The Hidden Power of Secondary Displays

The Hidden Power of Secondary Displays

When you think about merchandising, you likely picture the main shelf. But in today’s competitive retail environment, relying only on your core shelf space isn’t enough.


Secondary displays offer a powerful way to boost sales and visibility.
  • Secondary displays can lift sales by up to 300% (Retail research)
  • 76% of purchase decisions are made in-store (POPAI)
  • Well-maintained secondary displays can drive 20–40% more sales compared to neglected ones
What Are Secondary Displays?

Secondary displays are any extra placements outside of the main shelf, including:

  • End caps
  • Freestanding units (FSUs)
  • Dump bins
  • Counter displays
  • Promotional islands
  • Clip strips or hangsell racks
  • Off-location features
In New Zealand, we see them everywhere — from promotional islands at Farmers to end caps at Mitre 10 Mega. Done right, these placements can increase product sales by 2 to 5 times during a promotion.


Why Secondary Displays Matter

✔️ More Visibility: Reach shoppers who wouldn’t normally walk down your aisle.

✔️ Drive Impulse Purchases: A well-placed secondary display captures attention and spurs unplanned buys.

✔️ Support Promotions: New launches or short-term offers need standout space to succeed.

✔️ Strengthen Brand Presence: Creative displays reinforce your brand story beyond the shelf.

How VSS Merchandisers Help Secure Extra Space

At VSS, our merchandisers don't just install displays — they create opportunities. 

  • Identifying and securing available spaces in-store
  • Suggesting secondary placements to store teams
  • Negotiating extra features when opportunities arise
  • Keeping displays stocked, tidy, and eye-catching

With trusted store relationships, we often unlock valuable off-location spots for our clients — boosting brand presence without lengthy negotiations.

Secondary displays are a powerful way to grow your brand in-store. They create extra visibility, support promotions, and drive impulse sales — all critical for standing out in today’s market.

At VSS, we don’t just fill shelves — we find ways to maximise your brand’s visibility across the store.

Want to uncover new opportunities? Contact the VSS team today — let’s help your brand win beyond the main shelf.

 

We can create a bespoke plan for your business. Call us today!