05/11/2026
In retail, the instinct is often to fight scarce attention with more: more displays, more signs, more calls to action. But shoppers don’t experience a store as a collection of scattered stimuli. They experience it as a route. Most follow the same familiar path trip after trip, turning movement into habit. And anything placed outside that path isn’t just overlooked — it’s invisible.
Secondary placements - end caps, checkout displays, dump bins, thematic pods, adjacencies, promotional islands - are not decorative. They are precision instruments, whose effectiveness depends on location, sequencing, and relevance.