Where does your consumer spend most time?

I was talking to a client regarding branding placement and he gave me an extremely good point to ponder. He told me that his company is selling bread and these are stocked mostly outside the stores or near the entrance so he doesn't need in-shop branding, he needs signage branding which is external like Nonlit boards or Glow sign boards. May be there will be brands whose products are sold outside like chips, those are hung outside the store to attract buyers they too don't need internal branding. That made me think the clients whose consumer spend most time inside the store needs internal branding the most. There are several other factors but this question will guide us - where does your consumer spend most of the time inside or outside the store?