Source: Supermarket Help (ID: hrdianzhang) Terminal merchandising refers to attracting consumers' attention and stimulating their purchase desire through excellent display locations, positions, and eye-catching display materials. In short, it makes products "self-sell." When implementing terminal merchandising, focus on the following six elements: "Right Product": The product type and specifications must meet the needs of the market, channel, and consumers, and have clear selling points and competitive advantages. If the displayed product is wrong, consumers cannot find what they need, and the display's effect on sales improvement will not be realized. "Right Place": Located in high-traffic areas, and the display position should match consumers' purchasing habits, effectively intercepting customers who are buying similar products from competing brands. "Right Time": Peak purchasing times, weekend shopping, or when coordinating with advertising and promotional activities. "Right Quantity": When implementing terminal merchandising, pay attention to: first, consider the sales growth brought by the display, so maintain sufficient inventory to avoid stockouts; second, have enough stock to achieve the display effect. Both are indispensable. "Right Price": The price should be clearly competitive compared to similar products, and the price label should clearly tell consumers the benefits they can get in terms of price when purchasing. "Right Display Format": There should be enough space to make the display easy to see, easy to pick up, easy to compare, and easy to choose. Six Standards for Terminal Merchandising: Strive for the best display position and maximum display space;
- Horizontal display by category, vertical display by item and flavor, and allocate display space in a reasonable proportion;
- Place best-selling products and new products where consumers can see and pick them up most easily;
- Display products facing forward, with correct and clear price tags; ensure first-in, first-out to guarantee product freshness;
- Use display materials and promotional items to effectively highlight product "selling points." Eight Basic Principles of Terminal Merchandising: Principle 1: Best Display Position Company products should be displayed in areas with the highest foot traffic and greatest influence; Always display at the front of the traffic flow; occupy the best display spots: pallets, shelves, freezers. Principle 2: Maximize Centralized Display Company products should be displayed as centrally as possible; Company products should have a display area greater than or at least equal to competitors'; Sufficient display space ensures enough inventory, avoiding sales loss due to stockouts, thereby increasing single-point selling power. Principle 3: Horizontal Display by Category In stores that allow brand-centralized display, company products should be displayed horizontally along the direction of customer flow; In stores that do not allow brand-centralized display, company products should be correctly placed in the corresponding category shelf areas according to the characteristics of different product categories. Principle 4: Vertical Display by Item and Flavor Where possible, all items should be displayed vertically; small packages should be placed in the upper middle, and large packages at the bottom for easy access. Full cases can be displayed on the top shelf above head height for image display; they can also be placed on the bottom shelf for consumer convenience. Principle 5: Display Products Facing Forward Whether in the first row or the back row, every product should face the customer. Principle 6: First-In, First-Out Principle Pallets are the fastest turnover point; move products with lower freshness from warehouses, shelves, and other display points to pallets to speed up sales and avoid near-expiry items. For rotating display points, place products with lower freshness closest to customers, and products with better freshness behind; promptly remove expired products to maintain product quality and build customer and consumer loyalty. Principle 7: Price Tags Correct and Visible Price tags should be clear and correctly correspond to each product. Any product on discount or promotion should be highlighted with fresh colors. Use professional price tags/cards for company products as much as possible. Principle 8: Complete and Standard Display Materials, Effective Use of Promotional Items Regularly check all display points and clean them to ensure tidiness; promptly replace products with damaged appearance to ensure displayed products are always clean and present a good image of Nongfu. Use any display materials and promotional items that effectively convey "selling points" to serve as in-store advertising, strengthening brand awareness, promotional information, or product selling points. Regularly replace display materials and promotional items to keep them clean and tidy, and to convey the company's latest brand communication themes or promotional items in real time. 2017 (Third) FMCG + Internet Conference will be held in Chongqing in November 2017. The conference will closely focus on the theme "New Forces, New Ecology," inviting domestic 1000+ distributors, 500+ brand owners, 200+ founders of B2B platforms, and 100+ investment and financing institutions to jointly explore a new chapter of cross-border integration! Click the link below to review the highlights of the first and second FMCG + Internet Conferences: 2016 "FMCG + Internet" Summit Forum -END-