---
title: "Year-End Promotions: Three Display Tactics to Create a Golden Stack in Supermarkets"
description: "As the Spring Festival approaches, supermarkets intensify promotional activities, and product stacks become crucial for brand display and sales. This article offers three key tactics for creating effective 'golden stacks'—optimal placement, attractive shape and decoration, and strong promotional messaging—to help liquor distributors maximize their investment."
author: "师顺宽"
publisher: "New Distribution"
email: "zhaobo258@gmail.com"
telephone: "+8615854817671"
published: "2015-01-18"
language: "en"
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# Year-End Promotions: Three Display Tactics to Create a Golden Stack in Supermarkets

> As the Spring Festival approaches, supermarkets intensify promotional activities, and product stacks become crucial for brand display and sales. This article offers three key tactics for creating effective 'golden stacks'—optimal placement, attractive shape and decoration, and strong promotional messaging—to help liquor distributors maximize their investment.

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As the Spring Festival draws nearer, promotional activities in major supermarkets are becoming more frequent. The product stack in supermarkets is undoubtedly a powerful tool for showcasing brand image and boosting product sales. A well-designed stack not only highlights the brand but also captures consumers' attention. Therefore, how to efficiently create a "golden stack" to drive strong sales has become a key focus for liquor distributors.

**Case Study**

Mr. Zhang has negotiated with a supermarket for stack placement. A good stack position can cost anywhere from a few thousand to tens of thousands of yuan per month. How can he ensure his stack placement is worth the investment? Mr. Zhang knows that a successful stack must consider three key elements: location, shape, and information delivery. However, he is still puzzled about the specifics. Let's offer him some advice!

**Tactic 1: Choose the Stack Location Wisely**

For liquor brands, which stack positions are considered prime? In supermarkets, selecting the best stack location requires attention to **six key points**: 
1. Promotional positions in the aisle in front of the checkout counter; 
2. Stack positions at the intersection of the store's traffic flow; 
3. Stack positions at the end caps of the liquor section; 
4. The first stack position to the right of the store entrance; 
5. Stack positions at both ends of the aisle in the liquor section; 
6. The first few stack positions in the main aisle facing the store entrance.

If the distributor lacks the budget or the position is already taken by competitors, they can settle for the next best option. When choosing a stack location, try to **follow the "three avoids":**
1. Avoid placing stacks adjacent to similar competing products or next to stacks where your product's price is higher or promotional strength is lower than competitors; 
2. Avoid setting up stacks in dead corners on both sides of the supermarket entrance; 
3. Avoid placing stacks near products with strong odors, as consumers tend to take detours around such areas.

Additionally, **choose stack positions based on the product's life cycle.**

For new products entering the market, the focus is on brand display. Suitable stack positions include the first three stack positions in the main aisle near the entrance, or positions at both ends of the liquor aisle and the end caps of the liquor section.

For mature, best-selling liquor brands, the focus is on sales volume. If the promotional strength is appropriate, stack positions should be in the main aisle, promotional positions in front of the checkout counter, both ends of the liquor aisle, or the end caps of the liquor section.

**Tactic 2: Design the Stack Shape and Decoration**

Generally, regardless of the stack shape, it must allow consumers to access products from three or four directions simultaneously. The **main stack shapes for liquor products** are as follows: 
1. Flat: Products are displayed flat on the stack surface. 
2. Pyramid: The stack is wider at the bottom and narrower at the top (either the stacked boxes form a pyramid or the displayed products are arranged in a pyramid). 
3. Special shapes: Standard stacks are usually square. If the stack position is not ideal, distributors can create special-shaped stacks based on product packaging and brand promotion needs to enhance product appeal and attract consumer attention.

A stack consists of a base and a top header. Most supermarkets use wooden frames or standard stack cabinets for the base, or they can stack boxes. 

First, if using a base, it's best to surround it with KT boards displaying promotional information. 
Second, if using products as the base, the base products should correspond to the products displayed on top. When stacking boxes, ensure the boxes are upright and the height does not exceed 1.4 meters, following the principle of placing lighter items on top and heavier items below.

When applying shrink wrap or promotional posters to the base, cover the entire base without exposing any part, and ensure it is smooth and aligned. Avoid using packing tape around the stack, as it looks cheap.

**The top header is used to hang special price information posters or promotional activity signs, as well as decorative items for the promotion.** If promotional gifts are attractive and safe, they can also be hung. Promotional decorations must be eye-catching, clear, and easy to understand, with vivid colors that create visual impact and help build the promotional atmosphere. The KT board (to enhance visual effect and highlight the stack) or promotional product samples should be hung at the center of the stack, with the lower edge about 2 meters from the ground to avoid head bumps. If the area around the stack is spacious, floor stickers can be placed at the bottom edge to increase visual impact.

For stacks in remote locations, you can place floor stickers with promotional information from the supermarket entrance to guide consumers to the stack.

**Tactic 3: Strong Promotional Information Dissemination**

In practice, certain information must be clearly communicated. 
**1. Prices must be clearly marked.** Clearly indicate "brand," "packaging," "original price," "new price," and "special price" information, and ensure that the prices on the shelf and the stack are consistent. The promotional price (or savings amount) must be prominent, at least three times the size of the original price text, and no smaller than other special price texts in the store. Writing the specific special price number is more attractive than stating a discount percentage.
**2. The activity sign must clearly state the activity name, promotional gift or brand name, product name, original price, and promotional price.**
**3. For buy-one-get-one promotions, the gift must be bundled with the product using transparent tape,** and displayed horizontally at intervals so customers can see both the product and the gift. If the store distributes gifts uniformly, at least one sample should be bundled for display.
**4. For packaged gifts, at least one should be opened** and hung or placed on top of the stack so consumers can see it at a glance.
**5. Separate bottle and box displays.** After stacking products, remove some packaging to display bottles. Bottle displays on the stack enhance visual impact and increase consumers' purchase desire.
**6. Never use damaged or old packaging for stack displays.**

Source: Wine Talk (酒说)

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