---
title: "How to Do Display in Hypermarkets? (Data Analysis)"
description: "On average, 70% of purchase decisions are made in-store, and the lower the age group, the higher the probability of impulse buying. Consumers spend 11.4% more in-store than they planned, meaning that on average, 11.4% is impulse spending. Therefore, display is crucial for product sales, especially for new products, as it increases the chance of being noticed. So, what makes an effective display? How can displays be made effective? ..."
author: "OwenChen"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-11-30"
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---

# How to Do Display in Hypermarkets? (Data Analysis)

> On average, 70% of purchase decisions are made in-store, and the lower the age group, the higher the probability of impulse buying. Consumers spend 11.4% more in-store than they planned, meaning that on average, 11.4% is impulse spending. Therefore, display is crucial for product sales, especially for new products, as it increases the chance of being noticed. So, what makes an effective display? How can displays be made effective? ...

On average, 70% of purchase decisions are made in-store. Generally, the lower the age group, the higher the probability of impulse buying, as shown below:
Consumers spend 11.4% more in-store than they planned, meaning that on average, 11.4% is impulse spending after seeing the product, as shown below:
Therefore, **display is very important for product sales**. For new products, increasing the chance of being noticed is achieved through display. So, what makes an effective display? How can displays be made effective? Let's first understand the knowledge about hypermarket displays.
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, plays an indispensable role. New products, as important weapons for suppliers to compete for market, increase sales, and improve profit structure, are the focus of 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 hardly gain consumer recognition. However, the purpose of new product display is not only to gain consumer recognition; its more important purposes should be:
  * Stimulate consumers' "impulse buying" characteristics;
  * Make it easy for consumers to discover and conveniently purchase products;
  * Make consumers feel pleased when choosing products and more comfortable when buying;
  * Improve customer satisfaction with products and increase product sales;
  * Increase product 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 purposes, one should fully understand the display modes of hypermarkets, and based on their basic principles, combine with the characteristics of their own products, make reasonable display plans to promote brand and sales improvement. The display categories in hypermarkets are mainly divided into three types: normal display, special display, and promotional display. Among them, normal display refers to normal shelf display, including manufacturer's dedicated 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, new products should be placed as close as possible to the routes customers often take, at horizontal eye level, adjacent to the leading brands in the category and existing similar products, doing horizontal or vertical display, with at least two display faces. The goods on the shelf should be fully stocked, and sufficient inventory should be maintained to avoid out-of-stock. In terms of signage, auxiliary tools such as shelf cards, hanging flags, banners, and posters should be fully utilized, and a "new product" indicator card should be added to attract consumers' attention, tell them this is a new product, arouse their curiosity, and increase the chance of impulse buying. For dedicated shelf display, it should also be placed on the routes customers often take. The shelf should contain products of the same brand series, with new products placed at 1.2-1.5 meters from the ground, and the best-selling product of the same brand placed directly above. Keep the shelf and goods clean and replenish in time.
**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 for new products is very important in their display; it can make new products 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 route customers often take, and the stacked goods should face customers directly. Unless the area is large enough, only the key products of the 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 cross-stacking or a display board. Except for the bottom boxes bearing weight, all boxes should be cut open for display. POP and product packaging should face customers directly, not too high or too low, and be 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 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 be placed on the side close to the main aisle (the sunny side). An end cap should display at most two items, and they should be displayed vertically; otherwise, it will look too crowded and make it hard to grasp the key points. 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 such as 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 for new products, four "appropriates" must be done: appropriate item, appropriate price, appropriate time, and appropriate place. The appropriate place here means where to place the product in the store. With the retail price and launch time 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 aisle shelves, the stairs, the corners of wall shelves, and next to the cash register. 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 number of digits 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 both the appropriate height to maintain attractiveness and its stability. When displaying full boxes, place the opened boxes on a stable position, and replace empty boxes starting 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 convenience for customers to pick up is the most basic display requirement.
**4. Consider customer feelings:** Do not pile products with large category differences together, for example, do not put sanitary care products and food together to avoid customer aversion.
Generally speaking, the display of new products is not fundamentally different from that of other products. The difference lies in the word "new". It is necessary to fully reflect the characteristics of "new" and take into account the basic display principles of products. Then you can know how to do a good job in new product display.
**-END-**
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