There are so many display techniques and styles around but at the end of the day, I think the one that wins is the one that sells the most.
DO: Each shelf is merchandised exactly the same way with small items flanking taller items creating a triangular effect. I prefer this display in that as customers shop, moving from left to right, they are offered a new product (still within the same category). Talk about silent multiple selling!
DON'T: This isn't really a don't, more of "can be improved". The good thing is that smaller items are placed eye level for easy visibility. However, the drawback is that more customers may purchase the smaller lower margin items than the large bottles displayed on the bottom shelf.