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Getting your product in front of a retailer’s team of buyers is just the first step. Even if the buyers agree to add your product line to their inventory, you will have to negotiate to determine where your product will be placed within the store. You may be wondering why it matters where your product is placed. After all, isn’t the point just to get it in the store? No! A product’s placement can make or break your success—here’s why:

Destination Items

Do you ever feel like every item you came into a store looking for is placed along the back wall? It probably is. Destination items, or products that bring people into a store, are usually placed in this position so customers have to walk through the rest of the store in order to get to the items on their list. This means customers may get distracted or tempted by products on the way, which will increase the retailer’s sales.

Why does this matter to you? If your product is not a destination item but it’s placed in the back of the store, it may never succeed since customers are not forced to pass by it.

Impulse Items

Perhaps one of the most sought after locations in the entire store is the checkout counter. If you’ve ever thrown a candy bar or magazine into your cart at the last minute, you know just how tempting products placed at the register can be, which is why so many brands want this coveted spot. Why do products at the checkout counter lead to impulse buys? Customers who are bored standing in line will be exposed to your product and more likely to engage with it as they try to pass the time. These are usually lower priced items, too, so it won’t seem like a big deal to add a few into your pile of purchases.

Unfortunately, it can be very difficult to get onto the checkout counter without experienced wholesale distributors negotiating on your behalf.

Speed Bumps

When you walk inside a retailer, the first area you will step into is known as the decompression zone, and this space typically does not contain any merchandise. The decompression zone allows consumers to get used to the retailer’s space and adjust to the environment. Immediately following this zone are speed bumps, which are product displays designed to grab customers’ attention and get them to slow down and take a look. This is another prime opportunity for brands. Products placed in a speed bump display will most likely be seen by every customer who walks through the door. This is another competitive spot, and you may need to negotiate with the retailer by offering to run a limited time discount on your product, since discounted items perform well in this location.

Do you have a product in retail stores? Where is it currently placed? Have you seen success in this spot? Share your experience with product placement in the comments below!

Read more: Retail Product Placement