Click the image to register KA Hypermarket Management Research / Huang Jing Everyone knows the importance of display for sales, and various brands are using all their skills in the store to get better displays. But in fact, in many stores, first-tier brands occupy advantageous displays and buy up a large amount of shelf space, squeezing the displays of second-tier brands. The disadvantage of second-tier brands in display is self-evident. How to break the deadlock? Can't get a good display, so you can only eat dirt? NO, the key is how you operate in the store. Display is important for sales, but it is not the only factor. There are many other factors driving sales. When you don't have the best display, you need to learn to value and amplify other aspects that drive sales.

  1. Develop multi-point displays Facing strong first-tier brands, second- and third-tier brands don't need to compete with them for shelf space. Instead, they should find new ways and strive for special displays and special showcases. In this regard, suppliers need to have an eye for discovering display locations, such as elevators, corners, pillars, checkout counters, and associated display areas. Strive to place your products at multiple points in the store to increase consumer contact frequency. Seeing more deepens the impression, increases the chance of purchase, and avoids direct competition on the main shelf.
  2. Cultivate cooperation and loyalty with the store Don't think that first-tier brands naturally get the maximum support from the store. In fact, stores don't get much benefit from first-tier brands, and their control over them is limited. Big brands are not so obedient, so they are more willing to support second- and third-tier brands that are more loyal to them, forming a squeeze on first-tier brands. Suppliers of second- and third-tier brands should fully utilize this, strengthen cooperation with the store, and gain the store's recognition and support as much as possible.
  3. Sales promoters are more important than display FMCG products all need the "final push" from sales promoters. In a sense, sales guides are a special force that plays a huge combat effectiveness in terminal sales. Therefore, the temperament, image, attitude, and professional quality of sales promoters are very important. Suppliers should strengthen the training of sales promoters. The sales promoters of first-tier brands are not necessarily the best. If your sales promoters do better and perform better, they can completely make up for the lack of display. Check yourself: Are your sales promoters good enough? Are they different from other brands' promoters? Do customers like them? Sales promoters are your heavy weapon! According to observation, the work of sales guides in most brands is not very in place, and there is a huge opportunity in this part!
  4. Improve consumer satisfaction Take good care of every customer who comes, even if they don't buy your product. As long as they have a good impression of your product and service, they may buy next time even if they don't this time. Making customers satisfied not only increases repeat purchase rate but also creates word-of-mouth for you and brings people. The value generated by this virtuous consumption chain is huge! Most importantly, consumers' needs and attitudes will in turn affect and constrain the store's attitude towards suppliers. What customers need, the store has to sell; what customers like, the store has to sell well! Remember, grabbing customers is your foundation! Everyone says that physical stores should improve customer experience, and that's the truth: take good care of customers! If you grab customers, you have sales!
  5. Fully utilize store resources to expand brand influence For example, use store posters, broadcasts, POP, store signs, etc., to attract consumers' attention to the brand. Suppliers often only think about their own ideas for publicity, ignoring that the store actually has many resources that can be used, some of which are even free. Remember that customers' purchasing behavior in the store is easily guided by the on-site atmosphere, and more than 80% of purchase decisions are made on the spot. So, let customers see and hear your product as much as possible, which will definitely increase the chance of sales.
  6. Carefully design promotional activities If the display space is insufficient, strengthen the intensity and density of terminal promotional activities to make up for the lack of display. Stores always welcome creative and powerful promotions. To get novel and unique promotional activities, stores are even willing to give free and special support, because promotions have an obvious effect on sales. Combine seasonal, regional, current affairs, and store characteristics, and design more good promotional activities. Even if you don't have the best shelf display, who can stop you from doing business in full swing? Sales is a process of multi-link collaboration, and all factors are important. When a certain link is insufficient, don't just stare at the short board and fall into a deadlock. Instead, jump out, think flexibly from multiple dimensions, and dig out other opportunity points. As long as you are willing to use your brain, the road always gets wider. This article is by Huang Jing. Huang Jing, an expert in store backend system design and a researcher on the relationship between suppliers and retailers. With more than ten years of professional procurement experience, from large state-owned retail enterprises to foreign hypermarkets, she has served as procurement section chief, procurement manager, procurement director, training director, and other positions, with relatively complete work experience in the modern retail industry. She has conducted in-depth research on the relationship between suppliers and retailers, especially systematic research on procurement issues, negotiation issues, cost issues, contract issues, and various conflict resolution issues that suppliers care about.