End Cap Displays are one of the most effective ways to promote and showcase products in retail space, specially grocery and convenience stores.
What is an End Cap?
End Caps are located at each end of the long gondola shelving fixtures that are prevalent in many retail establishments. They offer the perfect opportunity for a business to showcase items that might otherwise get lost on the shelf with everyday products.
These displays are prime real estate within a retail store and can help boost sales by:
- Increasing impulse buying
- Promoting special events
- Highlighting seasonal offerings and sales
Endcaps typically have 3 sections:
- Top – The focus for advertising signage. Establishing a theme for the display that draws attention to the product and highlights the value proposition.
- Middle/Core – Usually set up for interaction with the product that the brand is promoting. Samples are often on offer in the middle section allowing customers to engage with the product and making the products features stand out.
- Bottom – The bottom of the display is where the extra product can be stocked and easily available for customers to pick up for purchase. While you want inventory to be plentiful enough that it doesn’t run out between restocking, it should not look too crowded or appear as if no one has purchased the product.
Power of End Cap advertising.
The top of the end cap is where signage is used to draw customers’ attention to the product and instantly establish brand recognition, whether the item is on sale or there’s simply a specialty/seasonal offering that is only available for a limited time. They help catch passerby shoppers and can encourage them to explore similar products in the adjacent aisles of the display.
- Highlight featured or seasonal product
- Encourage shoppers to browse the adjacent aisle
- Capitalize on impulse purchases
- Increase brand recognition
Seeing a product on display by itself helps establish brand recognition and increases customer retention. It sets the brand apart from others in the same category, and is like a call to action for shoppers to buy the product on display over competing brands.
