Too many products depend on customer contact to ring up a sale. Physical contact with other shoppers is not desirable. Shoppers, especially women, do not like to be channeled into tight areas where they may be brushed from behind by another shopper or salesperson. In such areas, shoppers tend to hurry, reducing chances for a sale. Shoppers cannot buy what they cannot see.
Visibility is highest in a zone running from knee level to slightly above eye level.
Retailers can display products out of this zone, but they must choose the products carefully. They should select large products whose packaging attracts the shopper's attention. Some retailers install bottom shelves that tilt upward to improve visibility. Display peanut butter and jelly together, or pasta with tomato sauce. Sell popcorn at your video store, or chocolates and, maybe, bookshelves in your bookstore.