---
title: "Internal Training Guidelines for Terminal Display of a Yili Milk Distributor: Practical and Effective"
description: "Standardized display is crucial for influencing consumer purchase decisions, enhancing brand loyalty, attracting impulse buyers, and increasing sales. This training manual outlines the purpose, principles, and specific requirements for effective product placement in retail outlets, including shelf positioning, date management, and special displays."
author: "徐汉强"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-12-01"
language: "en"
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---

# Internal Training Guidelines for Terminal Display of a Yili Milk Distributor: Practical and Effective

> Standardized display is crucial for influencing consumer purchase decisions, enhancing brand loyalty, attracting impulse buyers, and increasing sales. This training manual outlines the purpose, principles, and specific requirements for effective product placement in retail outlets, including shelf positioning, date management, and special displays.

I. Purpose of Standardized Display
1. The quality of standardized display is a key factor influencing consumer purchase decisions.
a. For loyal consumers, it enables them to spot A-brand milk products at first glance, reinforcing confidence and goodwill, and reducing the impact of competing brands.
b. For loyal consumers of competing brands, it can enhance their liking and reputation for A-brand milk products, laying the groundwork for brand switching.
c. For impulse buyers, it maximizes attention, reduces the influence of competitors, and stimulates purchase of A-brand milk products.
2. Standardized display increases opportunities for consumers to see and learn about A-brand milk products, stimulating purchase desire.
3. Good standardized display leads to faster sales, higher volume, better customer relationships, and a stronger brand image.
4. Good standardized display benefits customers by speeding up sales, increasing profits, reducing product damage, optimizing space usage, improving store image, and attracting more customers.

II. Principles of Standardized Display
Key principle: Always make it easy for consumers to see, reach, and buy A-brand milk products.
1. Visibility: Consumers should easily discover and notice our products.
2. Impact: Displays must be clearly superior to competitors and visually striking to capture attention and drive impulse purchases.
3. Stability and persistence: Good displays must be maintained over time to be effective.
4. Consistency: Display standards should be uniform across stores, cities, and channels to facilitate consumer recognition and company brand presentation, execution, and inspection.

III. Basic Requirements for Key Account Terminal Display
1. Maintain and preserve product display space.
2. Arrange products according to sales priority and the first-in, first-out (FIFO) principle.
3. Ensure completeness of product varieties, specifications, and quantities.
4. Follow uniform display standards.
5. Place leading products in prime positions to drive sales.
6. Place products in related areas for multiple-point display to create more sales opportunities.
7. Keep all displayed products clean, intact, and neatly arranged.
8. In principle, products past half of their shelf life should be removed from display.
9. Ensure safe stock levels for product sales.

IV. Main Work Standards for Key Account Terminal Display
1. Product Quantity and Variety
* The best display showcases the company's full product line.
* Ensure sufficient quantity and complete specifications.
* Prevent out-of-stock situations and maintain safe stock levels, considering different requirements for regular and special displays.
* Note: If consumers cannot find their desired specification, they may switch to smaller packages or competing brands; insufficient shelf stock can also drive consumers to competitors, reducing sales.

2. Product Dates
* Place earlier-produced products at the front and newer ones at the back to avoid expiration.
* For Tetra Pak and PE bottled products, do not exceed half of the shelf life; for Tetra Pak pillows, do not exceed 25 days; for Baili packs, do not exceed 16 days. Remove any product exceeding these limits immediately.

3. Product Presentation
* All products must face consumers; no back, upside-down, or side placement.
* Do not display damaged, squeezed, or expired products, especially in the front row.
* Avoid dusty, unclean, or untidy products.
* Keep shelves clean and maintain optimal display positions.

4. Price Labels
* Ensure all products have clear, legible price labels.
* Labels must accurately correspond to the product name and specification.
* Chinese trademark should face consumers uniformly to avoid confusion.
* Promotional products must have distinct labels to clearly inform consumers of promotions.

5. Shelf Display Space
* Maximize the display area for each SKU.
* Products should be displayed together; do not allow competitor products to interrupt. If the store organizes by category, keep related categories adjacent.
* Position products next to the leading local brand in each category.
* When displaying a series, highlight the main product or hot-selling items to create clear hierarchy.
* Each SKU should have at least 6 facings, and more than competitors. Prioritize products being promoted or with highest sales.
* Keep shelves fully stocked (avoid empty back rows) to enhance fullness and visibility, and prevent competitors from taking space.
* Intentionally remove a few front products to facilitate grabbing and show good sales.
* For Tetra Pak pillows in cold cabinets, lay inner products flat and outer ones at an angle to avoid creases.

