Glossary A–ZLetter S
Secondary placement
A secondary placement is an additional sales location for a product outside its regular shelf, for example on a display stand, a pallet, at the end of an aisle or at the checkout.
It is meant to attract attention and encourage impulse buying.
Manufacturers and retailers often agree secondary placements for promotions, such as barbecue accessories next to the meat in summer. Digital screens on such stands show product films, recipes or promotional prices. Because the space is temporary, content changes with the promotion, and the technology must be quick to set up and take down.
Screens on secondary placements often need their own power supply or batteries, and cables must not create trip hazards. The promotional price on screen must match the till price and disappear when the promotion ends. When the stand is removed, the content must also be taken out of the schedule. Who pays for the space and who supplies the content should be agreed in advance.