As the "final kick" of sales, product terminal display is actually a highly technical practical operation. I hope the following key points will be beneficial for improving the professional level of frontline staff and store efficiency.

1. Six Golden Display Rules

I. Clear at a Glance Place products with impulse purchase characteristics, such as bestsellers and high-profit products, at eye level, with labels facing customers. For lower shelves that are not easily seen, tilt the displayed products.

II. Within Easy Reach To achieve easy reach, avoid placing products too high, especially considering that the average height of housewives is around 160 cm. For fresh food, provide tools for easy picking and selection. Fragile packaging should be displayed at chest height to avoid customer concerns about damage.

III. Abundant and Diverse According to a US survey, supermarkets with abundant displays see an average sales increase of 24%. To create a sense of abundance in supermarket displays, not only is sufficient stock needed, but also a strict restocking system.

Experts believe that for every meter of shelf, each section should display at least 3 varieties; for every square meter of shelf, each section should display at least 3 varieties; and for every square meter of selling space, the display should reach 11 to 12 varieties.

IV. Spotless Clean Clean displays not only leave a comfortable impression on customers but also enhance their trust in the operator and the products.

Therefore, products must be wiped clean, and products already on the shelf should be wiped regularly. Labels that are loose should be repaired promptly, and dirty, broken, or deformed products should be removed from the shelves immediately.

V. Packaging Display In supermarkets, packaging not only protects the product but also serves as a display, acting as a silent salesperson.

Generally, customers spend about 25 minutes browsing around 5,000 products in a supermarket, and packaging is the most attractive factor for purchase.

First, packaging must be selected at the time of purchase. Packaging should be an important consideration in determining the product mix. In today's market, no matter how good the product, without attractive packaging, it cannot sell itself in the supermarket.

Second, highlight the packaging design in the display to achieve an engaging artistic effect.

VI. Fixed Product Placement Do not change product placement easily, so that regular customers can easily find the corresponding products and save shopping time. If changes are necessary, provide timely customer service. Frequent changes can annoy customers, especially when they cannot find what they want to buy.

2. Five Golden Display Data Indicators

I. Sales Changes Caused by Changes in Product Display Area For the same product, changing the display area visible to customers can affect sales. The fewer products displayed, the less likely customers are to see them, reducing purchase probability. Even if seen, without a focal point, impulse buying may not occur.

Practice has proven: Reducing shelf space from 4 to 2 positions decreases sales by 48%, and from 3 to 1 position decreases sales by 68%. Increasing shelf space from 2 to 4 positions increases sales by 40%, and the display area of a product is proportional to its market share.

II. Sales Changes Caused by Display Height Different display heights lead to different sales. Based on height, shelves can be divided into three sections: the middle section is the easiest to reach, with heights of 70-160 cm for men and 60-150 cm for women, often called the "golden position," typically used for main products or products intended for promotion.

The upper and lower sections are within reach: the upper section is 160-180 cm for men and 150-170 cm for women; the lower section is 40-70 cm for men and 30-60 cm for women, typically used for secondary products. The lower section requires customers to bend or squat to reach.

The top section is above 180 cm for men and above 170 cm for women; the bottom section is below 40 cm for men and below 30 cm for women, typically used for low-margin, supplementary, and volume-feel products. The top can also be used for color coordination and decorative displays.

According to practical experience: At eye level and within easy reach, the probability of product sale is about 50%; At head and waist height, the probability is 30%; Above or below the line of sight, the probability is only 15%.

III. Sales Changes Caused by Display Time Changes in display time also affect sales.

A survey showed that the promotional effect of store displays is 100% on the first day, 90% on the second, 80% on the third, 60% on the fourth, 35% on the fifth, and only 30% on the sixth.

IV. Changes in Display Methods Experts have found that adding an extension grid to a standard shelf, like outstretched hands, not only expands the display quantity but also makes products easier to see, ultimately increasing sales by 180%.

Irregular displays, such as placing products randomly in a large mesh basket or bin, allow customers to pick up products freely and boldly, enabling closer inspection and creating a sense of bargain, which is highly enticing. Such irregular displays can increase sales by about 1 times compared to regular displays.

V. Sales Changes Caused by Display Signage (1) Price reduction + signage; (2) For special sales, it is necessary to place special sale signage.

In the same special sale, without signage, only 10 units are sold per day; with signage, 60 units are sold per day, a 6-fold increase.

3. Two Terminal Display Techniques

I. Stack Display (堆头陈列) This involves creating a space in the main aisle (where traffic is high) or a dedicated area to display a single product or 2-3 products in quantity. Products suitable for stack displays include: (1) Special-priced products; (2) Clearance products; (3) Buy-one-get-one-free products; (4) Seasonal products; (5) New products with sales potential; (6) Holiday products; (7) Products heavily promoted by the media.

II. N-Shelf Display (N架陈列) N-shelves are the ends of shelves. No more than 4 products should be displayed on an N-shelf, and the following conditions must be met: (1) Products must be related; unrelated products should never be placed on the same N-shelf; (2) There should be a display theme. For example, a "BBQ Collection" could include barbecue sauce, soy sauce, charcoal, and grill nets on one N-shelf. (3) Visibility: Consumers should be able to clearly see the products from a distance, allowing the display to convey unique brand information. (4) Flexibility: Due to varying terminal quality across markets, terminal forms vary widely. Some counters are at corners, some are islands, some are against walls. All these constraints require flexibility in creating a sales atmosphere that adapts to various terminal formats. (5) Consistency: Coordinate closely with above-the-line communication to achieve visual and informational consistency, ensuring the product is always present at the terminal.

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