Merchandising & Facing
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The first rule of beverage merchandising is also the most universal: the number of facings of a reference must be proportional to its rotation speed. A product that turns 5 times faster than another deserves 5 times more facings. Simple in theory, rarely applied in practice.
In French retail, here are the observed weekly rotation ratios on the carbonated beverage aisle:
In a standard hypermarket, the carbonated beverage aisle has 3 to 5 linear metres. In a convenience supermarket, 1.2 to 2 metres. Each linear metre can accommodate 8 to 12 facings of 33cl depending on gondola depth. Plan your assortment based on these physical constraints first.
This is where the consumer's eye naturally lands first. This level generates on average 30 to 40% of the gondola's revenue for only a third of the surface area. Absolute rule: your references with the highest gross margin AND high rotation must occupy this level.
For carbonated beverages: Coca-Cola Zero Sugar and Coca-Cola Classic 33cl cans are the natural candidates. Red Bull seasonal Editions can also find their place here to maximise impulse traffic.
Slightly below eye level, this zone remains very accessible and generates the highest volume of sales. Reserve it for large formats (1.5L and 2L PET bottles) which represent planned purchases, and community references (Selecto 1L, Ramy 1L) if your trading area justifies it.
The least accessible, the least visible. Reserve it for very large formats (2L and multipacks) and entry-level references. The consumer who bends down to pick up a 2L Coca-Cola has already decided their purchase — they do not need visual stimulation.
Never put a premium reference at floor level, and never put a large format at eye level. These two mistakes are the most frequent and most costly in terms of revenue.
Below a certain number of facings, a reference becomes "invisible" to the consumer. The threshold varies by store size:
Below these thresholds, the reference generates apparent out-of-stocks — the shelf looks empty while stock remains in the back room — and consumers perceive the product as poorly available or insufficiently recommended by the store.
When a reference drops to 1 or 2 remaining facings, an out-of-stock is in progress. The consumer who does not see "their" product in sufficient quantity often leaves without buying — or buys a competitor. The replenishment rule: trigger restocking when the facing reaches 30% of the target facing.
All products from the same brand are grouped together: all Coca-Cola (Classic, Zero, Fanta, Sprite), then all Red Bull, then others. Advantage: reinforces brand image, facilitates intra-brand cross-selling. Disadvantage: consumers looking for a type of drink (cola, orange, etc.) must browse the entire aisle.
All colas together (Coca Classic, Coca Zero, Pepsi, Hamoud Cola), then all orange sodas (Fanta, Selecto orange), then energy drinks (Red Bull, Izem, Monster). Advantage: facilitates consumer comparison, benefits challenger brands.
For GMS outlets with mixed clientele (mainstream + community), prefer brand blocking for major brands and create a distinct "World Beverages" block for Selecto, Ramy, Hamoud Blanche, Ifruit, Izem. This thematic block is more effective than scattered integration in the main aisle.
A retail buyer who adapts their beverage facings to seasonality gains on average +12 to +18% in annual category revenue compared to a fixed shelf layout year-round.
Alternating references without visual logic — one Coca, one Fanta, one Sprite, one Selecto — creates a cluttered shelf that discourages consumers. The human brain seeks coherent colour blocks. A well-merchandised aisle is readable in 3 seconds.
Sugar-free versions (Coca Zero, Sprite Zero, Red Bull Sugar Free, Izem Zero) are exempt from the sugar beverage tax and offer 8 to 12 margin points higher. Putting them at floor level or with minimal facing loses money twice.
In a high Maghrebi density area, 2 Selecto facings and 1 Hamoud is a strategic mistake. These references can represent 15 to 25% of your beverage aisle revenue if properly highlighted.
End-of-aisle displays generate 3 to 5 times more sales than standard shelf space of equal surface area. Reserve them for seasonal promotions and new products.
A full shelf in the morning that empties during the day without replenishment loses up to 30% of its sales potential in the evening — precisely when customer flow peaks (5-8pm). Replenishment must happen before the evening rush, not after.
A good B2B wholesaler does not just deliver. They support their clients in optimising their shelf. At Martigane, we offer our retail and grocery clients:
A well-merchandised beverage aisle sells itself. Our interest is aligned with yours: the more you sell, the more you order.
At Martigane, we deliver your beverages and support you in optimising your shelf. Facing sheets, seasonal calendar, mixed pallets: concrete tools to boost your revenue.
Talk about my shelf ← Our beveragesB2B resources for food distribution. Martigane, beverage wholesaler from Lille — FR · BE · UK.