---
title: "What Is the Lifeline of the Terminal Battle? Display! Display! Still Display!"
description: "As the saying goes, 'Those who win the terminal win the market,' but this is far from simple. Even with a good terminal, challenges remain, such as promotion enthusiasm, consumer self-selection rates, and display techniques. Often, the seemingly insignificant display becomes the key to terminal success: in consumer goods, especially FMCG, the quality of product display is the 'last mile' to sales, as impulse purchases are easily influenced by the external shopping environment. Now that we are entering mid-May, the peak season, it is necessary to discuss display."
author: "New Distribution"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
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published: "2018-05-19"
language: "en"
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---

# What Is the Lifeline of the Terminal Battle? Display! Display! Still Display!

> As the saying goes, 'Those who win the terminal win the market,' but this is far from simple. Even with a good terminal, challenges remain, such as promotion enthusiasm, consumer self-selection rates, and display techniques. Often, the seemingly insignificant display becomes the key to terminal success: in consumer goods, especially FMCG, the quality of product display is the 'last mile' to sales, as impulse purchases are easily influenced by the external shopping environment. Now that we are entering mid-May, the peak season, it is necessary to discuss display.

As the saying goes, 'Those who win the terminal win the market,' but this is far from simple. Even with a good terminal, you still face many difficulties: for example, the issue of terminal promotion enthusiasm, the issue of consumer self-selection rates, and the issue of display techniques... Often, the seemingly insignificant display becomes the key to terminal success:
In consumer goods, especially FMCG, the quality of product display is the 'last mile' to sales, as impulse purchases are easily influenced by the external shopping environment.
Now that we are entering mid-May, the peak season, it is necessary to talk about display:
1
The Final Kick! Perhaps You Are Only One Good Display Away from a Deal
Terminal display may seem trivial and not affect the overall situation, but in reality, it is not. Besides supermarkets, other channels such as liquor stores and catering channels cannot be ignored. To summarize briefly:
**First, no display means no sales; the quality of display directly affects product sales.** If product, packaging, and price are indispensable factors in the terminal store, then product display in the terminal store is also crucial for product to occupy the terminal. When customers buy products, they pay close attention to the layout of the sales environment and the visual effect of product display: if the product placement lacks aesthetics or is messy, it may not arouse customers' purchase desire; if the product is placed in an inconspicuous corner, it cannot attract consumers' attention, nor can it improve sales performance. **Good product display and presentation should attract customers' attention from the first visual impression, generate interest and trust in the product, and stimulate their purchase desire.**
**Second, terminal display can enhance corporate image and establish brand influence.** Having a good product and packaging is only the first step to sales; the key is how to combine products to form the optimal display. The terminal battle is not simply about price wars or jumping into the 'red ocean'; the terminal is an important strategic position for enterprises to achieve sales and establish brand image. Therefore, doing a good job of basic terminal display can not only increase sales but also establish the image of the product and the enterprise.
**Third, guide consumer consumption and intercept competitors at the terminal.** Research has found that consumer purchase behavior is mostly unplanned, i.e., impulse buying—seeing product displays or promotional information and deciding to buy on the spot. Vivid display can enhance product presentation and stimulate consumers' purchase intention. Terminal display is also one of the important factors affecting impulse buying. Combined with the promotion of sales staff, it can effectively intercept competitors at the terminal.
**Just ask: when you buy some low-priced items, how many times did you end up buying a product different from your initial goal, or even had no intended brand at all...**
2
Display Resources: You Have to Fight for Them, Be Persistent, and...
Every terminal's display resources are limited, even scarce, especially in today's fierce competition, making them a battleground for enterprises. **How to obtain greater terminal resource returns at a lower cost is a technical task:**
**First, purchasing with fees is the most common method.**
This is especially suitable for new brands, because new brands have low market awareness, and retail terminals are unlikely to give new brands good display positions or special support. Therefore, new brands, in order to do market promotion well, generally invest more resources in the early stage of promotion. Of course, from another perspective, spending money competes with strength, **but isn't a more clever way to get better and more display resources without spending money or spending less?** This is what our sales staff should pay more attention to and cultivate.
**Second, the personal ability of the salesperson, which deserves special attention.**
(Currently, both enterprises and distributors have strengthened their sales teams.) The performance of products at the terminal largely depends on the relationship with the terminal, and the quality of the relationship largely depends on the personal ability of the salesperson. No matter how advanced the enterprise's management system is, it ultimately relies on people to execute. Therefore, to do a good job of basic terminal display, the personal ability of the salesperson is very important. To summarize, there are four points:
