The strategy taps into the psychological aspects of shopping as well. People are creatures of habit, and once they get used to a specific store layout, they’re more likely to follow a routine pattern. Keeping milk in a consistent spot ensures that customers feel comfortable in their shopping environment and can find this staple item without too much confusion.

Finally, the back-of-store placement also takes advantage of the psychology of ‘just one more item’. As consumers approach the end of their shopping list, they often feel a sense of accomplishment, which can lead to a reward mentality. This mindset makes them more susceptible to add further products to their cart before they leave the store — with milk being one of the last stops.