Creating Great Secondary Displays

Secondary displays need to stop your customers in their tracks and inspire them to consider that extra purchase. They are ideal for NEW products , products with media investment and promotions.

Only 13% of people visit all the areas of your store ( HIM CTP 2014), so displaying product in a second location should allow more consumers to see the category.

Creating Great Secondary Displays

Secondary Display Recommendations

Place secondary displays in high footfall areas to increase visibility - eg the area around the counter and the main aisle .

Ensure the display is attractive and eye catching, use manufacturers point of sales wherever possible - the second biggest reason people buy on impulse is because they saw the display and were tempted!2

Stock the most impulsive categories in the secondary displays to ensure the best sales uplift - remember confectionery is the most impulsive category.3

Use really clear pricing to highlight any promotions, the No.1 reason people buy on impulse is because it was on promotion/deal so make the most of it.4

Given confectionery is the most impulsive category in your store if your space is limited it is the category to prioritise when it comes to secondary fixtures.

Consider location near adjacent mutually complimentary categories

Secondary Display
Secondary Display