Endcap Knowpia

In retail marketing, an endcap or end cap is a display for a product placed at the end of an aisle. It is perceived to give a brand a competitive advantage.^[1] It is often available for lease to a manufacturer in a retail environment. Products placed on an endcap for sale will sell at a much faster pace than products not on the endcap.^[2] The display of products on the endcap is sometimes also called a feature.

Promotional shelves and retail fixtures edit

Bags of flour on end cap

In addition to products displayed on the end of an aisle, promoted space on a retail shelf can be referred to as a fixture. Companies will oftentimes purchase a smaller amount of shelf space before making the move to an endcap at the end of an aisle.^{[citation needed]}

Construction edit

End caps are often built into the shelving or racks of the retail aisle system. Other retailers have an open space at the end of the aisle; an end cap is placed in that space, often on a pallet. Several design options are available.^[3]

Some endcaps are refrigerated.^[4] Most endcaps are made of printed corrugated fiberboard which is readily recyclable. Corrugated plastic is also used. Many endcaps and point of purchase displays are assembled by contract packagers.^{[citation needed]}

References edit

^ Morehead (2015). "How the Endcap Dictates What You Buy at the Grocery Store". The Kitchen. Retrieved January 4, 2018.
^ Pak, O (2020). "Optimizing stock-keeping unit selection for promotional display space at grocery retailers". Journal of Operations Management. 66 (5): 501–533. doi:10.1002/joom.1075. Retrieved 30 July 2020.
^ US 7513074, Glenn, Iris & Cohen, Susan, "Universal end cap for retail fixtures", published 2009-04-07
^ "Refrigerated Self-Service End Cap". Structural Concepts. Retrieved 2021-02-15.