What’s a “Display,” Really?

In CPG, the word “display” gets used constantly. But here’s the problem: not all displays are the same. Using the term loosely creates confusion, slows execution, and frustrates both teams and suppliers.

If you want to streamline development, the first step is clarity. Here are the five main types of POP displays — and why naming them matters.

1️⃣ Pre-Packed Displays

Product and display ship together, either in a case (countertops, sidekicks, PDQ trays, floorstands) or on a pallet (quarter, half, or full).

Case displays can arrive to “retail ready to display” (RTD) or require in-store assembly by store staff, sales reps, or brokers.

Pallet displays arrive RTD, though headers may still need installation.

2️⃣ Display Ready Cases (DRCs)

Also called Shelf-Ready Packaging (SRP), these are cases designed so product can be merchandised without being touched.

RTD by design: Staff simply remove a lid or tear along perforations.

Formats vary: From plain brown corrugate to fully printed branded trays.

Flexible placement: Can go straight to shelf or be stacked into displays.

Cost tradeoffs: Perforations weaken board, requiring heavier grades. Lidded trays also use more material than a standard case.

Retailer advantage: Saves labor and speeds replenishment, while doubling as a display.

3️⃣ Empty Displays

Funded by marketing or sales, these ship flat from a fulfillment provider or broker. Common uses include:

• Supporting sell-in at the store level (new items, pack extensions, base business).

• Seasonal or multi-brand events (Kroger NASCAR, July 4th summer set etc).

• Markdown avoidance — quickly moving excess inventory at promo’s end.

4️⃣ “On-Display” at Retail

Secondary placement without CPG-provided displays. Common examples include:

• Endcaps

• Case stacks in-aisle or perimeter

• Multi-category solutions (e.g., a Thanksgiving baking center)

Execution is handled by store staff, RSRs, or brokers, using inventory ordered from the retailer’s DC.

5️⃣ Permanent Displays

Programs built to last a year or more, usually made of metal, wire, or plastic. Common formats include:

• Door- or shelf-mounted racks

• Countertop racks

• Speedtables, lane blockers, gondolas

These are sold in at the corporate, store, or distributor level, and restocked by sales teams, brokers, or store personnel, .

Why It Matters

The next time someone says, “We need a display,” don’t assume you’re talking about the same thing. Ask:
👉 Which kind — Pre-packed? DRC? Empty? On-Display? Permanent?

That one clarifying question can save weeks of misalignment, prevent costly mistakes, and make execution smoother for everyone.

💡 If optimizing POP programs sounds like a win for your team, let’s connect. Leveraging 2 decades of display supplier and customer experience, I help CPG  brands and suppliers bridge gaps to make display execution faster, smoother, and less risky.

📩 tomk@ondisplay.biz

#RetailMarketing #CPGgrowth #POPdisplay #ShopperMarketing

#TradeMarketing #Corrugateddisplay

https://www.linkedin.com/pulse/whats-display-really-thomas-kobayashi-1g1bc