**1. Persist to the end, never give up:** Terminal owners have many things to deal with and see many salespeople every day. It is almost impossible for them to remember who you are and which company you represent at once, especially when they are not familiar with you. Asking them to adjust the display for you is hard to achieve immediately. There is no other way: you have to run frequently, run, run...
**2. Keep learning and become an industry expert:** Become a constructive advisor to terminal store managers in management, provide persuasive terminal construction plans or category management ideas, and solve their work problems. This is a real need and can earn the manager's trust and better resources. Learn!
**3. Be 'shameless':** After ineffective communication with store staff about display adjustments, you can inform the stock clerk and then adjust the display position yourself. Some stores do not really want to refuse display adjustment requests; some are just afraid of trouble. After adjustment, be sure to keep it neat and tidy. (Note: This is suitable for standard supermarkets, not hypermarkets, and pay attention to the 'degree' to avoid causing resentment among store staff.)
**4. Read people's expressions, seize weaknesses, and cleverly cater:** Due to the strong position of the terminal, many store managers are tough and arrogant, thinking highly of themselves. Some managers like to play 'teacher,' lecturing manufacturer salespeople to show off their abilities. At this time, let them be the teacher; just listen carefully, seize favorable words, and then pretend not to understand and humbly ask for help. In this case, you are likely to succeed.
**Third, use sales volume and profits to gain the terminal's display preference and support.**
The quality of the relationship is fundamentally based on good sales performance. Without sales performance, no matter how capable the salesperson or how good the relationship, it is not solid.
**Fourth, use promotional activities as a condition to gain display support.**
The promotion plan must be persuasive and tell the store what benefits the promotion can bring, so as to obtain the store's display support. It is best to make the promotion plan detailed and present it as a PPT;
**Fifth, pay attention to retail terminal and competitor dynamics, seize opportunities to adjust and expand display.**
Some supermarkets adjust and inventory their shelves according to different seasons. This is the best opportunity to strive for better positions and larger areas. When supermarkets adjust shelves and take inventory, they usually do it at night to avoid affecting normal sales, and they are also short-handed. If you can help the supermarket adjust at this time, and if they work all night and you follow suit, can't you achieve a larger and better display position? **(Knowledge point! Knowledge point)**
**Sixth, seize display during daily visits.**
Understand the competitor's visit time to the supermarket, adjust your visit time to follow closely, weaken the competitor's display results as soon as possible, seize shelf space, and supply goods in time: master the sales volume of each supermarket, help the supermarket correct the safety stock level of this product, and deliver goods in time to ensure that the shelf space does not decline due to out-of-stock or missing items;
3
Integrating All Resources, Display Is Also a Systematic Task
To maximize display benefits and interests, you may need:
1. Strengthen training on sales skills and vivid display for relevant personnel; there is nothing to say about this;
2. Stick to principles. The basic principles of display mainly revolve around 'three reaches': see it, buy it, and get it. The main promoted product must be in the golden position.
3. Pay attention to competitors and adjust in time. Small brands should try to 'cling to the big': for brands with low awareness, stick close to the first brand, using the first brand's popularity and attention to increase the chance of being noticed by consumers; at the same time, industry leading brands should avoid being displayed with miscellaneous brands to lower their status. There is an important principle of keeping distance: under the same specifications and similar brand influence, do not place your product next to a competitor's product with higher cost performance, so as not to leave consumers with an expensive impression.
4. Keep the shelf full but not overflowing. Be sure to avoid filling the shelf completely when restocking, or even cramming products in. Keeping the shelf full is necessary, but you must grasp the degree. Do not let the product overflow, and do not make it difficult for consumers to take your product from the shelf. Many consumers do not have such patience. They should be able to take the product easily with one hand. So when restocking, you can remove the outermost layer of products, which not only facilitates consumer access but also gives consumers a sense that the product is selling well.
5. There is always better, never the best. Be 'greedy' about display space and position. Your daily work should be to squeeze the competitor's display area as much as possible and expand your own; after seizing limited display resources, make the competitor have no display even if they enter the store, and press the competitor's products to death in the warehouse.
6. Display has no end; it relies on execution. Getting the best display position and space is only the first step. Maintaining the terminal display effect depends on the unremitting efforts of sales staff in daily work, day after day, month after month, year after year; whichever manufacturer supplies more timely, whose salesperson visits more frequently, and whose storefront display work is more solid, can maintain their own display position and gradually seize the competitor's display position.
Finally, let's talk about
There is a kind of display called 'others''
Hope your display is the same.
Source: Wine Talk (jiushuo99)
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