A product module for supporting and merchandising product containers therefrom including at least one elongated product channel defined by a pair of laterally spaced upstanding side walls and a substantially planar product supporting floor portion extending therebetween, each product channel having at least one front member spaced above the floor portion and partially bridging the product channel side walls, the at least one front member including a first wall portion extending from one of the product channel side walls and a second wall portion extending from the other of the product channel side walls. The first and second front wall portions define a space therebetween and are sufficiently resilient so as to allow a lead product container positioned within a product channel to be pulled therethrough to facilitate removal of the lead product container from the product channel.