• Make a show of yourself with irresistible FSDU displays

    A good FSDU or POS display is like a red rag to a customer. A nice red rag that makes them want to buy things.  Because we operate from end-to-end, you can use us for as much or as little as you need, whether it’s a high impact design or printing, pre-filling, dispatching, merchandising and replenishment visits.

Industry leading

Creative experience


Printing facility

We're fast

Turnaround in less than 7 days

We're efficient

Tight deadlines welcome
It's your brand's time to shine
An image of pickers at Dee Set

Its your brand's time to shine

How would you like to control every detail of how your products stand out in a crowded retail environment? You would? Well then. Our FSDU and POS solutions put your promotions front and centre with customers, increasing brand awareness and nudging that impulse to buy.

Have it your way

Not unlike a well-known king of burgers, we are set up to give you what you want. Regardless of size, colour, specification or objective, our expert designers and in-house print teams work to your exact brand guidelines. And we also offer standardised FSDUs for a fast, cost-effective answer to promotional or sales events.

Our FSDUs are invincible

Well, not quite. But our FSDUs and POS displays are 100% recyclable, easy to assemble and capable of supporting anything from merchandise to video screens. The result is a portable, dedicated display that lets you increase product visibility anywhere on the shop floor.

Ride alone or give us the reins

Because we have decades of experience in meeting retailer requirements, we can expertly manage and advise on any aspect of your FSDU creation. From design and printing, through to building, merchandising and store compliance, the process is fast, flexible and effective.

our FSDUs are invincible
Deeset warehouse image

Our merchandisers are within 10 miles of 97% of stores in the UK, ready to support with 365-day promotion for your brand.

Shelf-space. Positioning. Visibility. Product selection. A lot of thought and expertise goes into maximising your sales. We get it. And whether its POS installation, check and fix, auditing or range changes, we combine big brains with big data to make sure the right improvements happen. 

60,000 photos per week for client reporting

40,000 merchandising hours completed per week

Clients we work with.

  • Morrisons logo
    Accessorize logo
    Lavazza Logo
    Waitrose logo
  • Claire's logo
    Kimberley Clark Logo
    RB logo
    Innocent logo
  • Sainsbury's logo
    Kelloggs logo
    GU logo
    Castrol logo
  • B&Q Logo
    Homebase logo
    Morrisons logo
    Accessorize logo


FSDUs work. It’s as simple as that. 

They catch your eye, they cut through the noise, and they help your brand to be seen at the right moments. 

When they’re done right, that is. 

Our expert team here at Dee Set know exactly how valuable free-standing display units can be to your brand - they’ll act as extra shelf space with no competition next to them, helping to encourage the sale in a way that regular shelf simply cannot. 

However, FSDUs require extra floor space and that’s going to increase your costs. By increasing the outlay, it’s pivotal to ensure that your FSDU strategy is spot on. There’s little room for error here and a poor design, sub-par placement, or lack of replenishment on the shop floor could lead to poor performance and a disappointing ROI.

Not what your business needs. 

That’s where the Dee Set crew comes in. We’re a lean, mean, merchandising machine on a mission to guarantee that your visibility and effectiveness in stores are maximised in every way possible. 

From our high-touch merchandising team and industry-leading field marketing strategies to bespoke FSDU design, filling, and dispatch, we’re able to offer an end-to-end solution that you’ll love. 

Read on below to learn a little more about how we operate when it comes to FSDUs, or give us a call to chat about the options and get started on your journey to high ROI FSDUs today!

What is an FSDU?

Free-standing display units are units separate from the shelves that feature just one item - it’s a great marketing tool that gives your brand so much more control over the way your products are advertised to your target audience. 

Everyone has seen an FSDU and more to the point, most of us frequently purchase items off of them too. 

An FSDU is typically made from cardboard - ours are 100% recyclable, super easy to assemble, and come in a range of different styles to ensure you’ve got everything you need to show off your products. 

You’ll find FSDUs in many different places inside the shops, with each location specifically tailored to catch the eye of your audience at the right time. You may choose to locate your FSDU on the aisle that’s relevant to your product - that'll place you in front of high-intent customers that are already looking for similar products.

But that’s not the only option.

You could also choose to place your branded product display unit closer to the tills at the checkout area. There’s lots of waiting around in these areas and the customer is on the edge of making their purchase, so it’s the ideal time to give them one last product to consider!

Different types of Free Standing Display Unit

Increasing your brand visibility requires a bespoke strategy. 

What works for a pop singer’s latest record probably won’t for a new brand of floor cleaner - they’re different products with entirely contrasting demographics, so you need to tailor your FSDU to that specific audience. 

To help you properly show off your product and grab attention on the shop floor, there are a few different types of FSDU that you’ll be able to use, helping you to tailor a bespoke strategy that’s designed for your product, not somebody else’s. 

Shelf Units

Shelf units are perfect for products that are already packaged and ready to go - there’s a header space for some key information such as pricing and USPs and premium models can even incorporate video screens that can display infomercial content directly from the unit. 

This interactive element makes your products so much more appealing to any customer passing by. 

You’ll be able to customise the designs across your shelf unit, so be sure to utilise all of the space available including the sides of the stand and the shelf dividers!

Cell units

Cell units are used to display a plethora of different items that are all roughly the same size - you’ll probably have seen them used a lot for things such as books, greetings cards, DVDs, and CDs. Those types of items where you pick them up, check out the back of the item and then decide whether it’s going into your basket.

With so many customers interacting with these units, they need to be incredibly sturdy and have an ergonomic design that allows people to reach into the display without causing any damage. 

When we’re designing your display unit, we’ll put it through a hands-on test run to ensure that it works as well as it looks, ensuring that it’s ready to rumble once it hits the shop floor. 

