“Temptation Alley” (also known as the Snake Queue) refers to the communal queuing systems found in many retailers which encourage shoppers to engage in impulse purchases. A major advantage of these alleys is the category mix of impulse products such as snacks, confectionery, shopping bags, magazines, etc.
These categories work especially well in this location as it requires very low levels of involvement from the shopper.
The reason why the “Temptation Alley” works so well is because it engages the shopper at the prime time, in the prime location offering brand visibility and availability.
A decrease in availability correlates with a decrease in engagement. Availability and quality of opportunity go hand in hand.
Optimal merchandising by brands should aim to have their products available on both sides of the communal queue to ensure that the shopper is engaged throughout the checkout process.