To guide customers to other products related to the products they have caught. A first step of detecting an RFID number of a product held by the customer in any of the showcases (11) to (14), and a step of detecting the RFID number of the RFID number from the product related information database (260) A second step of obtaining an RFID number of an associated product related to the product type and function paper, a third step of obtaining the product display coordinates of the product type from the product coordinate database 250 using the RFID number of the acquired related product as a key, And a fourth step of lighting or blinking the lamps (30) to (33) of the lamp guide unit at a position close to the obtained merchandise display coordinates.
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