6. Product Placement Position
* Ideal shelf position: first sight line near the entrance, in main traffic flow.
* Best shelf height: within 45-degree angle of eye level (golden position) or 80-160 cm from the ground.
* Best cold cabinet position: near the middle of the dairy section, not near edges or non-dairy products.
* Best cold cabinet height: 50-150 cm; Tetra Pak pillows and Baili packs best on the bottom shelf.

7. Product Specification Arrangement Order
* Same specifications: horizontal display.
* Different specifications: vertical display, with larger at top and smaller at bottom.
* Same specifications horizontal: left to right according to priority.
* Different specifications horizontal: left small, right large.
* Same specifications vertical: from golden position outward.

8. Special Displays (including stack displays, end caps, and multi-point displays)
* Stack/end cap displays: more concentrated and prominent than shelf displays.
* Multi-point displays: aim to increase sales opportunities, change buying habits, and counter competitors.
* Always maintain regular shelf space even with special displays.
* Keep outer boxes and packaging clean and undamaged.
* Place tripods and price signs in prominent positions; about 65% of shoppers check prices.
* End caps must have clear price tags, display same packaging specifications, and ideally 100% our products.
* Selection principles for stack/end cap positions:
a. Place in the direction of foot traffic (e.g., if flow is north to south, the north side is most visible).
b. Adjacent to milk shelves (within consumer sight).
c. In high-traffic public aisles.
* Choose one or two main products for the display, not cluttered; clearly indicate the promoted product.
* All sides of the stack/end cap should face consumers; boxes should be front-facing.
* Year-round stacks should focus on single SKUs, max three, with packs and pillows separated.
* Temporary stacks for promotions should feature the promoted products.
* Recommended stack size: at least 1.5m x 1m, height 0.9m-1.4m. Position superior to main competitors. Avoid out-of-stock or mixing other products.
* Multi-point display principles: place products in non-dairy areas near related products or in high-traffic zones.
* Multi-point display precautions: since these are non-dairy areas, pay attention to: a. timely restocking; b. checking dates to prevent expiration; c. maintaining cleanliness; d. clear price labels; e. no competitor products on the shelf.
* Multi-point display areas and suitable products:

# Fifteen Principles of Terminal Display
1. Visibility Principle: In the attention economy, capturing consumer attention is key. Products must be clearly visible to stimulate impulse buying. Displays should be eye-catching, with large display areas and attractive presentation.
2. Maximization Principle: Aim to occupy more shelf space and increase display quantity. Only by having more space than competitors will customers buy your products.
3. Vertical Concentration Principle: Vertical displays capture attention effectively because people scan up and down first. This creates a layered, powerful display. Unless store rules dictate otherwise, display all specifications and varieties together.
4. Heavy Bottom, Light Top Principle: Place heavy and large items at the bottom, light and small items at the top for easy access and aesthetic appeal.
5. Full Range Principle: Display as many product varieties as possible on one shelf to meet diverse needs, increase sales, and enhance brand image.
6. Full Shelf Principle: Keep shelves fully stocked to increase fullness and visibility, and prevent competitors from taking space.
7. Dynamic Display Principle: Intentionally remove a few front products to facilitate grabbing and show good sales.
8. Highlight Key Products Principle: When displaying a series, emphasize the main product to create clear hierarchy.
9. Easy Reach Principle: Place products where consumers can easily access them, considering age and height. For example, children's products should be below 1 meter.
10. Uniformity Principle: All labels should face consumers uniformly, with consistent style and tone.
11. Cleanliness Principle: Keep all displayed products neat and clean.
12. Price Visibility Principle: Clear, prominent price tags increase purchase motivation and help consumers understand prices. Compare prices with similar products and highlight discounts. If prices are unclear, consumers may hesitate and lose sales.
13. First-In, First-Out Principle: Place earlier-produced products at the front and newer ones at the back. Rotate stock at least every two weeks.
14. Minimum Stock Principle: Ensure in-store inventory does not fall below the "safe stock line."
15. Stack Display Standard Principle: Stack displays are more concentrated and prominent than shelf displays. Whether in wholesale markets or supermarkets, follow overall, coordinated, and standardized principles. Supermarket stacks are prime locations, so pay attention to stack bases, price signs, product arrangement, and POP displays.

**-END-**

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