In this ninth installment of the Why We Buy Summer Book Club series, host Patrick Keiser explores one of Paco Underhill’s most powerful retail strategies: the Art of Adjacency. It’s the science — and art — of placing complementary products together to spark more sales. Forget fighting over “prime” display space; cross-merchandising the right way can transform ordinary shopping moments into higher-ticket purchases.
Patrick shares real-world examples, from pairing apparel with accessories to creating lifestyle displays that inspire customers to buy into a feeling rather than a single product. You’ll learn how to position add-ons throughout the store, why right-hand reach matters, and how themed merchandising can sell not just products, but experiences.
✅ In this episode:

• Why the “magic spot” isn’t the only path to sales
• How product placement next to a bestseller can drive unexpected revenue
• Add-ons beyond the checkout counter — anywhere in your store
• The Book People example that changes how you think about merchandising
• Creative lifestyle displays that make products irresistible
• How to think like your customer to create adjacencies that convert

Whether you sell fashion, home goods, books, or gifts, this episode will help you see your merchandising strategy in a whole new light and uncover sales opportunities hiding in plain sight.
📚 Catch up on earlier episodes in the Why We Buy series to master the complete shopper journey.
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Keywords: Why We Buy, Paco Underhill, art of adjacency, cross merchandising, retail merchandising strategies, product placement tips, visual merchandising, independent retail, Heart on Main Street, Main Street Matters podcast, shop local