Supermarkets are the battleground for FMCG products. If your in-store display is poor, distributors not only fail to sell and make money, but also risk being squeezed off the shelves and locked out by the supermarket. Good merchandising leads to fast sell-through. Most consumers shop in supermarkets on impulse, not rationally; many have no clear shopping goals or plans. Effective merchandising is about grabbing consumer attention, capturing their eyes, and stimulating purchases to increase sales. Every merchant hopes their products will shine in the supermarket with vivid displays that attract attention and quickly trigger purchases. However, distributors often face the following problems:
Can't get into the supermarket, or if you do, no space
Display positions and shelf space are usually determined by the supermarket or store. Supermarkets typically charge display fees and slotting fees. They want to make more money, seek new products that are profitable and sell well, hope for more promotional support, unique selling points, better service, and stronger relationships. If you can't deliver, it's hard to get in. With countless products and competitors, supermarkets can pick and choose. If your product is weak, lacks strength, or doesn't sell, they won't stock it. It's normal to get in but have no space. Solution: Better relationships come first, but also focus on good products and be willing to invest.
Poor professionalism and execution by sales staff
Poor professionalism and execution by sales staff can lead to merchandising being squeezed or damaged. Shelf performance often reflects the diligence, professionalism, and execution of sales staff. Display position is just the foundation; maintenance is key. Many distributors get a position but fail to maintain it, gradually losing it to competitors. If factory and distributor salespeople maintain displays promptly and diligently, they can hold their position and gradually take over competitors' spots. This shows the importance of maintenance. You can see Wanglaoji cans all crushed—of course, that makes them hard to sell. Solution: Visit the store frequently, set display standards, and train sales staff.
Got a good position but don't know how to display
The ultimate goal of display is visual impact; single-product focused displays are most effective. But many distributors, after getting a position, try to display everything, turning the shelf into a messy mix. Consumers can't tell which product is key, and with too many choices, they choose none, losing sales opportunities. Solution: Focus on single-product displays. Display the main product vertically and over a large area.
Have a position but don't value it
Some distributors get a display position but don't make the most of it, not taking sales seriously. The core rule of display is to grab maximum space. Many distributors think "get in first, figure it out later," resulting in small displays and low sales. Without profits, they eventually get locked out. Supermarkets are for profit; if you don't sell, they won't waste space. Solution: If you get a position, don't waste it—the shelf isn't yours. Now that the problems are clear, how to do merchandising well? How to use it to boost sales and drive away competitors? Here are four standards:
Position: Grab the golden display spot
The average Chinese height is 170cm, so the golden section is 60-160cm—eye level, most comfortable, and the best height. No bending or stretching, just reach out and grab it comfortably. If you take this spot, competitors lose the advantage of location. Display position standards and effects: Golden position: 60cm-160cm, visible at eye level, easy to reach, accounts for over 50% of sales. Secondary position: 160-180cm and 30-60cm, accounts for 30% of sales. Top and bottom: above 180cm and below 30cm, accounts for 15% of sales. For children, the best position is below 100cm. Note: Different products target different consumers, so adjust display positions accordingly. Children's food should be below 100cm; for the elderly, who are shorter, adjust the golden position. Experienced retailers know that different positions yield different sales. Companies can cooperate with supermarkets, build relationships, or pay fees to test and adjust, eventually forming their own display standards.
Focus the display, like an aircraft carrier
Even with the best location, without good weapons, you can be defeated. "Goods sell in a mountain"—displaying in quantity creates a powerful presence that attracts attention. Without quantity, there's no mass effect or deterrent power. Small brands with low awareness should use this strategy. A large pile suggests your company is strong. Vertical focused display Ground stack focused display Note: Quantity doesn't just mean numbers; the core is stacking single items, not mixing many products. The more of a single item, the better the effect. If you have many items but they're messy, there's no impact. Creativity is crucial: neat, creative, and beautiful stacks often sell better than regular ground stacks.
Display reminders: eye-catching hooks
Once you have the position and display, you need clear reminders. Otherwise, consumers might think you're just showing off, fail to understand the purpose or advantages, lose patience, and leave—missing sales. Display reminders include: labels, explosive stickers, wobblers, floor stickers, bundled gifts, banners, etc. Clear and eye-catching reminders increase purchase motivation. Position and focus are the father of merchandising; reminders are the mother. Note: More isn't always better; too much information makes the display messy. The finishing touch is best. Choose quality materials for reminders, make them beautiful, and don't lower the product's image.
Dynamic display: driving sell-through
Displays are either static or dynamic. Static displays include merchandising, shelf displays, ground stacks, banners, etc. Even the best static display only solves 40% of sell-through without dynamic promotion. The remaining 60% needs dynamic display (in-store promotions), especially for new products. Sampling and coordinating with supermarket events greatly boost sales. Dynamic display refers to promotions like sampling and events. Many people hesitate to try new products due to risk; sampling is a great sales driver—simple but effective. Distributors can choose typical, high-traffic stores for events to boost brand sales and awareness. Also, leverage supermarket promotions for new products. A good product sells well if quality is good, but if customers don't know about it, it's useless—dead in the warehouse. Display is static promotion; dynamic promotion is the core of sell-through. Distributors must learn and apply this. Note: Sampling must be hygienic and safe to encourage trial. Also, after a brief conversation, asking for a trial increases success by 80%. Not all supermarket events suit all products; for example, Women's Day suits women's products. Summary No matter how good the product, if consumers don't see it or remember it, sales are lost. The purpose of merchandising is to increase visibility, constantly stimulate consumer sight, build brand memory, and ultimately drive purchases. The core is: see it at a glance, and be interested. Easy visibility, vertical focus, single product prominence, easy reach, beauty, and clear reminders are key points of static display; dynamic promotion is the core of sell-through. Of course, cleverly integrating the supermarket environment with product display makes sell-through even easier! For distributors, helping supermarkets transform, sell through, and promote is a crucial strategy for maintaining relationships and terminal success. When the terminal develops, distributors grow with it—a rising tide lifts all boats! Source: FMCG Distributors -END- The best learning platform for FMCG distributors in China Focused on providing professional, practical, and actionable tutorials for companies 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 corresponding content Reply with number 1 to view the full knowledge base | 001 Excellent Articles | 002 Distributor Market Operations | 003 Terminal Visit Management | 004 Sales Supervisor Skills | 005 Sales Boost Techniques | 006 Channel Expansion | 007 Managing Distributors | 008 Distributor Development | 009 Distributor Internal Operations | 010 Team Management | 011 Efficient Distribution Techniques | 012 Sales Manager's Skills | 013 KA Operations Strategies | 014 First Lesson for New Sales | 015 Internet, Brands | 016 Distributor B2B Transformation | [Long press QR code to follow]