---
title: "Is Your Sales Performance Good? First Check If Your Terminal Execution Is Precise!"
description: "This article discusses key considerations for terminal display in FMCG distribution, including attracting consumer attention, enhancing brand image, intercepting target consumers, and maximizing sales through strategic placement and maintenance. It also provides principles for display and strategies to secure optimal display positions."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-09-16"
language: "en"
canonical: "https://xinjignxiao.com/en/articles/is-your-sales-performance-good-first-check-if-your-terminal-execution-is-4e7d6323/"
markdown: "https://xinjignxiao.com/en/articles/is-your-sales-performance-good-first-check-if-your-terminal-execution-is-4e7d6323.md"
original_source: "https://mp.weixin.qq.com/s/wRzJifmxmzl6zU1qrewlvQ"
translation: "https://xinjignxiao.com/zh/articles/%E9%94%80%E9%87%8F%E8%A1%8C%E4%B8%8D%E8%A1%8C-%E5%85%88%E7%9C%8B%E7%BB%88%E7%AB%AF%E5%81%9A%E7%9A%84%E7%B2%BE%E4%B8%8D%E7%B2%BE-4e7d6323.md"
attribution: "New Distribution — https://xinjignxiao.com/en/articles/is-your-sales-performance-good-first-check-if-your-terminal-execution-is-4e7d6323/"
usage_policy: "https://xinjignxiao.com/ai-policy.txt"
---

# Is Your Sales Performance Good? First Check If Your Terminal Execution Is Precise!

> This article discusses key considerations for terminal display in FMCG distribution, including attracting consumer attention, enhancing brand image, intercepting target consumers, and maximizing sales through strategic placement and maintenance. It also provides principles for display and strategies to secure optimal display positions.

Friendly reminder: Click the blue text above to follow "FMCG Distributor Professional Consulting" for more marketing and distributor internal management insights.

**1. Key Considerations for Terminal Display**

1. **Attract consumer attention.** Use methods such as centralized display of multiple products, large-area display of a single product, and themed displays for promotional activities to capture consumer interest.
2. **Reflect and enhance brand image.** Display is a way to showcase products and brand image to consumers, so always pay attention to whether it benefits the brand's image and its enhancement.
3. **Accurately intercept target consumers.** Analyze the store environment and consumer habits, and place products where target consumers are most likely to be.
4. **Facilitate reasonable comparison with similar products.** Place your products in the same tier and category area to enable fair comparison of brand, variety, and price with similar products, avoiding unreasonable comparisons with different types of products.
5. **Maximize sales by utilizing display areas effectively.** Supermarkets operate on an elimination system; brands that don't generate profit are removed from shelves. Manufacturers should do the same, allocating shelf space primarily to best-selling products and varieties.
6. **Increase product-consumer contact opportunities.** Whether by finding new display positions or expanding existing display areas, more contact with consumers leads to more sales opportunities.
7. **Reflect the primary and secondary structure of products.** Do not allocate display areas equally to all products; instead, divide display blocks by size and position, prioritizing key products.

**2. Choosing Terminal Display Positions**

1. **Display near your main competitors.**
2. **Your products are often placed together with certain products; over time, consumers will perceive them as the same category.** For example, Siba (a Chinese brand) adheres to the principle of "staying close to competitors," always positioning itself next to P&G whenever possible. This strategy successfully elevated a new brand to the top tier.
3. **Your main competitors' consumer base is also your target customers.** Leverage their appeal to attract consumers to your products, then use promotional staff and activities to intercept potential customers from competitors.
4. **Strive for the best display positions for pallets and end caps.** These special display methods are hard to secure and expensive, so it's crucial to find the right location; otherwise, they may be ineffective and waste terminal investment.
5. **End caps or pallets can be placed near the checkout counter**, which is the last stop before purchase and a必经之地 (must-pass area).
   - **B. Near the front of the product category area.** For example, if it's laundry detergent, place the pallet at the front of the household goods section, as consumers buying detergent will inevitably pass by.
   - **C. Near concentrated promotional activity areas.** These areas attract many consumers; just as some shoppers look for promotional or discounted items in store flyers, consumers also believe products in promotional areas are more cost-effective.
   - **D. End caps can be separated from your product display area to increase consumer contact.** For instance, if your products are displayed at the front of the shelf, place the end cap at the back of the shelf to increase exposure.
   - **E. High-traffic aisles may not be suitable for pallets.** Despite high foot traffic, short dwell times may not give consumers enough time to understand and choose products, often leading to poor results.

