““Frozen food exerts a strong force on the order of the trip. That is, no matter where the retailer locates frozen food, it will often be visited near the end of the shopping trip. So, the aisle nearest the entrance of the store will ordinarily be shopped first, followed by the second, third, and so on, across the store. But if frozen food is not placed at the end of the trip in terms of layout, shoppers will often skip it and return near the end of the trip—if they remember—or just skip it altogether. Compare this to fresh produce. We could theorize that shoppers might prefer to have produce at the end of the trip, to avoid having fragile, crushable fresh produce on the bottom of the cart. We do not, however, see large numbers of shoppers skipping fresh produce, which is often the first category offered to them, although this undoubtedly does occur to an extent.””
