Traffic builder
Traffic builders are products that prompt customers to visit a store. Many stores put on items within their assortment whose attractiveness attracts more customers to the store. The expectation is that these customers will buy other products during their visit, in part due to the use of in-store marketing.
This can include products with a lower price (and thus a lower margin). This includes the weekly changing offers of supermarkets. But also products of a certain quality or with another distinguishing feature can be used as traffic builder.
Some examples of traffic builders include Hema's famous smoked sausages, Jumbo's always-low-priced bananas and Lidl's award-winning vegetable section.
