““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.””
