On average, temporary promotional displays in stores increase sales by 23.8%
Some CPG companies invest up to 20% of their gross revenues in promotions, making it one of the heaviest areas on the profit & loss (P&L) statements.
- McKinsey
SOD, i.e., Share of Display, is the amount of space dedicated to a brand’s product within a particular product category, relative to competitors' products on a promotional display kiosk. This allocation mirrors the market share of that brand within the category. Strategic placement and prominence of products on displays can directly impact consumer purchasing behavior, potentially leading to increased sales and market share for the brand.
Depends on the number of displays a store has for a particular brand.
In above store SOD for brand 1 is 1/4*100 (25%)
.png){kind=icon}
Depends on the ratio of the number of SKUs of the brand kept on the display to that of the total SKU count of all brands in that category.
In above store SOD for SKU 1 is 5/20*100 (25%)
.png){kind=icon}
Depends on the ratio of the number of SKUs of the brand to that of the total SKU count of all brands in that category present on multiple displays in the store.
In above store SOD for SKU 1 is 10/100*100 (10%)
.png)
Share of display of ‘brand 2’ in the shown display in this particular shop:
SKU count of ‘brand 2’= 6
Total SKU count of all brands = 67
SOD (%) of Brand 2 = 6/67 * 100 = 8.96%
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)
.png)