to guide the customer to the customer other products related to the product caught. Customer any display case (11) to (14) a first step of detecting the RFID code of the caught drops in, with respect to product species of the RFID code from the item information database 260 as the detected one of the RFID number key a second step for obtaining the RFID code of the relevant Item species and functional paper according to the third step of obtaining a product on display coordinates of product species from the product coordinates database 250 as the key of the RFID code of the acquired related products The light guide portion in a position close to the acquired item display coordinate 30 ~ 33 of the product display case system that is running a fourth step of performing the lighting or blinking of the lamp.
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