Many fast-selling products are sold directly from their shipping cases. These are called "cut-case" displays, because the dealer cuts along the dotted line to remove the top part of the carton and expose the merchandise. He then simply stacks the cartons, thus getting the merchandise off the shelves and onto a favorable spot on the selling floor. Riser cards with appropriate sales messages are inserted to complete the display. The visual strength of the riser card more than offsets the possible scruffiness of the case (due to shipping), and is an inexpensive way to solve a display problem. This unit could also sit on top of several unopened cases and would thus become a floor stand. An example of such a floor stand is the Micrin unit of Johnson and Johnson.
– Harvey Offenhartz, “Point-Of-Purchase Design” (1968)