---
title: "To Sell Well, You Can't Do Without This Kind of Terminal Display and Promotion!"
description: "The fierce competition in the beverage industry has extended the battle to the last meter of shelf display. To increase sales, attract attention, and boost purchase volume, beverage companies are employing various tactics to secure the best terminal displays. This article explores various display and promotion methods through visits to representative channels."
author: "New Distribution"
publisher: "New Distribution"
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published: "2015-11-04"
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# To Sell Well, You Can't Do Without This Kind of Terminal Display and Promotion!

> The fierce competition in the beverage industry has extended the battle to the last meter of shelf display. To increase sales, attract attention, and boost purchase volume, beverage companies are employing various tactics to secure the best terminal displays. This article explores various display and promotion methods through visits to representative channels.

**Introduction**
The fierce competition in the beverage industry has extended the battle to the last meter of shelf display. To increase sales, attract attention, and boost purchase volume, beverage companies are employing various tactics to secure the best terminal displays. The author visited some representative channels to explore various display and promotion methods.

## **FMCG Terminal Display 1: "Buddy Pack" Multi-Pack**
Beverages are among the high-frequency consumer goods in FMCG, with relatively large daily consumption and purchase volumes. As beverage varieties and flavors continue to increase, consumers have more choices. With this trend gradually taking shape, multi-pack (搭扣装) is increasingly adopted by beverage companies. Multi-pack is generally used for large-capacity beverages, where two bottles are connected via a bottle-top clip, forming a "buddy pack" or "sister pack." These can be the same product or different flavors of the same brand, or even different products from different brands, though mixed-product packs are common to meet diverse consumer needs and flavor complementarity. A typical example is Coca-Cola, which offers Sprite and Coca-Cola multi-packs, as well as Coca-Cola and Minute Maid multi-packs, commonly seen in major supermarkets during hot summer months. Subsequently, brands like Dahu and Huiyuan adopted this for large-capacity juice drinks. Pepsi's Tropicana Twister also uses a multi-pack with Pepsi-Cola.

Products promoted with multi-packs typically have high purchase volumes and frequencies, and the multi-pack offers consumers a certain discount. Large-capacity beverages in multi-packs not only facilitate carrying but also help amortize the cost of the clip and the discount. Because multi-packs effectively increase the per-customer purchase quantity, and given that consumers already need to buy beverages regularly, offering a discount with multi-packs greatly enhances appeal and effectively boosts consumption.

## **FMCG Terminal Display 2: Bundled Gifts**
Gift-with-purchase is another commonly used promotion method, widely applied across FMCG sectors. Gift items are usually practical and valuable, and the choice of gifts is flexible, varying according to promotional positioning. There is a clear primary-secondary relationship between the gift and the product. Depending on product characteristics, some choose different product categories as gifts for convenience; others use joint promotions between two brands to complement sales advantages; some use small samples of new products as gifts to gauge consumer reaction; and of course, many directly bundle two identical or similar products, such as buy-one-get-one-free, buy-two-get-one-free, or buy a case and get several free.

For example, Uni-President's Apple Duo uses bath balls as gifts, considering consumers' bathing needs in summer. However, pairing beverages with household items is somewhat unconventional and not very harmonious. Kirin's Afternoon Tea uses Glico's Pocky as a promotional item, a complementary combination between two Japanese companies, giving consumers a real benefit. Using a peak-season product to drive sales of an off-season product is another way to bundle gifts. More common is buy-one-get-one-free on the same product, such as Prince Milk and Xuefeili Herbal Tea.

However, buy-one-get-one-free on identical products is a double-edged sword. If simply bundled with rough packaging, consumers may perceive the products as slow-moving or near-expiry, affecting sales. Therefore, when choosing such promotions, companies must carefully design the plan, as the method, quantity, packaging, and product selection all directly impact the effectiveness.

## **FMCG Terminal Display 3: Necklace Marketing**
Adding a hang tag to beverages is vividly called a "necklace." This promotion method is increasingly applied to small-capacity packaged beverages, especially for new products, and is quite popular. Currently, necklace marketing serves several purposes. First, it highlights the new concept or feature of a new product, such as Yuanye's tag clearly stating 100% brewed from tea leaves, or Nongfu Spring's tag indicating pH 7.3, weakly alkaline water. Second, it promotes promotional activities, like Tenwow Tea House's Mayday "Back to Earth" concert or Afternoon Tea's digital camera giveaway. Third, it more effectively identifies the product, such as Mizone's new packaging with a necklace to emphasize its new features. Fourth, it promotes the product image, like Pepsi's Tropicana Twister with a tag featuring Gu Tianle, or Master Kong's Cool Wheat Tea with a tag showing spokesperson Yang Lan to attract attention and boost sales.

