A display should have a job

[Viable Food]

A display is not successful just because it is large or attractive.

It should have a reason to exist.

A display might be designed to:

• drive unit sales,
• introduce a product,
• support a meal idea,
• build a seasonal event,
• move excess inventory,
• create excitement,
• improve convenience,
• support a vendor promotion,
• or reinforce a price/value message.

That purpose should affect what goes on the display and how success is judged.

A beautiful display that ties up a large amount of inventory but barely sells may not be helping the business.

A simple display that makes an obvious meal solution easier for customers may be extremely productive.

Before building one, ask:

• What are we trying to accomplish?
• Who is the customer for this display?
• How much inventory will it require?
• Can we keep it full?
• Does its location make sense?
• What related products should be nearby?
• How will we know if it worked?

What type of display consistently performs well in your store, and what displays tend to look better than they sell?