---
title: "The Matter of Retail Terminals: Visual Merchandising to Boost Single-Store Sales"
description: "Visual merchandising, or visual impact, stimulates shoppers' desire to buy and increases sales. It involves making consumers see, repeatedly see, remember, be influenced, and spread the word, ultimately driving product sales through strong visual appeal and aesthetics. This approach reflects a meticulous and responsible market attitude and a grand market vision, and it is a strategic move in the face of intense competition and increased sales pressure."
author: "刘雷"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2014-09-23"
language: "en"
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# The Matter of Retail Terminals: Visual Merchandising to Boost Single-Store Sales

> Visual merchandising, or visual impact, stimulates shoppers' desire to buy and increases sales. It involves making consumers see, repeatedly see, remember, be influenced, and spread the word, ultimately driving product sales through strong visual appeal and aesthetics. This approach reflects a meticulous and responsible market attitude and a grand market vision, and it is a strategic move in the face of intense competition and increased sales pressure.

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Visual merchandising, more intuitively, is visual impact, which stimulates shoppers' desire to buy and increases sales. It is a marketing method that makes consumers see, repeatedly see, remember, be influenced, and spread the word, ultimately driving product sales through strong visual impact and aesthetics. Visual merchandising reflects a meticulous and responsible market attitude and a grand market vision. It is also an expansion move in the face of intense market competition and increased sales pressure. Visual merchandising is a channel reinforcement behavior. The author believes it is a further consolidation and strengthening of the channel, with the focus on strengthening: elevating originally strong and promising channel outlets into model stores and more competitive stores. For stores with weak merchandising and empty visual merchandising, increase investment to eventually create models and drive sales growth. What is the true meaning of visual merchandising? It is channel strengthening, establishing one's own channel barriers and standards, stabilizing the iron army, advancing into new territories, gradually encroaching on the market feast, ultimately achieving channel stability and strong control, creating a first-class sales channel, atmosphere, habits, and management, ensuring absolute market advantage and position. Visual merchandising is something that first-tier enterprises are doing, and second- and third-tier enterprises are also operating; it is an inevitable product of intense competition and refined channel development in the new era. How to do channel reinforcement well varies by manufacturer strategy, often based on their own strength and budget support. Products targeting township markets focus their channel reinforcement plans on key township markets in the region, carrying out regional strengthening and replication in surrounding markets. Products targeting urban markets and radiating to surrounding areas, with a strong urban flavor, focus channel reinforcement on hypermarkets and chain promotions in their regions, emphasizing the image dissemination and pull effect of central markets. For the intense competition in FMCG, how should channel reinforcement be done? 11.4% of purchases are impulsive, mainly influenced by product visual impact, reflected in product display and merchandising. Visual merchandising is a direct way to increase product sales to a certain extent.

A: Strengthen single-point standards, create a visual merchandising (VMD) feast:
Fast-moving consumer goods are basically mainstream products. Urban sales habits and product characteristics guide township follow-the-leader behavior, serving as a benchmark. Therefore, enterprises must first establish the urban central benchmark market. Specifically, implement a model store plan to create a standard for a store, such as store image, with display and merchandising as the main standards for the model.

Case study: Large domestic food and beverage companies often place great importance on product display, such as display and assessment: their typical display operations include:

(1) Normal shelf display. The scoring content mainly consists of the following aspects:
A. Position score. Taking a five-tier shelf as an example, if the company's product is displayed on the golden line (the second tier), it scores 4 points; if on the first or third tier, 3 points; fourth tier, 2 points; fifth tier, 1 point; if no product, 0 points.
B. Facings score. The number of products in the outermost row on the shelf is the product's facings. If each flavor has 2 facings, score 1 point; 4 facings, 2 points; 6 facings, 3 points; no facings, 0 points.
C. Quantity score. If the number of products on the shelf reaches 10 (units), score 1 point; 20 (units), 2 points; and so on. If less than 10, score 0 points.
D. Relative position score. If the product's position is the best relative to competitors, score 4 points; second best, 3 points; and so on; worst, 0 points.
E. Relative area score. If the product has the largest facings, score 4 points; second largest, 3 points; smallest, 0 points.

(2) Special display. This includes displays other than normal shelf displays in malls and supermarkets, such as floor stacks (ground stacks, end caps), end-cap displays, company-made display racks, and floor stands. If the display is full and without stockouts, the directly responsible person can score 20 points; if the display position is empty, 0 points; if there are stockouts, score between 0 and 20 points based on the fullness of the product placement.

Scoring method: Each store's display has a full score of 100 points. Each month, distributors and salespeople report the list of stores; after company confirmation, company sales staff visit each store three times a month for scoring, and the average is taken as the final score. Reward method: Each store's score can reward the corresponding salesperson 1 RMB; if all stores are rated full marks, the total reward for all salespeople is 1000 RMB. The distributor's portion is rewarded to the responsible manager, with the reward amount equal to the total rewards of their subordinate salespeople. That is, if the subordinate salespeople's total rewards reach 1000 RMB, the manager also receives 1000 RMB. This incentivizes salespeople to work hard on product displays and actively urge stores to order, and motivates distributor managers to actively order from the company and replenish store stock in a timely manner. This method of combining visual merchandising with salesperson assessment ensures effective and thorough execution.

So what are the main techniques for product display? The author provides examples of conventional methods as follows:

1. Refine display standards to increase single-store sales
(1) Maximize display to create an imposing presence:
The purpose of product display is to occupy more display space, increase the quantity on the shelf as much as possible, and surpass competitors in occupying more display space and positions to seize more sales opportunities.

(2) Independent and centralized, highlighting individuality:
Centralized display reflects exclusivity. Be sure to display all specifications and varieties of the company's products together. When inspecting the market, if you find mixed displays, remove other brands that have infiltrated the company's display, and organize the company's products into a consistent and centralized effect.

(3) Full-line display to meet diverse needs:
The full-line principle requires displaying as many of the company's products as possible in all categories on a single floor stack or shelf, creating a strong and imposing display atmosphere. This not only meets the needs of different consumers and increases sales but also enhances the company's image and increases product influence and sales power.

(4) Full and generous display:
Fill the display shelves with your products to achieve a full display. This increases the fullness and visibility of the product display and prevents competitors from squeezing out your display space.

(5) Vertical and centralized display to directly capture consumers:
Vertical centralized display can capture consumers' attention because it aligns with people's habitual line of sight and makes it easy to create vivid and effective display surfaces.

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