---
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. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and thus gaining more purchase opportunities? Research shows that consumer purchasing behavior is largely unplanned—seeing the product in person triggers a decision to buy. Vivid display can enhance product presentation and stimulate purchase intent. In other words, product display is the last chance to drive sales; only products that capture customer attention will sell."
author: "方刚"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2018-04-19"
language: "en"
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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. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and thus gaining more purchase opportunities? Research shows that consumer purchasing behavior is largely unplanned—seeing the product in person triggers a decision to buy. Vivid display can enhance product presentation and stimulate purchase intent. In other words, product display is the last chance to drive sales; only products that capture customer attention will sell.

The quality of product display directly affects the success of brand cultivation. How can products be more vividly presented to consumers, making them easy to identify, attracting attention, and thus gaining more purchase opportunities?
Research shows that consumer purchasing behavior is largely unplanned—seeing the product in person triggers a decision to buy. Vivid display can enhance product presentation and stimulate purchase intent. In other words, product display is the last chance to drive sales; only products that capture customer attention will sell!
Consumers make most purchases randomly in 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 display plays a crucial role in influencing consumer purchase behavior and decisions. Vivid product display makes it easy for consumers to identify, attracts attention, and stimulates purchase intent, achieving the marketing goal of "cultivating the brand and guiding consumption."
**Basic Terminal Display Action—"Display 43521 Formula"**
**At eye level are main products, at upward glance are image products, and at lower levels are auxiliary products.**
**The best display method is 43521, meaning if there are 5 display layers, arrange them from top to bottom in areas of 4, 3, 5, 2, 1. The main promoted product naturally occupies the largest display area, preferably on the 3rd layer; the bottom two layers have smaller areas for auxiliary products.**
In supermarkets, the 3rd position is optimal; the best viewing angle is at one-third from the top of the visual field. Thus, the 4th row is the best display position, determined by consumer visual focus.
**In supermarkets, vertical arrangement is best—uniform and with high visual impact, because the entire optimal display layer is usually 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—Pile Displays in Supermarkets**
Display is not only a terminal task; from the source, packaging design must consider terminal display effects, often called shelf thinking, which should be considered during product design and development. All products are displayed; how we display our products so that terminals accept them—only after entering the store can we adjust based on actual conditions.
Pile displays have a visual effect that is more eye-catching than any other form. At the same time, pile displays are criticized for high costs and average cost-effectiveness. Regardless of the display method, if consumers don't see the value of buying your product, the effect won't be good. Pile displays are best paired with themed promotional activities or major holidays; otherwise, costs are too high.
**Terminal Display—Terminal Differentiation**
For circulation, supermarket systems, and special channels, several display principles are consistent: **arrange according to people's habitual visual angles (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, besides regular price tags and explosion tags, consider the packaging itself—make "two-pack" or "three-pack" bundles with promotional items included; or use the owner's counter—place products there 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 re-launch of an old one, for market development, display work is generally recognized as the first step, 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 if ours are attractive;
**Step 3:** The first two are our own wishes; consider whether terminals will accept them. How to get terminals to buy in?
**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 do. After completing these steps, once products enter the store, then consider vivid display.
Entering supermarkets is harder than entering terminal tobacco and liquor stores; the most direct issue is cost-performance ratio and performance ratio!
Currently, entering supermarkets is costly. **If you want to enter supermarkets** and achieve ultimate product promotion, occupying main display areas and facings, you must carefully calculate and analyze. If it's not profitable, how can you proceed? Large supermarkets charge high entry fees, barcode fees, activity fees, facing fees, pile fees, internal publication fees, etc. To display in supermarkets, you face many challenges.
**Squeezing Out Competitors: The Strength of People Determines Brand Strength**
**A strong brand at the terminal must have strong aggressiveness and exclusivity, with strong dominance in its sphere of influence.** For example: a plant protein beverage brand has a minimum distribution rate of 60% in Hebei and Shandong terminals, reaching over 90% in some places, and no other brand can exceed 10% distribution in its sphere.
Brand is bone, non-brand is flesh; only bone is a skeleton, so you need some flesh; only flesh can't stand up; without bone, it's not a complete person. More importantly, there must be thought; people have subjective initiative. **Fighting for market and doing display is necessary, but more important is human maintenance; sales without follow-up are one-time deals. Flowing water doesn't compete to be first; water doesn't supply homes if it doesn't flow. If the process is done well, the results will naturally be good.**
A large 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 their specific spots to be bought. **The category flow rate at terminals is a fixed constant, but for an individual brand to achieve the highest flow within that constant, it cannot be too polite; it must fiercely "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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