Displays work at the level of the stores i. e. point-of-purchase ( POP ). These help move the merchandise and add to the ambience. Each display should contribute to the store image and must be consistent with its display policies.

A display brings about dealer involvement. It allows sales to take place anywhere in the store. It allows the organisation of product line. It improves brand identity. It is a good input for marketing research.

Principles of Display

A good display is one where the trade channels participate enthusiastically on account of some incentive. In a display, the customer must be brought closer  to the product, so that he can physically inspect it, try it and feel it. A display attracts  the customers to the retail outlets and builds up traffic. A package must be used strategically to enhance the effect of display. A display should be designed  keeping in mind the outlet—say a neighbourhood store or a super market or a shopping plaza. Graphics and copy must be consistent  with the advertising. A display should be easy to set up . Some companies provide pre-packed cartons, which unfold into a display. Timing of the display is also important, say Deepavali or Christmas. Product  must be emphasised, and, it should not be dominated by the display.

Displays allow people to experience the product and to come closer to it. Packaged products come out of the package, say a perfume spray which must be sprinkled on the handkerchief or the body of the customer.