Display is the act of putting things for view or on view. Sales display means "arranging systematically saleable goods so as to attract the attention of the customer". Advertising helps in giving awareness, reminding and informing about products and services to the target markets. Only a picture or an idea about the product is given in the advertisements. The actual product is not displayed in advertising. Sales display fulfils that need by appealing to the eye of the prospects.

By sales display, the manufacturer shows the goods or services in an attractive manner to catch the eye of customers. In fact, display is the silent salesman that calls the prospective buyer's attention to the product and hopefully makes him to purchase. In the past, sales display was the only media for exhibiting products and including prospects to buy the same. At present, sales display occupies an important place in marketing. Sales display acts as advertising at the point of purchase. The objectives of sales display are enlisted as below:

* It presents the product or service to the potential buyers.
* It gives an idea about every detail of the product such as variety, quality, size, colour, design etc.
* It assists the customer to see and examine the goods before they actually buy them.
* Sales display appeals visually to the prospects and stimulates them to purchase.
* Sales display reminds the buyers about their need and they are attracted to buy.
* It supplements the advertising efforts of the manufacturer.
* Wholesalers and retailers are satisfied by display tactics undertaken by the manufacturers they buy the goods without hesitation.

Forms of Sales Displays

There are three forms of display:

1. Interior display
2. Exterior display
3. Display at other places

Interior Display

As the name indicates, interior displays or demonstration are arranged inside the shop. It includes displays on the floor, walls, in the show cases and show boxes. Goods should be neatly arranged and displayed inside the retail outlet (shop). In this type of display, proper lighting and colour matching should also be made so that overall effect of interior display becomes pleasing and attractive. The principles of cleanliness and orderly arrangement of stock in a neat manner are the basic necessities of interior display. Further, the display should provide the customers and sales personnel adequate space to allow movement. The stock should be kept in such a way that it remains free from dust. Protection should be given to the displayed items so that they are not destroyed. It is also desirable to place related items together. For instance, vests and briefs, shirts and ties, shoes and socks etc. This creates a favourable impression. In case, the buyer is expected to handle the article it should be kept within reach. In other words, if there is possibility of damage and spoilage to the goods by handling, such types of goods should be kept away from the customers.

Advantages

Interior display helps the shop owner to hold attention of the buyers once he enters into the