--- title: "The Shelf: Defeating Rivals in the Final Battle at the Point of Sale" description: "Winning at the point of sale is a consensus. From R&D to production to distribution, manufacturers go to great lengths to ultimately succeed at the retail terminal. The display, promotion, and sales of products on the shelf determine a brand's fate. How can we improve shelf efficiency and avoid wasting resources? 1. Ensure proper shelf management to leave no opportunity for competitors." author: "New Distribution" publisher: "New Distribution" email: "zhaobo258@gmail.com" telephone: "+8615854817671" published: "2015-07-08" language: "en" canonical: "https://xinjignxiao.com/en/articles/the-shelf-defeating-rivals-in-the-final-battle-at-the-point-of-sale-1585ac92/" markdown: "https://xinjignxiao.com/en/articles/the-shelf-defeating-rivals-in-the-final-battle-at-the-point-of-sale-1585ac92.md" original_source: "https://mp.weixin.qq.com/s/pKinIik79ph0mkxwPuL5YA" translation: "https://xinjignxiao.com/zh/articles/%E8%B4%A7%E6%9E%B6-%E5%B9%B2%E6%8E%89%E5%AF%B9%E6%89%8B-%E5%86%B3%E8%83%9C%E7%BB%88%E7%AB%AF%E6%9C%80%E5%90%8E%E7%9A%84%E5%86%B3%E6%88%98-1585ac92.md" attribution: "New Distribution — https://xinjignxiao.com/en/articles/the-shelf-defeating-rivals-in-the-final-battle-at-the-point-of-sale-1585ac92/" usage_policy: "https://xinjignxiao.com/ai-policy.txt" --- # The Shelf: Defeating Rivals in the Final Battle at the Point of Sale > Winning at the point of sale is a consensus. From R&D to production to distribution, manufacturers go to great lengths to ultimately succeed at the retail terminal. The display, promotion, and sales of products on the shelf determine a brand's fate. How can we improve shelf efficiency and avoid wasting resources? 1. Ensure proper shelf management to leave no opportunity for competitors. Winning at the point of sale is a consensus. From R&D to production to distribution, manufacturers go to great lengths to ultimately succeed at the retail terminal. After painstakingly building a network of retail outlets, the display, promotion, and sales of products on the shelf determine a brand's fate. The retail terminal is so important that manufacturers spare no expense or cost in employing a human-wave tactic, securing shelf space through display or buyouts, and layering visual merchandising materials again and again... How can we improve shelf efficiency and avoid wasting resources? 1. Ensure proper shelf management to leave no opportunity for competitors. The battle for shelf space is a protracted war, with competitors constantly launching offensives to seize shelf space. In such a situation, only by continuously and relentlessly focusing on shelf management, leaving no opportunity for competitors to exploit, can you maintain a competitive advantage. 2. Invest where necessary; do not relinquish control of the shelf. The battle for shelf space is also a tug-of-war, with competing brands continuously investing resources in the fight for shelf space. As an indispensable resource for achieving product sales, control of the shelf must never be easily lost; investment must be made where necessary. Generally, investments aimed at securing shelf space are effective and economical. Ensure sufficient budget to support display initiatives, such as striving for the best display positions and larger display areas, offering display allowances to retailers and distributors, or conducting display contests to stimulate their enthusiasm for good displays. 3. Continuously cultivate good customer relationships. Good customer relationships are cultivated through ongoing cooperation. The approach of developing customer relationships only when you need support is unlikely to succeed. In normal times, focus on maintaining good relationships with retailers, providing them with support and assistance within your means, so that you can gain their support at critical moments. 4. Establish a product display award to motivate retailers' display enthusiasm. To motivate retailers to assist with product displays, set display assessment standards, and provide display rewards to retailers and distributors who meet the standards. The purpose is to maintain vibrant product displays at points of sale. If providing display rewards to retailers is more cost-effective than doing the displays yourself, it is a good method. 5. Offer display suggestions to retailers. Sales representatives should reasonably utilize shelf space at every retail outlet. While maintaining overall store display coordination, they should propose display suggestions to store staff, explain in detail the benefits to the retail store, and upon approval, immediately assist staff in adjusting product placement, influencing them with a conscientious work attitude and full enthusiasm. If there are objections, first adjust the parts they agree with, and gradually achieve the remaining goals in subsequent visits. 6. Product popularity is the hard core of defending shelf space. Whether retailers agree to give larger display space depends largely on the product's popularity. The more popular the product, the more profit it generates per display space. Most retailers will not allocate large shelf space to slow-moving products. Only when products are popular can they gain strong support from merchants, thereby better defending shelf space. Product popularity and expanded display space reinforce each other. The more popular the product, the more likely it is to gain retailer support, which helps expand display space. Conversely, expanding display space provides a prerequisite for further product popularity. 7. Conduct strict assessments of terminal display work. Only with a strict assessment system can terminal display work have clear guidelines, and sales representatives have the pressure and motivation to do it well. Only then can terminal display work always maintain its best state. 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