Dictionary of Marketing Terms: display case
display case
- type of display used in point-of-purchase advertising where the merchandise is in a closed container. A display case is usually a cabinet constructed of some sturdy material with glass panels so that the contents can be viewed. In order to handle the merchandise, the customer must ask a salesperson to open the case. Usually, large items and items of value, such as jewelry or stereo equipment, are displayed in a display case. Many of these cases are designed with lights, to create a setting for the merchandise within.
- portable case carried by a salesperson and opened to display the merchandise within. For example, salespersons representing jewelry manufacturers will carry their merchandise in a display case to show to the retailers and wholesalers in their various territories.
