Treasures of the retail trade: secondary placements as lucrative attractions in store
by Reiner Graul
Secondary placements are the key to higher sales – and not only at Christmas. That is also the view of around 90 per cent of the roughly 50 Edeka and Rewe retailers surveyed by Bormann & Gordon in a retailer study on secondary placements and displays. About a third even see the importance of secondary placements continuing to rise.
All the more important, then, that previously untapped potential is better exploited in future. Because anyone who uses secondary placements to create specific consumption and usage occasions inspires customers to buy more.
And anyone who chooses the location of special displays in store strategically will get even more out of their sell-out.
Read the detailed article here for more on the results of the B&G study – how individual categories perform in secondary placements, what makes displays attractive for the retail trade and where care is needed when stocking them.