How to Use End Caps for Store Optimization

Retailers leave no stone unturned when it comes to effectively displaying products to the customers so that the sales figures soar higher. Quite different types of retail fixtures are available for the retailers to make best use of the available real-estate in their stores. But at times, they tend to forget an important aspect that has the capability to grab customers’ attention to a very large extent – the end cap displays. Placed strategically at the end of the aisles or gondolas, the end caps make shoppers have a look at the items placed, even if they are looking for something else in the store and moving from one aisle to another.

We can say the end caps force the shoppers to have a glance at them, but how? Well, the three sections of the end caps, the top, middle, and bottom, serve different purposes and make for an effective display for the retail outlets. The top shelf shows off a signage and presents the theme of the product. It helps draw attention of the customers towards a newly launched product or a product that is being offered via a great deal for a limited time period. The middle shelf holds the samples of the products for the customers to see and try; it allows engagement between the customers and the products and highlights the products’ features. The bottom shelf is used to display and stock additional quantities of the same products for the customers to access them easily.

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PepsiCo and Research Analyst came out with a collaborative study regarding end cap store optimization at a large US conference, TMRE (The Marketing Research Event, by IIR). The primary goal of the study was to maximize the sales by identifying the best possible ways of using the end caps. The results of the study were pleasantly astonishing and the experimenters could come up with their final deliverable that would boost up the sales of various products placed on the end cap displays – a “DecisionSimulator”.

Benefits of using end caps in retail store:

Making customers browse the adjacent aisle, resulting in added sales

Customers in a retail store move from one aisle to another looking for the products they want to buy. End caps placed at the ends of the aisles make sure they have a glance at the products placed before moving on to the next aisle. End caps are great ways to catch the attention of passer-by shoppers and drive them into checking out similar products placed there.

Highlight featured products in the eyes of the shoppers

Some distributors offer enormous discounts on their products from time to time. End caps can be used to display those offers and allow the buyers to shop for those products at amazingly reduced rates.

Drive impulse sales

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Retailers want to drive impulse sales to the maximum because they serve as added bonuses. End caps positioned properly at the right places are great tools to drive last-minute impulse sales.

Enhancing and retaining brand recognition

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Increasing brand visibility goes a long way in promoting a range of products in the retail environment. When certain products are placed on the end caps, the isolation and exclusivity sets them apart as there is no distraction caused by the competitor brands. It makes it easier (and sometimes obvious) for the customers to go for the displayed products.

Better inventory management

Identifying products that sell, and those that don’t is yet another reason to make use of end caps in your retail store. Retailers can observe which products sell the best when placed on the end caps, and which products do not impress the cash registers. Inventory can then be organized and managed keeping the demand and supply in mind.

Enhance sales of seasonal products

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Certain items are available only in particular seasons. Mangoes, for instance, are mostly available in the summer season and their demand is very high at that time. End caps are helpful in announcing the arrival of similar seasonal items in your store and to sell them throughout the period they are available.

Plan strategies for future sales

Keeping an eye on the trends as to how the products are performing when placed on the end caps and which particular products are selling better in comparison to the others may help store-owners plan strategies for the future to enhance sales figures.

How to create the best end-cap displays for your retail store for the maximum benefit

Fill the products frequently

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The end caps are generally meant for displaying and cannot hold enough quantity at a time to meet the demands of the shoppers once the products start selling. Retailers should nicely stock the products at various places inside their stores and keep filling the end caps frequently to maintain the décor and impression.

Keep changing the products at regular intervals

End caps are often the points of first contact and long-lasting impression when a shopper steps in your store. If the buyers see the same products on display every time they come to shop, they might perceive your store as stale and uninteresting. Hence, the items on display via the end caps should be changed at regular intervals to provide the visiting buyers with a fresh feel of a new item every time.

Don’t place large products

End cap displays are supposed to be looking full all the time. Now, customers like to pick up products that they like from the displays, and if the products are large in size, it will leave the end caps appearing empty. A wise idea is to avoid placing large items on the end caps and to only fill them up with small and medium sized products so that they start appearing empty only after a large number of items are taken away from them.

Don’t display too many products at once

The main idea behind end caps is attracting the attention of the customers towards one product, or brand. So, displaying one or two items on end caps is fine, but not beyond that as it completely takes away the purpose and functionality off them.

Make use of technology

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Launching a new item may sometimes involve a bit of educating to do. In such a situation, just placing them on the end caps won’t suffice. It is recommended to provide the customers with an audio-visual explanation of the products by placing a TV screen adjacent to them. The customers can then understand the key points, concepts, features, uses, or functionalities of the products before they check them out.

In this present era of ever-evolving technological advancements, end caps have proved to be major means of enhancing retail sales and brand recognition. Irrespective of what kind of retail sales your brand is into, Instor presents the best-in-class, customized display solutions including end caps that are optimized perfectly for your store to generate maximum numbers by providing an excellent in-store experience.


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