Effective Product Display Strategies
Types of Exhibits
Vertical Display
- Fast playback: Customers scan all items as they pass the display.
- Traffic direction: Customers rarely turn back if they miss a product.
- Logical movement: Head turns from left to right, not top to bottom.
- Profitability levels vary for each item.
- Clearly delineates product families and subfamilies, aiding selection.
- Breaks monotony.
- Can combine with horizontal formats, sizes, colors, brands, etc.
Landscape Exhibition
Arranges items in the same family horizontally at different levels. Requires a longer visual scan to find items.
Joint Exhibition
Integrates vertical and horizontal displays. Vertically groups brands, product types, and manufacturers. Horizontally groups sizes, colors, varieties, etc.
Additional Exposure
Places complementary products together to encourage additional purchases. Careful selection is crucial to avoid confusion.
Network Exposure
Places attractive or branded items at the ends of displays, with less attractive items in the center.
Linear Levels and Areas
Ground Level
Up to 80 cm. Low visibility. Place bulk items, essentials, and developing products. Forces customers to scan the entire line.
Hand Level
Between 80 cm and 125 cm. Brings products to the customer’s hands. Ideal for high-margin, low-turnover items.
Eye Level
Between 125 cm and 160 cm. Captures attention. Place impulse-buy items.
Top Level
Place repeat items.
Optimal sales occur at eye and hand levels.
- Zone A: Lowest sales. Customers expect more variety below.
- Zone B: Center of display. Highest sales.
- Zone C: Average sales.
6.3 Implementation of Linear
Organization of Work
- Implementation manager directs the process.
- Family managers prepare articles and identify subfamilies.
- Staff ensure items are marked correctly.
Build a sample display with 1-3 units and a tab for initial review and adjustments.
Conduct of Fronts
Balance attractive products with high-margin and impulse-buy items for a profitable presentation.
Ensure sufficient stock to avoid unnecessary replacements and stockouts. Monitor expiration dates for perishables.
Fitness for Shelves
Adjust shelves to product sizes to avoid wasted space. Place larger items on lower levels and group smaller items together.
Color and Harmony
Use creative displays to attract attention. Combine packaging features to break monotony.
Importance of Attraction Products
Identify and strategically place attraction products to achieve desired returns.
Complementary Products
Match main items with complements to encourage additional purchases.
Product Placement
Avoid gaps between products. Stack items neatly. Leave one item slightly out to encourage interaction.