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This study examines retail atmospherics from a reality perspective. The topic "special exposure" has received research interest in the past but it has not been recognized as a critical consideration in the daily retail business. Too many retailers leave assortment decisions to thumb rules or trial and error. The highest aim of this study is in addressing that gap between theory and practice. To catch the attention of the customer is important in supermarkets because most grocery purchase decisions are made at the point of purchase. Special exposure is one such successful way of doing that, although there is not much research about the placement of these special exposures. With this being said, we set up an experiment in two grocery stores in order to investigate how special exposure, through one massive exposure and through many repetitive exposures, directly influence the customer's attention and buying decision as well as product and store evaluation. We tested two different products, one established product and one product launch. Data in form of observations, questionnaires and sales were collected during a four-week period. Our broad conclusion is that special exposure, even in non-contextual settings, has an important and positive impact on consumer attention, buying behavior as well as the sales figures. Massive exposure catches the attention the most, while many repetitive exposures on different places in the store increases sales the most. The increased sales goes up to 1600 % for the newly launched product, while the established product gets up to 900 % increased sales. To place a special exposure by the entrance was the most successful place and we did not find any correlation between the number of times you get exposed of a product with increased attention or sales. We believe that these results are contributing to knowledge within retail marketing; a field that today consists of guessing and rule of thumbs.