Display (sales)

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A display is a marketing-oriented bulk packaging for sales promotion . It is often used in retail to present small items, items for spontaneous purchases (see also Quengelware ), and seasonal items (e.g. advent calendar). Displays are mostly in stores or at the point of sale ; they are seldom used in a shop window for the presentation of goods.

General

The display is usually a cardboard - like half-open packaging , often made of corrugated cardboard or cardboard , which enables the customer to see the goods well and to easily remove them from the display. Displays often have a rear wall (poster) that separates the display from the rear and offers space for advertising messages. This back wall is called a backcard. In the case of pallet displays, it is often part of the outer packaging and is erected when it is set up (it is previously folded for transport reasons). It is a large packaging insofar as the pack size is so large that the pack is usually not bought in full by the customer, so a display is more than just an outer packaging .

Displays are used in particular for eye-catching and sales - promoting secondary placement of an article in the sales room or in front of the checkouts. They are used in particular for the sale of confectionery ; There are also displays for almost all product categories in food retail and drugstores . Secondary placement means that an article is placed at its "regular" location on the shelf and also at a second location in the sales area.

Display types

In addition to cardboard, displays can also be made of metal, plastic, glass or wood or several of these materials. Particularly high-quality or high-priced products - e.g. B. Perfumes - are often presented and sold in high-quality displays made of metal or acrylic glass . One distinguishes between:

  • Floor displays (also called floor stands),
  • Counter displays (are on a sales counter, e.g. the sausage counter). Counter displays with products for testing are also considered displays.
  • Shelf displays
  • Pallet displays are filled with goods (" assembled ") and delivered. They are shipping packaging and presenters of goods. Standardized base areas are 40 × 60 cm (" 1/4 pallet") or 60 × 80 cm ( half pallet , also known as a display pallet , EUR 6 pallet or Düsseldorf pallet ).

There are also non-standardized pallets in displays. A distinction is made between disposable and reusable pallets .

Displays are often used in conjunction with other measures (e.g. ceiling hangers) to promote sales in the course of an advertising campaign in the sales room. Branded goods companies often make displays available to retailers free of charge. Depending on the market situation, dealers can charge a display installation fee. In the case of products with high margins , retailers are very interested in selling the goods (see also push-pull strategy ).

Displays have a limited lifespan. The disposal of cardboard displays is particularly easy for retailers (waste paper and cardboard are now an economic good that has a value); the displays can u. U. can also be folded up and temporarily stored for the next use.

See also

  • Promotion = Sales Promotion - an incentive to carry out or promote the act of purchase

literature

  • STI: Grab it and buy me! - Move people to buy more: Displays as an engine for success for brands and retailers - Displays build brands in store . German specialist publisher, 2010.
  • Lexicon for shop fitting and shop marketing: shop design, shop lighting, shop fitting. POS marketing, visual merchandising. 1st edition. Callwey, 2011, ISBN 978-3-7667-1880-8 .
  • Jan C. Feller, Wolfgang Nothaft: Art of Displays . 2011 wages.