for product sales. For new products, increasing the chance of being noticed must be achieved through display. So, what kind of display is effective? How can display be made effective? Let's first understand the knowledge about hypermarket display.

It can be seen that the golden line position is the most easily seen and the place where products are most easily sold. Of course, it is also the dream display position for all products.

With the intensification of market competition, "winning at the terminal" has become an important means for many suppliers to capture market share. Product display, as a marketing weapon to boost sales and win at the terminal, is indispensable. New products, as an important weapon for suppliers to compete for market, increase sales, and improve profit structure, require special attention to display control.

Like any other new thing, new products need careful nurturing to grow, and display is a very important part of the growth process. It is no exaggeration to say that without effort in display, new products will find it hard to gain consumer recognition. However, the purpose of new product display is not only to gain consumer recognition; its broader purposes should be:

  • Stimulate consumers' "impulse buying" characteristics;
  • Make it easy for consumers to discover and conveniently purchase the product;
  • Make consumers feel pleased when choosing products and more comfortable when buying;
  • Improve customer satisfaction with the product and increase product sales;
  • Increase the product's market share by increasing shelf space occupancy;
  • Promote publicity, increase awareness, and block competitors through prominent display and larger display areas.

To achieve the above goals, it is necessary to fully understand the display modes of hypermarkets. Based on their basic principles, combined with the characteristics of your own products, make reasonable display plans to promote brand and sales improvement. The display categories in hypermarkets mainly fall into three types: normal display, special display, and promotional display. Among them, normal display refers to regular shelf display, including manufacturer-specific shelf display; special display includes floor stack display, end cap display, display rack (cabinet) display, and associated display. In the display of new products, these displays must be fully utilized to achieve steady sales growth.

Normal Display:

For normal shelf display, the new product should be placed as close as possible to the customer's frequent walking route, at eye level, adjacent to the leading brand in the category and existing similar products, with horizontal or vertical display, and at least two display facings. The shelf should be fully stocked, and sufficient inventory should be maintained to avoid out-of-stocks. In terms of signage, use shelf talkers, hanging flags, banners, posters, and other auxiliary tools, and also have a "New Product" indicator card to attract consumer attention, tell consumers this is a new product, arouse curiosity, and increase impulse purchase opportunities. For dedicated shelf display, also try to place it on the customer's frequent walking route. The shelf should contain products of the same brand series, place the new product at 1.2-1.5 meters from the ground, place the best-selling product of the same brand directly above it, keep the shelf and products clean, and replenish promptly.

Special Display:

Special display is a display method relative to normal display, mainly including floor stack display, end cap display, display rack (cabinet) display, and associated display. It is a supplement to normal display. Special display is very important for new products; it can attract more customers entering the store more quickly, gain customer recognition, and obtain more sales opportunities. The key points for floor stack display are: the location should be on the customer's most frequent walking route, and the stacked products should face the customer. Unless the area is large enough, only the flagship product of the new product series should be displayed. Maintain a large inventory, and the stacked boxes should be kept full. In addition, pay attention to the stability of the base. You can use a cross-stacking method or use a pallet display board. Except for the bottom boxes that bear weight, all boxes should be cut open for display. POP and product packaging should face the customer, not too high or too low, and easy to pick up. At the same time, arrange promotional posters of the new product around the floor stack.

The floor stack should have characteristics, preferably using image stacking, which helps attract consumers' attention and make them interested in the products on display. For example, make the floor stack of children's products or children's food into cartoon shapes. End cap display refers to placing products on the shelves at both ends facing the aisle. Although end caps generally face the aisle, there are still two sides: the sunny side and the shady side. New products should choose the side close to the main aisle (the sunny side). The number of items on one end cap should not exceed two, and they should be displayed vertically; otherwise, it will look too crowded and lose focus. Display cabinets are best for displaying new products, functioning like light boxes. Therefore, the display should be extremely beautiful, with a brief description of the new product's functions. The key is to tell customers the differences from previous products and its value. Display cabinets are most suitable for high-unit-price products like home appliances.

Promotional Display:

Promotional display is a special display for promotional products. In hypermarkets, if new products do not have good promotional support, they will not have sustained sales growth. Generally speaking, to achieve good sales, new products must do four "rights": the right item, the right price, the right time, and the right place. The "right place" here means where to place the product in the store. When the retail price and launch time are determined, the display position and display area of new products are very particular and can achieve twice the result with half the effort. Like promotional displays for other products, new products also need to occupy the most favorable terrain: the central aisle with the most foot traffic, the end caps of the main moving line shelves, the stairs, the corners of wall shelves, and the checkout counter. Avoid unfavorable positions such as warehouse entrances and exits, dark corners, dead corners on both sides of the store entrance, and next to products with strong odors.

But no matter what kind of display, the following points should be noted:

1. Whether the price label is clear: The price tag of new products must be placed in a prominent position, because customers do not know the price of such products, and the size and clarity of the numbers will also affect customer attraction.

2. Product display should ensure safety: Product display is to help sales, not acrobatics. When doing full-box display, consider the appropriate height to maintain attractiveness, but also pay more attention to its stability. When displaying full boxes, place the opened boxes on a stable position, and replace empty boxes from the top layer to ensure safety.

3. Convenience of display: Try to make it easy for customers to pick up. Do not let posters and products be blocked, covered, or pressed by other things. Do not ignore the convenience of customers for the sake of display aesthetics. After all, the purpose of display is to sell, so the most basic requirement is that customers can pick up easily.

4. Consider customer feelings: Do not pile products with large category differences together, such as not placing sanitary products and food together, to avoid customer aversion.

Generally speaking, there is no fundamental difference between the display of new products and other products. The difference lies in the word "new". It is necessary to fully reflect the characteristics of "new" while taking into account the basic principles of product display. Then you can know how to do a good job in new product display.