The display of terminal products directly affects product sales and image presentation. The author summarizes the nine-character policy for terminal display, ten display standards for stores, and eighteen display rules for primary, intermediate, and advanced levels, systematically explaining the standards and details of terminal display, which are also the most basic requirements for display. Although there are many display rules, they are not 'restrictions' but rather 'guidance' accumulated from science and practical experience. 'The subtlety of application lies in the mind,' so they should be flexibly applied according to specific situations and not dogmatically.
Nine-Character Policy
'Quantity': As the primary principle of display, 'quantity' naturally has its important significance. As the saying goes, 'Goods sell by the pile,' meaning that product display must have a sense of volume to attract customers' attention and interest. At the same time, a voluminous display is also an important condition for a vivid store image.
'Group': Products of the same category should be displayed together on adjacent shelves or positions. The requirement of centralized display is also a manifestation of 'volume display,' allowing customers to more easily find the brand or variety they need according to the grouped categories.
'Easy': Easy to take, easy to put back, and easy to restore is one of the conditions for good product display. Even if the display (stack) is beautiful and grand, if it is inconvenient for customers to take or troublesome to put back, then no matter how good-looking the display is, it cannot promote sales.
'Complete': When displaying products, try to ensure that a brand or series of products is fully matched and displayed together, so that customers have a greater choice. This also reflects neatness and beauty in the display.
'Clean': Hygiene and cleanliness are requirements for product display and the entire store environment. Store staff should promptly clean the products and the shelves or stacking positions while displaying, wiping off dust to reflect the freshness of the products.
'Related': 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, related product display becomes very necessary (e.g., toothpaste and toothbrushes, tea sets and tea leaves, trash cans and trash bags, etc.).
'Time': Store staff need to pay attention to the shelf life and expiration dates of products when displaying, especially for products with short shelf life such as pastries and refrigerated items. Store staff should follow the 'first in, first out' display principle. When the front-row products on the shelf are taken by customers, the replenishment staff should first push the back-row products to the front, then replenish the new products with fresher production dates to the empty space at the back.
'Bright': The display position should be placed in a location with good lighting, good visual effect, and sufficient brightness to ensure that products are easy to see and find.
'Color': Many customers shop impulsively 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 the color matching of various products, with appropriate combination of warm and cool tones, avoiding side-by-side display of different products with the same color to prevent visual confusion. Products with similar packaging should be distinguished more carefully.
Eighteen Display Rules
Primary Guidance Rules
Keep Clean · Ensure that displayed products are neat, clean, and undamaged; · Ensure that shelves are clean, undamaged, and free of rust; · Ensure that price tags are neat, clean, and undamaged; · Ensure that promotional aids (such as shelf stickers, POP, wobblers, etc.) are neat, clean, and undamaged.
Timely Replace Damaged Products Damaged products will no longer generate sales and will affect the corporate and brand image, so they must be replaced promptly.
Labels Facing Outward Product labels must be uniformly facing the consumer, with products not placed flat, sideways, or upside down, achieving a neat, uniform, and eye-catching display effect.
Bottom Heavy, Top Light; Bottom Large, Top Small Place heavy and large products at the bottom, and small and light products at the top. This keeps the center of gravity low, which is safe, convenient for consumers to take, and conforms to aesthetic habits. However, for promotional purposes, large packages such as New Year goods and gift boxes may be placed on the top shelf, which is an exception. Also, if the shelf is too high (e.g., 2 meters), the top shelf can only serve a promotional purpose, so use outer boxes or shopping bags to occupy the space and display the image.
First In, First Out First in, first out is a basic rule in warehouse management, and it also applies to supermarket shelves. Products with earlier production dates should be placed at the front, and products with recent production dates at the back, to avoid expired products.
Intermediate Guidance Rules
Prominent Price Price tags should be accurate, clear, and eye-catching. They can be compared with similar products to enhance the promotional effect of the display. When promoting, the promotional price tag must clearly indicate the original price, current price, and reason for the price reduction. At any time, the following five mistakes must not be made: · No price tag found; · Incorrect price tag; · Misplaced price tag; · Overlapping old and new price tags; · Inconsistent prices between promotional area and regular shelf.
Full Display Fill the display shelves with products to increase the fullness and visibility of the display. As the saying goes, 'Goods sell by the pile.' Consumers generally believe that a large quantity of goods indicates bestsellers and freshness, and a full display can prevent competitors from occupying the display space. When shelf inventory is insufficient for a full display, move the back products forward. If products are truly insufficient, use empty boxes or shopping bags to fill the display area. The merchandiser should promptly count the shelf's incoming, outgoing, and inventory flow, order in time, ensure the shelf's safety stock, and strictly avoid out-of-stock situations. However, a full display does not mean that the more products on the shelf, the better. In fact, under the premise of ensuring a full shelf and no out-of-stock, it is not a bad thing to have less stock pressure.
Contrasting Colors Products of the same type (with the same packaging color) should be grouped together to form a 'color block' display effect. Different 'color blocks' of the same color system should be placed separately as much as possible, making it easier for customers to distinguish and achieve a prominent display effect.
Right Place Place the best-selling products in the best position on the shelf, which is also the position with the highest sales per unit area (sales efficiency), such as the front 1/4 to 1/2 of the shelf area in the direction of customer flow, at eye level and within the reachable height (between 1.2 meters and 1.45 meters).
