In-store retail marketing is an art and a science. It often comes down to one question: How do you get the right products in front of the right customers at the right time? While many marketing strategies can be deployed to answer this question, one tactic has been proven to be especially effective: endcap displays.
Read on for a complete guide to endcap displays, including what endcap displays are, their many benefits, and how to maximize their potential to increase visibility and boost sales.
What Is an Endcap Display?
There are many in-store point-of-purchase (POP) displays and possible placements for them, such as at checkout, in the middle of aisles, in the lobby, and at “dump bins” throughout the store.
Endcap displays refer to POP displays placed at the end of aisles. As shoppers travel through a store’s aisles, they encounter the products and services in highly conspicuous endcap displays. While they may or may not go down a particular aisle (and may or may not linger when they do), they inevitably encounter endcap displays.
Some examples of endcap displays include:
- A Super Bowl-themed endcap display featuring chips, salsa, and other snacks at the head of the chip and salty snacks aisle
- An endcap display featuring Easter-basket-friendly toys and treats at the head of the candy aisle in the weeks leading up to Easter
- An endcap display featuring warm weather skincare essentials at the head of the sunscreen aisle heading into summertime
- An endcap display of new products from a brand, such as new seasonal nail polish colors, at the head of the nail care aisle
The Advantages of Using Endcap Displays
On the surface, endcap displays serve the same purpose and function as all types of displays: convince shoppers to purchase the products in the display. However, endcap displays are uniquely effective for capturing shoppers' attention — and dollars.
In fact, after evaluating shopper traffic patterns and other data, researchers determined that end-of-the-aisle displays are linked with a 93% lift in exposure and a 32% increase in sales.
But that’s not all. Because research shows that 62% of grocery store purchases are impulse buys, endcap displays can also be a powerful driver for these unplanned purchases.
According to data from the National Retail Hardware Association, endcap displays can move products up to eight times faster than the same display in a different store location. Shoppers browsing the aisles will undoubtedly pass by endcap displays, and a strategically designed endcap can grab more shoppers’ attention.
In addition to being visually enticing, endcap displays also help sell products in other ways, including:
- Making it convenient for shoppers to find your products
- Showcasing your brand personality
- Creating new ways for shoppers to engage with your products toward a more satisfying customer experience
The best endcap displays also entice customers to travel down aisles they might otherwise skip by giving them a tantalizing sneak peek of what they’ll find.
Best Products for Endcap Displays
While there’s no denying the potential of endcap displays based on these figures, harnessing their full capabilities depends on choosing the right products to display. Here are some proven ideas for products to feature in your endcap displays:
- Newly launched products
- Perishable products that will expire soon
- Groupings of themed or related items
- Products grouped by color to create visual interest
- Seasonal and holiday themes
Endcap Display Tips & Tricks
So: what makes a good retail display? Here are tips and tricks for making the most of an endcap display:
- Include an interactive component to promote engagement, like a QR code
- Incorporate built-in lighting, such as backlit panels
- Frequently changing up endcap displays to keep them exciting
- Use a rounded, multi-level, or other creative design to extend into the aisle without obstructing it
- Be mindful of signage across everything from branding to visibility of key information
- Embrace creative retail display ideas to stand out in a crowded marketplace
At Bay Cities Packaging & Design, we have extensive experience with POP displays. Whether you already know exactly what you’re looking for in an endcap or other POP display, or you’re just starting to think about ways to amplify your retail marketing efforts, we can help.
For more tips on creating effective displays that get results, download our free ebook, How to Be Successful in Retail with a POP Display.
