01 Issues to Consider for Terminal Displays
1. Attract consumers' attention.
Use methods such as centralized display of multiple products, large-area display of a single product, and themed displays for promotional activities to attract consumers' attention.
2. Reflect and enhance brand image.
Display is a way to show consumers the product and brand image, so always pay attention to whether it is conducive to the reflection and enhancement of the brand image.
3. Most accurately intercept target consumers.
Analyze the store environment and consumer habits, and display products where target consumers are most likely to go.
4. Rational comparison with similar products.
Place your products in the same grade and type area to form a reasonable comparison with other similar products in terms of brand, variety, and price, avoiding unreasonable comparisons with non-similar products.
5. Reasonably utilize display areas to maximize sales.
Supermarkets themselves adopt an elimination system; brands that don't make money are removed from the shelves. As a manufacturer, you should also fully leave shelf space for best-selling products and varieties.
6. Increase product contact opportunities with consumers.
Whether finding a new display position or expanding the original display area, the more opportunities for products to come into contact with consumers, the greater the sales opportunities.
7. Reflect the primary and secondary structure of products.
Do not allocate display areas equally to all products; instead, divide the size of display blocks and the quality of display positions, displaying products with a clear priority.
02 Selection of Terminal Display Positions
1. Display must be close to your main competitors.
2. What your products are often displayed with will, over time, lead consumers to think they are all the same category.
3. At the same time, the consumer group of your main competitors is exactly your target customers.
You can use their appeal to attract consumers to you. Then, through promotional staff and promotional activities, successfully intercept competitors' potential customers.
4. When setting up stack displays or end caps, strive for the best display positions.
These special advantageous display methods are hard-won and expensive, so you must find the right position; otherwise, they will have no effect and waste terminal investment costs.
5. End caps or stack displays can be placed near the checkout counter, which is the last stop before purchase and a must-pass area.
A. Near the front of the product category area. B. Near a concentrated promotional activity area, which attracts many consumers. Just as some consumers look for promotional or discounted products based on store flyers, consumers also believe that products in promotional areas are more favorable. C. End caps can be separated from your product display area to gain more consumer contact opportunities. For example, if products are displayed at the front of the shelf, the end cap can be placed at the back of the shelf, thereby increasing the chance of product contact with customers. D. Some high-traffic aisle areas in the store are not suitable for stack displays. Despite high foot traffic, the short dwell time does not give consumers enough time to understand and choose, often resulting in poor results.
03 Display Principles
1. Strive for the largest display area.
The larger the display area, the smaller the display area for other products, and the higher the chance of your product being selected.
2. Keep the display area as neat as possible.
Even for products of different specifications, the visual outline of the display should be a square shape, which helps attract consumers and reflect the brand's momentum. Arrange products neatly to form a surface that consumers can see from a distance. Consumers approach your product from afar, so a good display can be recognized as that brand's area from a distance.
3. Ensure sufficient display area for a single variety.
A large-area display of a single product brings better sales than displaying multiple products in the same area. If the display area for a product variety is too small, it is difficult to attract consumers and even harder to gain their trust. Especially for new brands entering the market, it is not wise to try to enrich product varieties; concentrating limited display area into a whole is more conducive to brand building and product sales.
4. Place the best-selling or main products in the best display position.
The best display position is at eye level. The greater the angle of looking down or up, the more peripheral the position.
5. Arrange products according to the principle of larger at the bottom, smaller at the top; heavier at the bottom, lighter at the top; adjacent colors together, with gradual color transitions.
6. Keep products clean.
Keep the surface of products clean, and promptly restore the display to neat arrangement when customers mess it up, always maintaining a good product image for consumers.
04 How to Secure Good Display Positions
1. Strengthen business penetration at the terminal.
Except for leading brands, other brands must have good customer relationships to get good display positions and large display areas. The allocation of display positions is closely related to the investment manager, store buyer, cabinet head, and store stocker.
2. Seize opportunities to adjust and expand displays.
It is difficult to find an ideal display position and sufficient display area at once when a product first enters the store. As long as you seize the right opportunities, you can gradually improve the position and expand the area. a. When a brand with poor sales is removed from the shelf. b. When new products enter and need adjustment. c. When seasonal adjustments to product variety structure are made. d. During major holidays, store anniversaries, special price activities, etc.
3. Use promotional activities as a condition to gain display support.
Through special price activities, buy-one-get-one-free activities, etc., negotiate with the store to gain special display support such as stack displays, end caps, and flower carts, and simultaneously expand shelf display area. After the activity ends, continue to occupy the expanded display area. Don't miss any opportunity, even if it's just one more product; small gains add up, and the display area will grow. If you don't care about this "small matter," other brands will "encroach" on your territory, and your display will gradually shrink, leading to declining sales.
The Nine-Character Product Display Principle Starting from the principle of simplified management, display is actually a meticulous task that requires care. If you follow the basic requirements, you can effectively improve store image and promote sales. 1. "Quantity" As the primary principle of display, "quantity" naturally has its important significance. As the saying goes, "Goods piled up like a mountain," meaning that product display must have a sense of volume to attract customers' attention and interest. At the same time, a sense of volume is also an important condition for a vivid store image. 2. "Concentration" Products of the same category should be displayed together on adjacent shelves or positions. The requirement of concentrated display is also a manifestation of "volume display," and it makes it easier for customers to find the brand or variety they need by category. 3. "Ease" Easy to take, easy to get, and easy to restore is one of the conditions for good product display. Because even if the display (stack) is beautiful and grand, if it is inconvenient for customers to take or put back, then no matter how good-looking the display is, it cannot promote sales. 4. "Completeness" This means that when displaying products, try to ensure that a brand or series of products is complete and displayed together, so that customers have a greater choice. It also reflects a neat and beautiful effect in the display. 5. "Cleanliness" Hygiene and cleanliness are requirements that customers have for product display and the entire store environment. Store staff should clean the products, shelves, or stack positions in a timely manner while displaying, and wipe off dust from products to reflect freshness. 6. "Connection" Many products are related in customers' minds. When customers buy a certain product, they may need related products to match, or through careful arrangement by store staff, they may discover that buying product A plus product B is a good combination. Thus, displaying related products together is very necessary. 7. "Timeliness" Store staff need to pay attention to the stocking time of products when displaying. They should follow the "first in, first out" principle. When the products in the front row are taken by customers, the replenishment staff should first push the back-row products to the front, then place new products in the empty space at the back. 8. "Brightness" This means that the display position should be placed in a location with good lighting, good visual effects, and sufficient brightness to ensure products are easy to see and find. 9. "Color" Many customers make impulse purchases in stores. Besides price, variety, and volume, the beauty of the outer packaging and visual impact are also important factors that trigger impulse buying. Therefore, when displaying products, store staff should pay attention to color matching, with appropriate combinations of warm and cool tones, avoiding side-by-side displays of different products with the same color to prevent visual confusion. Products with similar packaging should be distinguished.
Summary: Display is not just about making products look good; it also includes factors such as brand image, product credibility, target customer group locking, and price impression, which directly affect consumers' final purchase decisions. Following certain principles for display can effectively promote sales.
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