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!
