Help Guide - Adding Secondary Location Changes
When we talk about a Secondary Location Change in Growzz, we’re talking about giving a product space beyond its normal shelf position.
The product remains listed in its main inline location.
What changes is that it also appears somewhere else in the store. That might be an endcap. A wing. A front-of-store display. A checkout fixture. Or another placement linked to how shoppers move through the store.
This matters because many purchases are influenced by visibility and convenience.
A product can be well priced and already listed, but if shoppers do not notice it, they may not buy it. Secondary locations help solve that problem.
Before adding a Secondary Location Change, ask: Where else in the store would this product win more attention or more impulse purchase?
The best secondary locations are not random extra space. They are strategic space.
Sometimes the right answer is high traffic. Locations where many shoppers pass and visibility is high.
Sometimes it is complementary placement. Putting products near items they are naturally used with. For example, sauces near pasta, snacks near drinks, or batteries near electronics.
Sometimes it is impulse. Small items placed where quick purchase decisions happen.
And sometimes it supports a retailer theme, seasonal focus, or category priority.
The real objective is not just to move product physically. It is to create more chances to be seen and bought.
Next, think about execution quality.
A brilliant location poorly maintained may underperform. Empty displays, poor stock levels, or weak compliance can destroy value.
So store execution matters as much as the placement idea itself.
You should also think about coverage.
Will this run in all stores, selected stores, or only the best stores?
More stores may create more reach, but targeted execution can sometimes create better returns.
Then think about impact across your own range.
If one SKU gains extra space, could it reduce demand for another of your products? If so, some uplift may be transfer rather than true growth.
Finally, remember that this step is about visibility and access, not price change or temporary promotional mechanics.
If pricing, promotions, or other support is also required, those should be built in the relevant Growzz planning steps.
Successful Secondary Location Changes put the right products in the right extra places, at the right moments, with strong execution.
That is what turns extra space into incremental sales.
Here are the key takeaways
Secondary locations give products visibility beyond the main shelf.
The best placements are strategic, not just extra space.
High traffic, complementary, and impulse locations can drive growth.
Execution quality and store coverage strongly influence results.
Great secondary space creates incremental sales, not just movement.