Is this a secret weapon?

Is the middle aisle a retailing secret weapon used by the German supermarkets or is there more we need to know?

It is difficult to avoid being drawn into the middle aisle with their seductive mix of bargains which will be gone when they have gone! You just knew you would need a down filled ski jacket as well as some milk when you just popped out for essentials. So what are they really tempting us into the middle for? mysterious!!