In "Culturematic," Grant McCracken emphasizes the importance of retail shelf space as an opportunity for brands to introduce new products. He suggests utilizing this space as a 'deep space' where consumers are encouraged to explore and try new items. This approach leverages the natural tendency of consumers to seek variety in their choices, promoting experimentation within a single shopping experience.

By inviting consumers to engage with a range of products at once, brands can enhance the shopping experience and foster variety-seeking behavior, which is prevalent among many shoppers. McCracken's strategy aims to transform retail environments into spaces of exploration rather than just mere transactional locations, ultimately benefiting both consumers and brands alike.