---
title: "No Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?"
description: "The quality of product display directly affects the success of brand cultivation. Research shows that most consumer purchases are unplanned, and eye-catching displays can stimulate purchase intent. This article introduces the 'Display 43521 Formula' and four key steps for effective shelf placement."
author: "New Distribution"
publisher: "New Distribution"
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published: "2018-05-06"
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# No Display, No Sales! 4 Steps + Display 43521 Formula: Have You Mastered These Essentials?

> The quality of product display directly affects the success of brand cultivation. Research shows that most consumer purchases are unplanned, and eye-catching displays can stimulate purchase intent. This article introduces the 'Display 43521 Formula' and four key steps for effective shelf placement.

△2018 China (Luohe) Food Marketing Innovation Summit & 3rd Leisure Food Manufacturers and Distributors Precision Matchmaking Meeting
Free registration is in full swing; scan the QR code for details.
The quality of product display directly determines the success or failure of brand cultivation. How can products be displayed more vividly in front of consumers, making them easy to identify, attracting their attention, and thus gaining more purchase opportunities?
Research has found that consumer purchasing behavior is largely unplanned—decisions are made on the spot upon seeing the product. Vivid displays can enhance product presentation and stimulate purchase intent. In other words, the quality of product display is the last chance to drive sales; only products that capture customer attention will sell!
The majority of consumers make random purchases when visiting stores. **According to statistics, each consumer spends an average of 15 seconds at a store display case, and 75% make a decision within 5 seconds. If they don't see the brand they want, 40% will buy another brand.** This shows that vivid terminal displays play a crucial role in influencing consumer purchase behavior and decisions. Vivid product displays make products easy to identify, attract consumer attention, and stimulate purchase intent, thereby achieving the marketing goals of "cultivating the brand and guiding consumption."
**Basic Terminal Display Actions—"Display 43521 Formula"**
**Products at eye level are the main sellers; those above eye level are image products; those below are ancillary products.**
**The best display method is 43521, meaning if there are 5 display layers, arrange them from top to bottom in a 43521 area ratio.** The main promoted products should occupy the largest display area, preferably on the third layer; the bottom two layers have smaller areas for ancillary products.
In supermarkets, position 3 is optimal; the best viewing angle is at the upper third of the field of vision. From this perspective, the fourth row is the best display position, determined by consumer viewing focus.
**In supermarkets, vertical arrangement is best—neat and uniform, with high visual impact, because usually the entire best display layer is not given to one brand; vertical arrangement can create color blocks.** This allows customers to see at a glance without raising their heads or bending down.
**Terminal Display—Stack Displays in Supermarkets**
Display is not just a terminal task; from the source, packaging design must consider terminal display effects, often called shelf thinking. This must be considered during product design and development. All products are displayed; how should our products be displayed so that terminals accept them? Only after entering the store can we display according to the actual situation.
The visual effect of stack displays is more eye-catching than any other form. At the same time, stack displays are often criticized for high costs and average cost-effectiveness. No matter how you display, if consumers don't see the value of buying your product, the effect won't be good. Stack displays are best paired with themed promotional activities or major holidays; otherwise, the cost is too high.
**Terminal Display—Distinguishing Terminal Types**
For circulation, supermarket systems, and special channels, several display principles are consistent: **arrange according to habitual visual angles (from top to bottom, left to right; some stores need to consider which area attracts the most attention upon entry).**
**In circulation-type stores,** products are on shelves, making it hard to stand out unless there's a dedicated shelf. To let consumers see the product, besides regular price tags and explosive tags, consider the packaging itself—make "two-pack" or "three-pack" bundles with promotional items included; or use the counter—place products on the counter so they are seen upon entry. Especially for new product launches, consider consumer tasting at certain points.
Whether it's a new product or a relaunch of an old one, display work is generally recognized as the first step in market development, and it's not as simple as it seems.
**Step 1:** Conduct cost accounting;
**Step 2:** Formulate display policies; look at other product policies to analyze whether ours are attractive;
**Step 3:** The first two are our own wishes; consider whether terminals will accept them. How to make terminals pay?
**Step 4:** Display work is never independent; we must consider follow-up, price management, product flow management, etc.
So there's much to consider and much to do. After completing the above steps and getting products into stores, then consider how to achieve vivid displays.
Entering supermarkets is more difficult than entering tobacco and liquor stores; the most direct issue is the cost-benefit ratio and performance ratio!
In the current environment, the cost of entering supermarkets is relatively high. **If you want to enter supermarkets** and achieve ultimate product promotion, occupying main display areas and shelves, you must carefully calculate and analyze. If it's not profitable, how can you proceed? Large supermarkets have high entry fees, barcode fees, activity fees, shelf fees, stack fees, internal publication fees, etc. To display in supermarkets, you face many challenges.
**Squeezing Out Competitors: The Strength of People Determines Brand Strength**
**A powerful brand at the terminal has strong aggressiveness and exclusivity, with strong dominance in its sphere of influence.** For example, a certain plant-based protein beverage brand has a minimum distribution rate of 60% in Hebei and Shandong terminals, reaching over 90% in some areas, and no other brand can exceed 10% distribution in its sphere.
Brand is the bone, non-brand is the flesh. Only bones make a skeleton, so you need some flesh; only flesh can't stand up. Without bones, it's not a complete person. More importantly, there must be thought; people have subjective initiative. **Fighting for the market and doing displays is necessary, but more important is human maintenance. Sales without follow-up are one-time deals. Flowing water doesn't compete for precedence; water doesn't flood the home. If the process is done well, the results will naturally be good.**
A significant portion of consumer purchases are impulsive, so products should be displayed where consumers most often stop and can easily reach, to maximize contact opportunities. In each terminal, various categories have fixed positions; food and beverages wait in specific places to be bought. **The flow rate of product categories at the terminal is a fixed constant, but for an individual brand to achieve the highest flow rate within this constant, it cannot be too polite; it must desperately "squeeze"—if you squeeze out a position, there's a chance to be bought; if you're squeezed out, you're squeezed out of the market!**
Source: Food Board (ID: tyjspb)
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