Getränke-Playbook: 5 Entscheidungen, die Zweitplatzierungen wirklich funktionieren lassen

Decision 1

Location: "Frequency beats product range"

A top offer in the wrong location is invisible. Secondary beverage placement only works in high-traffic areas (entrance, main thoroughfare, promotional area, end point).

  • The supply is there, but nobody sees it.
  • The area is bypassed, not used.
  • The action will be carried out "on the side" rather than "centrally".

Eco Retail building blocks for this

Smart Display

rollable, quickly to high-traffic points

Basket stand / Variety stand

compact walking route spot

Signage/Topper

Stopper: "Today's Special"

Decision 2

Stability: "If it's shaky, the market loses"

Stability isn't a nice-to-have when it comes to beverages; it's a requirement. If a setup tips over or appears unstable, the market team won't rebuild it.

  • The setup looks "disassembled" after 1 hour.
  • Employees permanently secure/re-stacking
  • The area appears risky/unprofessional

Eco Retail building blocks for this

Stable sales stands / pedestal displays

Presentation island / sales table

for heavy goods

Box/basket structure

Fixed spaces instead of loose stacks

Decision 3

Refill: "Refilling without re-stacking"

Drinks are wasted if refilling is a hassle. The goal is: refilling like in a warehouse – not rebuilding like in shopfitting.

  • Refill takes too long → area remains empty
  • Employees first have to "make themselves look nice".
  • The goods will be placed somewhere nearby.

Eco Retail building blocks for this

Box/Crate Logic

Exchange instead of re-stacking

Transport trolley

Backstock → Area in a passage

Trays/Inserts

Order for mixed varieties

Decision 4

Format discipline: Cleanly separate "box vs. pack vs. bottle".

Many retail spaces are becoming unsustainable because formats are being mixed. Boxes, packs, and individual bottles require different logic. Professional retailers decide this in advance – and the retail space remains stable.

  • Mixture of box + single bottle → unsettled
  • Risk of confusion, price chaos
  • Refilling becomes complicated

Eco Retail building blocks for this

Crate/Basket ZonesCrate/Basket Zones

clear price anchors

Insert/Inlay

Change action in seconds

Concept Station

when 3 products are played together