How often do you take a step back when walking past a store because of the display? In retail marketing, the endcap display is the spot at the end of the isle. Brands tend to pay extra for the endcap display installation because customers notice this spot more than other areas. The attractive display or sale signs on the end cap display trigger higher sale conversions.
The Purpose of Endcap Display
Stores tend to have different agreements with suppliers and brands. Those interested in endcap display installation pay more for the display of their products than other areas because this is the spot that lures customers into the store.
Some customers intentionally walk into the store because they know what they want and believe they’ll get it in the store. Window shoppers are likely to enter a store because of the endcap displays, and not necessarily because they want to see what is on the isles that they can barely see.
Suppliers also compete for endcap display installation for brand visibility. Unfortunately, this also means they have to pay more for this spot. Is it worth it? Most brands, especially those relatively new in the market, get the attention of buyers. If they have sales at comparatively lower prices than the competition, more people notice and may even buy the products, so it is worth it.
Questions to Ask When Planning an Endcap Display Installation
Is it worth the price?
For most brands, getting their products into popular stores or supermarkets is the first step in their alliance. The next is to negotiate shelf placement. Most stores prefer having similar products on the same isle but leave endcap displays for brands that want to stand out. For those willing to pay for endcap display installation, most have to ensure it is worth it.
Who will manage the display?
When brands opt for endcap display installation, they should ensure it is always stocked, and well arranged. Some brands have a dedicated representative on the spot to monitor the sales, display, and restocking. Retail stores sometimes provide staff for endcap displays.
What products will you display?
Will you display essentials, multiple items from the same brand, one brand item, or luxury products at discounted rates? Some brands also choose to have an endcap display installation for their little-known products or recently introduced products for greater visibility.
When should you have an endcap display installation?
It is rare to find the same products on endcap displays all year round. Brands take up this spot for a limited period. Brands should ensure the timing is right for endcap display installation, otherwise they may not get value for money.
Which isle?
Almost all isles in stores and supermarkets have endcap displays. Some locations are more visible than others, and brands should choose a spot likely to have the greatest impact.
Why endcap display?
Although the purpose of the endcap display is obvious, brands have to answer why they’re doing it before installation. If you’re displaying a new product, you should find the isle that attracts the most attention, even if it is away from the isle that typically displays similar products.
There are several complexities surrounding endcap display installation. Many brands compete for the same spot so brands have to be proactive and quick at making decisions because delays may be costly, especially when you want to merge brand awareness with other digital marketing strategies.