The display guidelines define the main rules products should be displayed on the shelf. Always articulated following the customer flow, it comprises:
- Horizontal order of display
- Vertical order of display
- Pack Size positioning
- Price level positioning
- Number of SKUs
🧪 Example of Display guidelines
Here is an example of how a Retailer might display the Cereal category on a shelf:
- The most popular brands of cereal, such as Cheerios, Frosted Flakes, and Rice Krispies, would be displayed in the center of the shelf.
- The less popular brands of cereal, such as Kix, Special K, and Grape-Nuts, would be displayed on the ends of the shelf.
- The largest packages of cereal, such as the 18-ounce boxes of Cheerios and Frosted Flakes, would be displayed at the bottom of the shelf.
- The smaller packages of cereal, such as the 10-ounce boxes of Kix and Special K, would be displayed towards the top of the shelf.
- The most expensive cereals, such as organic cereals, and the cereals with special features, such as granola bars or fruit-filled cereals, would be displayed at eye level.
- The less expensive cereals, such as the plain cereals and the cereals with the most basic features, would be displayed lower on the shelf.
- The Retailer would only display a few SKUs of each brand of cereal, such as the most popular flavor and the most popular pack size.
This is just one example of how a Retailer might display a category on a shelf. The specific guidelines that a Retailer follows will vary depending on the Retailer's goals and the specific products that they are selling.
❓What is used for
- By following display guidelines, Retailers can ensure that their products are displayed in a way that is easy for customers to see and find. This can lead to increased sales as customers are more likely to buy products that they can see.
- By placing products in strategic locations, Retailers can encourage customers to walk through the entire store and see all of the products that are available.
- Creating a positive shopping experience for customers. By displaying products in a clean, organized, and attractive way, Retailers can make their stores more inviting and enjoyable for customers to shop in.
- To inspire customers and increase basket value. Because the layout of the products in your Retailer can have a significant effect on the cross-selling technique, also referred to as Cross-merchandising. So, they can show the customer what they want and suggest products that they need.
- Every single element in retail space helps contribute to brand image. It's not only selling the products, but also decoration, atmosphere and experience that all play a pivotal role in generating sales too.