One of the most effective and engaging marketing strategies is the endcaps displayed at a brick-and-mortar store. Endcaps help the brand to stand out and be seen amidst the chaos of in-store shopping. It has been observed that having retail endcaps in the store allows the customers to understand the brand and its product in more detail. These are the most effective and straightforward methods of selling. Studies show that products displayed on the retail endcaps sell better and faster than those on the store marketing shelf. If done the right way, retail endcaps increase the brand’s visibility and reach.
What is an Endcap in retail?
Brands use endcap display sets to promote products to increase brand recognition. The retail endcaps are often placed at the end of the store aisle or the end of the shelf fixtures. Merchandizing end caps are beneficial to the brand and are primarily based on seasonal products, promotions, and building customer rapport. These endcaps or retail displays comprise a top, middle, and bottom section promoting the brand products. Store endcaps are very eye-catching and attract the customers in the store. Endcap space proved to be very beneficial over time to the brand’s marketing team, creating effortless sales and brand recognition
5 Benefits of Using Endcap:
1. Increase Brand Recognition
End caps are a powerful tool that boosts sales by simply displaying the products on a stand. These attractive, eye-catching display stands generate customer curiosity about the products displayed. One of the significant advantages is that these retail endcaps allow the promotion of a single brand at a time. It is an opportunity for the brand to showcase its products without any distractions from other competing brands.
When similar products are displayed on the shelves, shoppers find it difficult to choose the right one and spend time comparing products, prices, and contents. Merchandising end caps are convenient, helping the customer to make quick decisions and understand the product better. Endcaps in most retail stores are displayed to target customers and boost sales of a particular brand. The display’s theme is placed on the upper part of the endcap, followed by the product interaction in the middle space, and the bottom is used for the inventory.
2. Increased Impulse Buys
Studies prove retail endcaps enforce impulse buying among the customers visiting the store. When the end caps are strategically displayed with the products, customers are drawn towards the brand. They can focus on a particular brand product, which otherwise would miss their attention. Most shoppers find it hard to choose between two brands. When a store has endcaps displayed at the end of the store aisle, shoppers are sure to see the display and walk towards them to know more about brand and product information.
Endcaps are effective sales tactics that are mostly clubbed with colorful and attractive signs that increase the visibility of the products, thereby increasing impulse purchases. Another tactic used by the store owners is displaying the retail endcaps at the cash desk, making them more visible. It gives the shoppers enough time to go through the products and decide if they want to purchase the product while standing in the queue at the counter.
3. Encourage Shoppers to Browse The Adjacent Aisle
Store owners have observed that most shoppers have a particular pattern of shopping while visiting a store. Some mostly know what they want and see a specific storage area without even looking for more options. To avoid this kind of selective shopping, store owners have introduced store endcaps. With the help of these eye-catching end cap spaces, selective shoppers are targeted and enticed to explore what’s displayed on the endcap. Placing the endcaps adjacent to the aisle allows them to look at similar products compared to those displayed on the endcaps. These end caps are made of wood, metal, or cardboard, depending on the product shown. While the material used in making the end caps may not matter, the space where the end cap is strategically placed makes all the difference. The advantage is shoppers passing by notice these end caps and other similar products placed in the adjacent aisles.
4. Featured Special or Seasonal Products
One of the main reasons end caps are placed in the store is to display seasonal or featured products. Placing the seasonal products on a regular store shelf does not attract shoppers as it is out of their visibility. Store end caps with featured products make the shoppers aware of new product launches. Merchandising end caps allow a tremendous increase in sales and offer promotional discounts. Most customers wait for these seasonal promotional products and specifically visit the store searching for these retail end caps. The fact that seasonal products are available only during a particular time of the year makes them even more appealing.
Overall, retail endcaps are the perfect marketing strategy to increase profitability, sales, and brand recognition.