Don't obnoxiously repeat the position of the cigarettes whilst we're searching for them. It's a large wall, filled with hundreds of brands, colours, variations and sizes. When we're in a situation where muscle memory fails us and we can't immediately locate the cigarettes you want, we're getting massively overstimulated by the mere view of the shelf. You trying to direct us to the right cigarettes whilst we're trying to gather ourselves DOES NOT HELP. It brings us out of mental balance.