Ensuring Effective Execution of In-Store Secondary Displays
Secondary displays play a crucial role in driving impulse purchases, promoting campaigns, and increasing product visibility beyond the primary shelf. Poorly executed or non-compliant secondary displays can reduce campaign effectiveness and dilute brand impact.
The Secondary Display Compliance Checklist helps retail teams ensure that all secondary displays are set up correctly, maintained consistently, and aligned with brand and campaign guidelines.
Secondary Display Compliance Checklist
Display Setup Impact
- Is the secondary display installed at the approved location?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the display set up on the scheduled campaign or launch date?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the correct display type used (end-cap, dump bin, standee, pallet)?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the display assembled as per provided guidelines?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the display stable and safe for customers?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________
Product Availability Impact
- Are the correct products placed in the secondary display?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are sufficient quantities available to support the display?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are all SKUs and variants included as per guidelines?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the display replenished regularly to avoid empty slots?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are out-of-stock issues escalated promptly?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________
Visual & Branding Impact
- Are brand logos, colours, and creatives displayed correctly?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is the display clean, neat, and visually appealing?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are damaged or worn-out display materials replaced?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are promotional messages clearly visible to shoppers?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Does the display align with current brand or campaign guidelines?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________
Pricing & Communication Impact
- Are correct price tags displayed on or near the display?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are promotional prices applied accurately?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are offers or schemes communicated clearly?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is pricing consistent between the secondary display and primary shelf?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are expired or outdated promotional messages removed?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________
Monitoring & Compliance Impact
- Is secondary display compliance checked regularly?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are deviations from display guidelines documented?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are corrective actions taken promptly for non-compliance?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Are recurring display issues escalated to management?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________ - Is secondary display compliance reviewed during audits or store visits?
☐ Yes
☐ No
If No, Reason: ___________________________________________________________
