The most important promotion is place, not price. In a…
““The most important promotion is place, not price. In a typical store, probably 2 percent of the total items in the store at any one time are being promoted on end-of-aisle displays or other secondary promotional displays. This 2 percent of items may constitute a full 30 percent of all the sales in the store. However, half the shoppers purchasing an item from one of these promotional displays are unaware that it is at a reduced price. Of the half who are aware, half of those really didn’t care about the price. Good retailers are locked in a mindset that price considerations dominate shopping.””
About This Quote
This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation.
Promotional placement drives sales more than price; many shoppers unaware of discounts.
In simple terms: Placement influences buying more than price.
Key Takeaway
Leverage strategic placement for sales.
Themes
marketing
consumer behavior
pricing
Mood
analytical
critical
Type
business
marketing
When to use this quote
- store layout
- online e‑commerce
- advertising
Key Concepts
placement effect
price perception
shopping habits
Questions to Reflect On
- How can you balance price and placement?
- What other factors affect purchase decisions?
A Different Perspective
Overemphasis on placement can ignore price‑sensitive customers.