Maximize Display Area Product display should occupy as much display space as possible. Each SKU should ensure a minimum display width of 20 centimeters. The larger the display area, the larger the sales. Capturing consumers' 'eyeballs' is the first step to stimulate impulse buying. Only by occupying more display space than competing brands can there be more sales opportunities.
Adjacent to Main Competitors The display area should be placed next to major competing brands, and star products should be placed next to major competing products to highlight product features. Haven't you noticed that wherever there is Coca-Cola, there is usually Pepsi? Remember the ancient saying, 'Birds of a feather flock together.' If your product is often displayed with certain products, consumers will eventually think they are the same category. At the same time, your main competitors' consumer groups are also your target consumer groups. You can use the competitors' appeal to attract customers and then successfully intercept their potential customers through promotional staff and activities.
Advanced Guidance Rules
Centralized Display Centralized display includes brand centralization and item centralization. Brand centralization means displaying all products of the company's brand together under one display form, and also centralizing all products under sub-brands. Item centralization means displaying products of different sub-brands separately according to different product specifications (packaging form, packaging weight) and different flavors. Obviously, centralized products are easier to create momentum and have a more prominent display effect.
Prominent Display Place key items in the most prominent position, maintain the best order, arrange the largest display area, and achieve a clear primary and secondary structure so that customers can see at a glance. Key products are those that can represent the company's good market image and are also the best-selling products, so they must be shown more to consumers.
Vertical Display Vertical display can be divided into complete vertical display and partial vertical display. Complete vertical display means that a product item or brand is displayed vertically from the top shelf to the bottom shelf. Partial vertical display means that a product item or brand is displayed vertically in blocks, occupying only part of the continuous shelves. In practice, arrange the main shelf display as much as possible in a partial vertical display manner, first ensuring the brand's vertical display, then considering packaging color (flavor) and packaging specifications.
Best Position The different positions in the display area are directly related to sales. For regular shelves, strive for the best display position. When purchasing special display positions, do not only look at the price; calculating the input/output ratio is the most scientific. Also, the display area in the store should be relatively fixed (fixed position rule), so that regular customers can easily find it.
Dynamic Display Display should not be rigid; it should have certain vivid measures to attract consumers, not only during promotional periods. You can add beautiful shelf stickers, POP, wobblers, hanging flags, hanging plates, and other promotional aids, or use lighting, sound, and other marketing vividness, or simply on the basis of a full display (such as a stack), intentionally remove a few products from the outermost layer of the shelf, which is convenient for consumers to take and shows the product's good sales status. These are all vividness measures.
Multi-point Display Multi-point display refers to displaying products in various forms and in different display areas, which does not conflict with centralized display. For example, in addition to regular shelves, there are special displays (hanging strips, column wraps, end caps, stacks, etc.), and in addition to the regular shelf area, displays are also set up at the checkout area, elevator area, etc.
Full Item Uniformity Rule Full item means displaying as many items of a company's products as possible in a classified manner on a regular shelf, which can meet the needs of different consumers, increase sales, enhance the company's image, and increase the influence of the products. Uniformity means that the overall style and tone of the product display should be unified, and the forms of promotional aids should also be unified. However, full item display is limited by the number of items that can be entered, and uniformity requires first having a unified standard. In addition, full item uniform display is only for shelves; special displays (end caps, end shelves, stacks, column wraps, etc.) are often purchased for a specific item or brand and are not included here.
Interpretation of Ten Display Standards in Stores Modern terminal KA system store operators are always thinking about: How to make limited display area bring more profit? The new position of 'display designer' in the talent market is also to meet this need. These KA system stores have their own display management regulations based on the overall product operation status. After suppliers' products are entered, they must first follow their display standards, so learning their operational standards is more practical. The following are the ten points of attention for display at RT-Mart. After learning the above eighteen display rules, you will understand the retailer's display standards on a higher level.
Our company is a self-service wholesale warehouse, so product configuration should be coordinated with product labeling (such as shelf cards, POP) and various signs, so that customers can easily see, take, and buy the products they need. (Author's note: This should support some of our promotional requests.)
Use high shelves, stackers, pallets, and other tools, combined with mass display, to establish the image of a wholesale warehouse. (Author's note: Use 'pallets' as a base for stacks; the top of too-high shelves can display promotional materials.)
Products configured near the entrance must be high-turnover products, so that customers start buying as soon as they enter the store; best-selling products should be configured at the ends of shelves near the aisles to attract customers to walk between shelves; impulse-buying products should be configured on the main walking lines (including the checkout area, but the unit price should not be too high). (Author's note: If product sales are not good, the display position will be affected!)
Related display is the first principle to follow in display. Related display means classifying products by function, not by manufacturer. (Author's note: The centralized display rule may be difficult to implement here!)
Price: When displaying, consider arranging products in order of price, placing products with similar prices together. (Author's note: This is another restriction on our display rules such as being adjacent to competing brands.)
Packaging: Try to do vertical display, with the display method of bottom large, top small; bottom heavy, top light. (Author's note: This is consistent with our requirements.)
Color: Distinguishing by color easily attracts customers' attention and makes them stop to buy. Usually, vertical display can better show beauty. (Author's note: Contrasting colors, consistent with our requirements.)
Do not frequently change product display positions to avoid customers not finding products. (Author's note: Fixed position rule.)
Each product display area should be greater than 20 centimeters. (Author's note: The requirement for maximizing display area per item.)
High-margin products should be displayed on shelves at the same height as customers' sight (about 120 centimeters, commonly called the golden line). (Author's note: The right place rule.)
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