Hook units

These types of displays work so well for small, practical items. 

Hook units are designed with numerous small rails that can carry multiple different little items hanging from hooks - the products will simply slide onto the rail for easy access when browsing. 

We’ve found that these types of units are particularly useful in fashion retail for those everyday items that you may otherwise pass by without a thought. Socks, underwear, and jewellery are perfect items for a hook unit placed beside the checkouts queue!

Clip units

The clip unit is the go-to FSDU for any items that require stronger, sturdier shelving.

Whilst our standard cardboard FSDUs are designed to be incredibly durable, they may not always be cut out for large, heavy items - rather than taking the risk, it’s always best to opt for a reinforced shelving unit that utilises a clip system to keep the pieces securely attached. 

If you’re unsure which type of unit is best for your product, don’t hesitate to get in touch with us! We’ve handled FSDUs for more products and brands than you could ever imagine, so we can lean on our expertise to help you decide which type of unit will work best for you. When in doubt, give us a shout!

Pop displays

A POP display, or Point-of-Purchase display, is a type of FSDU that’s found away from the checkout registers - the main purpose of a POP display is to increase the number of in-store interactions that a customer will have with a product. The more times they see the product, the more they attach a sense of value and necessity to it. 

You’ll usually see POP displays used on shelves, billboard-style displays, or in other types of promotional material within the store. 

The benefits of POP displays are:

  • You can feature more products - by displaying more, you’re further increasing visibility and promoting availability too
  • They can be placed in high-traffic areas where the likelihood of being seen is maximised
  • You can use a combination of products, highlighting more of your range
  • With more available space, you can factor brand awareness into your designs
  • They’re ideal for sales, promotions, and highlighting new items

POS displays

Point-of-Sale displays, commonly referred to as POS displays, are FSDUs that are located at the point of sale, such as beside the checkouts. 

With POS displays, your space is limited and you’ll be using a style of display that’s incredibly similar to everyone else, so standing out has to be your number one priority. 

By creating a unique POS display, you have more chance of grabbing attention and encouraging an impulse purchase at the point of sale

Most POS displays are strictly product-facing FSDUs with little space for additional information, so being able to sell your product visually is massively important. 

The benefits of a POS display are:

  • Every customer passes through the checkouts, so visibility could not be higher
  • Impulse purchases at the till are huge, so you’re in the best possible position to convert
  • You can display small, cheap products that are more likely to be bought on impulse 
  • These displays can have a semi-permanent spot that becomes familiar to customers (e.g. chewing gum placement beside the checkout in almost every single store)
  • Individually packaged items are easy to grab and purchase in one swift motion
our FSDUs are invincible

Why your brand needs to utilise FSDUs

Your brand needs to utilise FSDUs to display products to maximise sales in the store environment. 

With a growing number of products being brought to the shelves every day, the noise that you need to break through is becoming ever louder. 

That means you need to find a way to work around the noise and give your product the chance to shine, away from the crowded shelves. 

FSDUs act as their own contained marketing mechanism. They offer you the chance to structure your products almost like a billboard - bright, loud, and direct - whilst also providing you with the space to inform. 

You can choose to use any space as an opportunity to solidify your brand messaging, boast about your products, or create captivating visual cues. The choices are endless and we’re here to offer as much or as little support as you need when choosing how to make the most of your FSDU space

It’s not just visibility that free-standing display units boost, though. 

FSDUs also allow you to take advantage of natural shopping behaviours such as impulse purchasing by the tills, pricing incentives such as percentage discounts or Buy One Get One deals, or even simply the impact of convenience. 

If it’s in the right place at the right time, people will buy it. 

Getting the most out of your cardboard display unit

Highlight the benefits 

Customers love to feel as though they’re making a smart choice. 

The boost they feel when they find a great deal, discover a new favourite product or find a product that does more for the planet is unrivalled. 

And that feeling sells. 

So you need to make sure you’re giving this to your audience every time they look at one of your FSDUs. 

If your product has major environmental benefits, such as a sustainability factor, a green pledge, or reusability, this needs to be a key feature of your marketing display. 

Be practical

Above all else, customers want products that make their lives better. 

So how does your product do that for them?

Does it last longer? Does it work more effectively? Does it look nicer? Is it more compact? Does it work with other products they’re already using? Will it change their lives? 

If the answer is “yes”, this should be displayed clearly on your advertising materials. 

Once they learn how this product is going to benefit them practically, the sale is all but made already. 

Step into your customers’ shoes

Before any FSDU is placed on the aisles, it needs to be tested from the viewpoint of a customer. 

The size of a standard FSDU would be between 1m and 2m in height but can vary in size or shape depending on your specific vision for the display unit. 

With that in mind, you need to answer a few more questions:

  • Where are the eyes naturally attracted to?
  • Are your most important messages in the right place?
  • Would you buy an item on this stand?

If you’re unhappy with the answer to any of those questions, you’ll want to head back to the drawing board to find a more practical FSDU design. 

How can we help?

Nobody can do everything by themselves and sometimes, expert opinions can help you turn something good into something great. 

If you’re looking to heighten the impact of your FSDUs, we’re here to help. 

We’ve got a huge background in supporting businesses with their in-store marketing, from FSDUs to field marketing activity and more. We’re a full-service marketing agency that can provide you with all the tools and insights you need to dominate the shelves and increase sales exponentially. 

Get in touch with a member of our team today by giving us a call or filling out our online contact form - from here, our experts will assess your needs and get back to you with a bespoke plan that’s designed to offer you the support you need in any areas that you need it. 

have it your way
Dee Set Logistics Ltd/Dee Set Confectionery Ltd, trading as Dee Set, registered in England, Scotland and Wales. Registered No: SC208421/04297287.Vat No: 896110414.