Second placement (retail)

Second placement or second display in retail means that individual items in retail are placed at a second location in the sales area in addition to the ongoing use of shelf space, such as in floor stands, floor bins or shelf inserts.

This presentation of goods can have various motifs such as special campaigns, initiation of impulse purchases, for example in the checkout area or in heavily frequented passageways, presentation of product ranges such as batteries in the electrical and watch departments or the use of free shelf space.

These promotional secondary placements are sometimes offered to the manufacturers against payment. Second placements are often provided with posters and similar promotional accessories.

swell

• Fuchs-Unger: Sales promotion . 2nd edition, Gabler, 2003.
• Schnödt Daniel: Sell ​​more through professional product presentation . BBE-Verlag, 2006.