It has been known that when looking for the most efficient secondary placement, 2 approaches are adopted:
• Exposition on the shopper's way - the more people see the product, the greater the chance that it will be bought - traffic here determines
• Exposition in the base category - the customer will see my product first when searching for a product from the category
To multiply sales from secondary placement, it is worth adding the so-called Complementary categories. That is, e.g, carbonated drinks by meat, with one of the largest penetrations and shopping frequency (traffic), and usage occasion. It’s good to strength this with proper communication, referring to the occasion usage (e.g. Pepsi).
You can also follow the target group, as Nutricia did, placing their baby food in the children's clothes category.
Additional challenge for producers is verification of the correct secondary placement at store level. The photo recognition technology and the Pro.Display can be used for this purpose, verifying, among other things, the correctness of the category neighborhood.
