🎓 Definition

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
  1. 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.
  2. 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.
  3. 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.
  4. 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.
  5. 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.

Learn more about Display guidelines
Category Strategy
Category Role
Housewife basket (HWB)