Impulse Sales still alive - the discussion amongst professionals as to whether the phenomenon of "Impulse Sales" is real or just a way for producers to win extra display space in the checkout zone has been going on for years.

Shopper research proves that as many as 66% of purchases of sweets and snacks are not fully planned, half of which are pure "Impulse" buys, i.e. "I did not plan this purchase at all, but I saw the product on the shelf and decided to buy it".

It has been known that when looking for the most efficient secondary placement, 2 approaches are adopted:

Can POSM emphasize the quality?

Manufacturers of alcoholic spirits quite often use cardboard racks to strengthen their presence in stores.

In its latest report, Nielsen reported that the entire beer category in Poland in 2018 grew by 7.6%, while non-alcoholic beer by as much as + 80%. The question is whether this is the result of a strong consumer trend? The real reason was the strategic decision of Heineken (Grupa Żywiec) about a large investment in this category, supported by a large number of "0% Zone" refrigerators placed in the best places in the stores. So the real consumer trend was leveraged by the no.2 player and the rapid response of Asashi (Kompania Piwowarska), the beer market leader. The whole translated into a gigantic sub-category increase, while 2019 will show how much this will translate into a lasting consumer trend.

"You can work hard or you can be smart - the choice is yours"

One of the Trade Marketing's roles is to support the expositions of its products. And here it is worth to leave your desk and see how does the store reality looks like.