In-store display is a fundamental course in the FMCG marketing industry, but in practice, understanding varies. What issues should be noted in terminal display, and how should it be done? Here are insights from two directors for your reference.

Six Key Details for In-Store Display

To truly refine and penetrate the terminal, the key step is to start with in-store display. However, for most people, in-store display remains a vague concept. In fact, in-store display is a systematic project:

  1. In-store display should capture consumer attention. Timely and accurately analyze the store environment and consumer habits, and place products where target consumers are most likely to come into contact.
  2. Place your products in the same category and grade area to create a reasonable comparison of brand, item, and price, avoiding unreasonable comparisons with non-similar products or grades.
  3. Increase product-consumer interaction.
  4. Maintain good customer relations, strengthen business penetration at the terminal, and maximize product display area and effectiveness.
  5. Through single-product promotional offers, balance the cost of buying end caps or shelves, and gain strong support from store buyers, resulting in unexpected display area and pull.
  6. Consider the display method suitable for the product. Do not think about how to arrange after the product exists, but rather, at the initial stage of product development and design, position the style, color, and method in advance, using unified design elements to organically combine different products into a whole to maximize display effectiveness.

In summary, the most important thing in terminal display is to grasp details. Do complex things simply, repeat simple things, and do repetitive things with heart—then you will be the winner!

Opinion provided by: Liu Yan, Marketing Director of Shandong Chenshi Specialty Food Co., Ltd. (Formerly Assistant to the Food Director of Shandong Dajiale, Sales Director of Yitian Food, etc., with 12 years of experience in FMCG, specialty, and gift industries, skilled in channel development, event planning, new product promotion, and brand management system construction.)

The Art of In-Store Display Lies Beyond the Display

How can we achieve dialogue between products and consumers through excellent in-store display, thereby increasing sales and enhancing product brand image?

Apart from POP display and terminal display principles, I believe that doing terminal display well is not just about displaying products and posting POPs; the art lies beyond the display.

  1. Customer relations are the foundation of good terminal display. Terminals are scarce and limited resources. All supermarkets and stores face the same problem: limited space but many manufacturers. Therefore, customer relations are the foundation. To build good customer relations, the frequency of meetings between sales personnel and customers is essential, and good communication, interaction, and work methods are also indispensable.

  2. Regular maintenance and updates are the guarantee of good terminal display. Displayed goods may lose their initial effect as sales decline. Display themes need to change with time, and posted POPs need to be updated with the seasons. Especially, POPs may fade or get dirty, losing their former luster. Therefore, regularly maintain and update terminal displays.

  3. Making the display "alive" is a requirement for good terminal display. Products and POPs are static, but the sales personnel doing terminal display are dynamic. Terminal display is not just for viewing; it should drive consumer purchases. The best way to attract consumers is to make the display dynamic. There are many ways: design unique shapes, interact with real-time topics, or do promotions or add unique touches to attract attention. Do not let the display be lifeless and dull.

  4. Making products sell is the fundamental goal of good terminal display. To do terminal display well and make products "sell," you need to work on promotional combinations and increase the enthusiasm of promotional staff. Imagine, if your products cannot bring benefits to the supermarket or store, even if you pay display fees, they may be rejected.

Opinion from: Bo Jianxin, Sales Director of Bingtuan Dairy (Xinjiang practical marketing professional with over ten years of frontline market experience, dedicated to the practical application and development of marketing management theory in market environments. He has unique and in-depth insights into practical marketing management, marketing strategy, brand, channel strategy, integrated marketing communications, industrial marketing, and key account sales.)

Source: Food Board (ID: tyjspb)

In response to the requests of many distributor friends, the fourth B-end e-commerce inspection tour of this public platform will be held from August 15-18, visiting Qianmi.com and Alibaba 1688 Retail Link in Nanjing and Hangzhou. Distributors interested in transformation can join us for on-site inspection:

Activity Schedule: Time: August 15-18

15th: Check in at designated hotel in Nanjing; 16th: On-site inspection of Qianmi.com, then high-speed rail to Hangzhou in the afternoon; 17th: Participate in the "FMCG Distributor B2B Transformation Exchange Summit"; 18th: On-site inspection of Alibaba 1688 Retail Link in Hangzhou.

Distributors interested in transformation are welcome to join us to learn and inspect on-site:

Organization Format

  1. Company visit
  2. Actual market case visit
  3. On-site explanation
  4. One-on-one communication

Participating distributors only need to pay a registration fee of 200 yuan. Other expenses are self-covered. Note: This inspection is limited to distributors.

Interested distributors can register by long-pressing the QR code below.

When adding, please note: "Fourth Registration".

Non-participants, please do not disturb.

Group Photos of Previous Inspections:

3rd B-end e-commerce inspection group photo, from top to bottom: Yunbao Shangmeng, Weijie City Distribution, Wanshang Yizhan.

2nd B-end e-commerce inspection group photo, from top to bottom: Jinhuobao, Caiba, Yishang.

1st B-end e-commerce inspection group photo, from top to bottom: Piduoduo, Beiquan, Yishang.

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