Adding a necklace to beverages is a hot trend in terminal displays, mainly because it is low-cost and has direct, visible effects. Beyond product display, companies are making great efforts to secure more shelf space and attract more attention. A necklace on a beverage, combined with advertising, effectively triggers purchase associations at the point of sale. Moreover, during new product launches, a necklace reinforces the product's unique features and distinctiveness. The growing popularity of necklace marketing reflects the intense competition at the terminal, where brands are using the product itself as an advertising medium.

It should be noted that necklaces vary in length and tags in size; manufacturers should tailor them to avoid affecting display aesthetics and product visibility.

## **FMCG Terminal Display 4: Nth Item at Nth Discount**
The Nth item at Nth discount is an evolution of bundling. For example, the first item costs 15 yuan, the second at 20% off (12 yuan), and the third at 50% off (7.5 yuan). In practice, the total discount for two items is only 10%, and for three items, only 24%, which is not high, especially since many merchants only offer a discount on the second item. However, this method is quite effective at the terminal because buyers are often attracted by the lowest discount, which has a certain deceptive appeal. Additionally, this approach has at least four other benefits. First, it increases sales volume, especially for low-margin products. Second, it avoids the need to repackage or unpack products before and after promotions, as with bundling or multi-packs. Third, the product selection is very flexible, allowing for offensive or defensive strategies. It can be seen as making a profit on the first item and not on the second; through repeated low-cost trials, you can find products that consumers respond to. Finally, it is particularly effective when facing competition from multiple supermarkets in the same area, forcing rivals to keep up.

## **FMCG Terminal Display 5: Combined Display**
In fact, case or box packaging exists in most beverage distribution channels. Except for dairy and dairy-containing beverages, it is rare to see other beverages directly placed on shelves in cases or boxes. However, some brands are now improving case displays on shelves. This combined display differs from simple case display, as the displayed items usually have refined exterior designs, presenting a picture like a small billboard.

This method was first used in beer, and now some functional beverage brands or high-end beverage brands are gradually adopting it. They use both individual and combined displays to maximize shelf space, complementing three-dimensional and flat displays to deepen consumer impressions. At the same time, this method promotes to customers buying both small and large packages, killing two birds with one stone.

## **FMCG Terminal Display 6: End Caps and Specialty Counters**
End caps are the most common promotional display for beverages in supermarkets. An effective end cap can give consumers a refreshing promotional effect. Currently, end cap displays are diverse, and display locations vary by situation. Of course, different designs and locations produce vastly different results. Some have elevated end cap design to an art form, saying, "A good end cap speaks for itself."

Currently, beverage end caps mostly use shelf-end displays, aisle end caps, and dedicated promotional platforms at store entrances. Different forms have different focuses. Shelf-end displays are mainly for promotional items in a category, such as a juice brand's end cap in the beverage section. Aisle end caps feature products with more distinctive features or price advantages compared to shelf-end items. Store entrance platforms are usually for themed or featured products of the store's promotional activities. Because end caps are widely used, many problems arise. For example, product B is placed on product A's case end cap, which often happens at the terminal. Some end caps are messy, not replenished in time, causing incomplete displays that affect aesthetics.

Meanwhile, some high-end beverage products are opening specialty counters in supermarkets. Unlike end caps, these locations are fixed and have larger display areas, but costs are relatively higher. Therefore, such displays are typically for high-end products like Rijiaman and K-ke.

Undeniably, the battle for the last meter at the terminal is intensifying in the beverage industry. Brands are innovating displays within limited space and time, maximizing their potential. Shelves are finite, but products are infinite. To turn limited shelves into golden resources, companies rack their brains over how to maximize the effectiveness of this small space. However, the author must remind everyone that while companies spend huge sums to grab shelf resources, they should cherish this hard-won space. Unfortunately, some products show dents, packaging peeling, crooked necks, or leakage, and this includes some major brands and star products.

**-END-**

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