Building a great in-store display can help a promotion or new range fly. Priyanka Jethwa speaks to store owners and suppliers to get their top advice

Putting together a great in-store display involves using the right amount of PoS material and making sure it is strategically placed around the store. It is also important to consider who your customers are, as this can influence the type of theatre you use.

We spoke to 10 retailers running different types of stores – from rural to city – to find out what works best for them and what their top tips are for creating a brilliant display. We also got advice from five suppliers on how to create the most striking in-store display.



Raj Kaur, Newhouse Mini Market, Ayrshire 
Putting together seasonal displays for events like Christmas and Easter helps increase footfall. It’s important to place them right at the front, and then highlight them across the store using shelf talkers. We have a dedicated seasonal bay in-store where we display our seasonal hampers.


Ian Lewis, Spar Minster Lovell, Oxon 
Availability is key when putting together a great display. You have to make sure your bays are always full and that the prices are visible. To do so, we always take advantage of pre-sales and ensure we have enough stock to get us through the promotional period.


Carole Birnie, Corfe Castle Village Stores, Dorset
Be as creative as possible with your displays to help them stand out against others. As our store isn’t big, space is valuable. We invested in a hanging cigarette gantry behind the till to help free up space to store alcohol. The gantry definitely stands out as it’s something different to what shoppers are used to seeing. 

Affluent area

Nainesh Shah, Mayhew News, London
As a specialist magazines store in an affluent area, we have to make sure we stand out. We do this by hanging large magazine posters outside the store to attract shoppers. It’s also worth investing in a moving image screen to further make your store a destination – this is something we are looking into.  


Kate Mills, Heath Stores, Tonbridge
A great display needs to have height, and some sort of interactive element. I like to offer my shoppers samples to try, so they are more inclined to buy a product, and if I am putting something on promotion on display, I make sure there are a few items out from the range, not just one.


Adam Hogwood, Budgens of Broadstairs, Kent
Fewer lines and more facings are key. The best displays are always the ones that are neat, and organised in a grid-like way, where you don’t have loads of products jumbled up together. This way, it makes it easier for shoppers to find what they are looking for.

Post Office

Duncan Ellson, Longden Post Office, Shropshire
Building a great in-store display should always incorporate a way to show off local suppliers you work with. For example, we have a large map drawn on a chalkboard that pinpoints all 50 local suppliers we use. It also runs with the ‘rustic’ theme we have in store.


Rocky Leach, Chellow Heights Service Station and Spar, Bradford
As a forecourt store, we like to use front-of-store displays to highlight events like Mother’s Day and Pancake Day, and we decorate the table with our own PoS, such as plastic inserts. For a store like ours, it’s the best way to create attractive in-store theatre. 


Susan Gadd, Orford General Store, Woodbridge
When it comes to displaying fruit and veg, it’s important to make sure everything is always fresh. This is an easy way to create impactful theatre, and it attracts more consumers to the stand. Moreover, having a range of seasonal fresh produce keeps shoppers interested.


Duncan McCutcheon, McCutcheon Newsagents, Tyne & Wear
Utilise all of the PoS available to you from suppliers and symbol groups. As a Premier store, we always have our Mega Deals signposted on the end of each aisle – and because of that, Fruit Shoot is currently flying off the shelves. l

Supplier advice

Be creative
To support retailers throughout the World Cup, Heineken is encouraging independents to highlight their beer and cider displays, as the category accounts for 42% of total alcohol sales. Toby Lancaster, category and shopper marketing director at Heineken, says retailers should consider using creative PoS around the store to help increase sales, such as its Amstel stand. He says: “Having clear signs directing customers to the beer and cider fixture means retailers will not lose out on customers wanting to buy a drink before the match.” 

Focus on impulse
Creating in-store theatre around impulse purchases is one way retailers can increase basket spend. On the back of Mars Wrigley Confectionery’s launch of Starburst Chewing Gum, the supplier has developed PoS material for till points to help attract attention to the fixture. Jo Alvarado, customer director at Mars Wrigley Confectionery, says: “We have a team that provides solutions for retailers depending on the size of the store and space for gum.”

Use posters
With the vaping category still emerging, Liberty Flights is encouraging retailers to post promotional posters around their stores to showcase their ranges. The supplier also offers retailers in-store and online training to make sure they feel confident in talking about the category. Peter Herkes, national sales manager at Liberty Flights, says it is important to consider the size of your store when picking out units, adding: “Bespoke gantries help give the category a premium look, helping both staff and customers engage with it more.”   

Involve your whole store
Placing PoS strategically around the shop can help drive impulse sales. To help retailers get in-store theatre right, Kellogg’s offers retailers stackable snack stands, which hold 10 cases of single cereal bars, and Pringles vending machines, capable of holding up to 150 40g Pringles cans. Simon Smith, senior sales business lead at Kellogg’s, says: “A successful fixture should look visually appealing but also be convenient for consumers – whether that is a small counter top unit, or a vending machine.” 

Merchandise by room
Procter & Gamble focuses not just on category-by-category display, but also by room. Sandeep Hedge, director for convenience, wholesale and club channel at P&G, says retailers should merchandise products by kitchen and bathroom, as this allows them to easily navigate the fixture. Additionally, ensuring store standards are high can help – and Procter & Gamble says its retailer website can help achieve this. “Using tools such as our ShelfHelp planograms gives retailers advice on how to make a product stand out on shelf,” he says.