Retailers seem to be increasingly employing cross category merchandising in their stores. Cross category merchandising refers to products from different categories being merchandised in the same location and can be utilsed effectively to increase sales when the shoppers journey is understood in-store.

If done well, cross category merchandising provides the shopper with the opportunity to purchase products that may complement the other items in their basket, as well as save them time.

During recent store visits we found that this practice is becoming more frequent and accepted as the norm.