**3. Principles of Display**

1. **Strive for the largest display area.** The larger your display area, the smaller the competitors' areas, and the higher the chance your products will be selected.
2. **Keep the display area neat and orderly.** Even with different product specifications, the visual outline of the display should be square and tidy, which attracts consumers and conveys brand strength. Arrange products neatly to form a unified block visible from a distance. Consumers approach your products from afar, so a good display should be recognizable as your brand from a distance.
3. **Ensure sufficient display area for each single product.** Research shows that a large-area display of a single product yields better sales than displaying multiple products in the same area. If a product's display area is too small, it's hard to attract consumers and build trust. Especially for new brands entering the market, it's not wise to immediately expand product variety; concentrating limited display area into a cohesive whole is more beneficial for brand building and sales.
4. **Place best-selling or promoted products in the best display positions.** The best display position is at eye level. The greater the angle of looking down or up, the less favorable the position.
5. **Arrange products with larger sizes at the bottom and smaller at the top, heavier at the bottom and lighter at the top, and place similar colors together with gradual color transitions.**
6. **Adjust displays promptly based on production dates.** Place products with earlier dates in the front to ensure proper rotation. If you don't follow the first-in, first-out principle, you may face inventory buildup and returns. This applies not only to short-shelf-life foods and beverages but also to daily chemicals and other industries. Consumers always prefer fresher products; if you don't proactively place earlier products in front, they will eventually accumulate and be returned.
7. **Replace damaged products promptly.** A brand of soap experienced a sudden sales decline at a terminal. Investigation revealed that one soap had a damaged outer box due to tampering, and the manufacturer failed to replace it promptly. Consumers then assumed the brand had quality issues, harming both sales and brand image.
8. **Keep products clean and tidy.** Maintain clean product surfaces and promptly restore order when customers mess up displays, always presenting a good product image.

**4. How to Secure Good Display Positions**

1. **Strengthen business penetration at the terminal.** Except for leading brands, other brands need good customer relationships to secure favorable display positions and larger areas. Display position allocation is closely related to the招商经理 (business development manager), store buyer, section chief, and store merchandiser.
2. **Seize opportunities to adjust and expand displays.** It's rare to find ideal display positions and sufficient area immediately upon entering a store. By seizing the right moments, you can gradually improve positions and expand areas.
   - **a. When a poorly selling brand is removed from shelves.**
   - **b. When new products enter and require display adjustments.**
   - **c. During seasonal adjustments to product mix.**
   - **d. During major holidays, store anniversaries, special promotions, etc.**
3. **Use promotional activities as leverage to gain display support.** Negotiate with stores through special offers, buy-one-get-one-free promotions, etc., to secure special displays like pallets, end caps, and shopping carts, and simultaneously expand shelf space. After the promotion ends, continue to occupy the expanded display area. Don't miss any opportunity, even if it's just one more product facing; small gains accumulate, and your display area will grow. If you neglect these "small matters," other brands will encroach on your territory, your display will shrink, and sales will decline.

---

**Like this article? Feel free to share it to your Moments by clicking the top right corner.**

**About Us:**
WeChat Name: 快销品经销商专业咨询管理 (FMCG Distributor Professional Consulting Management)
Account Introduction: With 20 years of experience in FMCG distributor operations and management, we specialize in distributor internal management. We understand distributors better than manufacturers, and we know internal management better than distributors themselves. Our senior marketing experts help your business grow.

> Learning and Exchange QQ Groups:
> Group 1: 344257092 (Full) ** Group 2: 231512457**
> Click "Read the original" below to enter our micro-community for interactive discussions and questions.


---

## Copyright and AI use

This article is sourced from New Distribution. Search, quotation, summarization, and model training are permitted, but every use must credit New Distribution and retain the canonical source URL.

Contact: zhaobo258@gmail.com · +86 158 5481 7671