Most shoppers don’t plan every purchase they buy from a convenience store. In fact, a large proportion of sales in convenience retail are driven by impulse. This is where secondary siting comes in.
Secondary sightings are one of the simplest ways to increase basket spend without expanding range or cutting margin. Research consistently shows a significant proportion of in-store decisions are made on the spot, particularly for snacks, drinks and seasonal lines[1].
Visibility and ease of access play a huge role in those decisions.
Secondary displays help by:
- Catching attention outside the main fixture
- Prompting cross-purchases
- Reinforcing seasonal or promotional messaging
- Making it easier for shoppers to grab an extra item quickly
- Extra visibility or key products for time-poor customers
Proven Siting Combinations: Which Products Should Be Together
Drinks next to snacks
Positioning soft drinks near crisps or confectionery supports meal deals and treat missions. Many retailers see uplift when drinks are merchandised outside the main chiller bank.
Counter displays
Small confectionery, vapes accessories (where permitted), snacks and novelty items perform strongly at tills due to last-minute impulse decisions.
Seasonal displays
Easter, summer drinks, Christmas confectionery or event-driven ranges benefit from prominent siting near entrances or high-footfall areas.
These placements work because they align with natural shopper behaviour rather than forcing it.
Using POS To Boost Secondary Displays
Point-of-sale material from brands can help highlight secondary displays, by supporting visibility and sales. You should ask your suppliers for POS such as:
- Branded display units
- Promotional signage
- Seasonal activation kits
- Linked merchandising suggestions
Secondary Sitings: Good Practice
- Rotating secondary displays regularly
- Keeping sightlines clear
- Prioritising bestsellers or promotions
- Reviewing performance and adjusting accordingly
- Fewer, stronger displays over multiple smaller ones
EPOS data can be surprisingly useful when reviewing your displays. Tracking sales before and after introducing secondary siting can quickly show what works.
Secondary siting is one of the most effective merchandising tools in convenience retail. As shopper missions evolve, from meal deals to treat purchases, thoughtful product placement continues to influence buying decisions.
Sometimes the easiest way to grow sales isn’t adding more products, it’s simply putting the right ones in the right place.
