A Secondary Location Change should aim to drive incremental value to:
Your brand
The retailer
The overall category
Key considerations:
Placement strategy – where the secondary location sits within the store
Shopper mission alignment – how the placement connects to shopper behavior
Coverage – how many stores will implement the secondary location
Execution quality – visibility, consistency, and compliance
Volume impact – driven by increased exposure and ease of purchase
Cannibalisation within your range – increased focus on one SKU may reduce others
Typical Secondary Location Approaches
Secondary locations are most effective when they align with how shoppers navigate the store:
Complementary placement
Placing products near items they are used with
Example: sauces near pasta, snacks near beverages
High-traffic locations
Additional placements in areas with strong footfall
Example: front-of-store, aisle ends, checkout zones
Impulse triggers
Smaller formats or add-on items placed where shoppers make quick decisions
Example: clip strips, small displays
Event or seasonal placement
Supporting specific occasions or themes
Example: holiday displays, themed secondary fixtures
A strong Secondary Location strategy increases shopper exposure at the right moment, not just overall visibility.