These used to be mutually exclusive concepts. Either products could be secured or products could be promoted - but not both. As recently as a few years ago, batteries and razor cartridges were sold from behind the counter. It's hardly promoting a product when you go to the shelf to pick it up but all you find is a note saying 'available from the service counter' (with the underlying additional message: 'and we don't trust you either'). In many mobile phone stores even today, only dummy products are displayed (and some retailers still navel gaze about why Apple does so well...)
The good news is that it doesn't have to be this way: retailers can promote and secure. Innovation in the area of security means that marketing-at-retail actually ties in with security, rather than being in conflict. A perfect example is Mills' new Shopguard range of security products. Yes, the products are secured, but this isn't what stands out to the customer. What stands out are well displayed actual products, powered and ready for play, and linked to interactive product and promotional info via touch screens.