According to a study from the Path to Purchase Institute, 37% consumers surveyed stated that they tend to notice end-of-aisle displays most when shopping. This is the most noticed vehicle in a physical store.
Shoppers often venture into certain sections when seeking a specific item, causing them to miss multiple shelf displays. However, products positioned at the outer ends are visible to everyone walking by. These displays, known as end caps, are the perfect opportunity to get more eyes on your brand in brick-and-mortar stores.
Learn how to maximize the effectiveness of your end caps.
Table of Contents:
What Is an End Cap Display?
An end cap display is a retail merchandising unit located at the end of an aisle. The end cap zone is prime real estate — these are often the first displays shoppers see upon entering a store. As they move around the main aisles, their eyes are naturally drawn to these displays.
End-of-aisle displays are typically striking and attention-grabbing, featuring bright colors, eye-level product placement and bold signage. Due to their eye-catching nature, end cap displays can boost brand visibility and awareness, resulting in a 27% rise in sales.
As these displays are often used to promote special pricing or limited-time deals, they can entice impulse shoppers who are motivated by a fear of future regret or the belief that the purchase will help them save money.
Key Design Principles for Effective End Caps
Here are the key principles for creating visually appealing end caps that achieve the desired results.
1. Attention-Grabbing Visuals
The colors you use in your end caps have the power to influence shoppers’ perceptions and behaviors. When designing successful displays, color is essential for:
- Brand recognition: Color can increase brand recognition by 80%. In busy stores, customers typically make quick decisions — a recognizable color is essential for breaking through the visual clutter and attracting customers to your end cap display.
- Product differentiation and discovery: Strategically using color is a great way to stand out and make your product more easily discoverable. For instance, if your competitors use mostly neutrals, an end cap featuring a bright color scheme can help create excitement and interest.
- Associations and influences: Clever color choices can tap in to customers’ existing associations to drive sales. For example, a black color scheme with silver or white accents can add a sense of sophistication to an end cap display. When used to promote a sale on a brand of high-end watches, such a display could encourage impulse purchases by offering the appeal of luxury at a lower price.
Beyond color, high-quality graphics and compelling images are crucial components. Such visuals are processed 60,000 times faster than text, so the right icons or imagery can quickly communicate product information and create an emotional connection with shoppers.
2. Clear and Concise Messaging
The messaging in your end cap display should be clear and intentional. When crafting your messaging, ask yourself the following questions:
- What is your product’s unique selling proposition?
- What do shoppers need to know when they walk past your display?
- Which text is visible from across the store?
Remember, customers will initially be drawn to the largest text. The content of this message often determines whether or not they explore further, so it should be focused and concise, highlighting essential product benefits or an enticing deal.
3. Product Accessibility and Placement
A common mistake brands make is only focusing on the visual elements of their end cap display, overlooking functionality. All items must be easily accessible and visible.
If your display has samples or demo models, ensure that shoppers can interact with them at a comfortable height. On the other hand, taller and deeper end caps work best for bigger, less hands-on items. Either way, customers should be able to grab products quickly. As a rule of thumb, heavier products are placed on the bottom shelves, with lighter products higher up.
Regarding product placement, there are two main strategies:
- Vertical: End caps with a vertical orientation offer more display space while keeping a small footprint. This approach works well in stores with floor space limitations or taller items, increasing product exposure by encouraging customers to view products by looking up and down.
- Horizontal: Emphasizing breadth instead of height, horizontally oriented end caps are perfect for showcasing wider products or a variety of complementary or similar items. All items are visible and offer easy access without requiring customers to strain.
Easy replenishment is also essential so retailers can maintain product availability. While a fully stocked end cap creates a feeling of abundance and enhances aesthetic appeal, overstocking can lead to a cluttered and disorganized appearance. Products should be arranged to maximize space while staying in tidy columns and rows.
4. Strategic Use of Lighting
A well-lit display is essential for visibility and readability, and lights can spotlight specific products or features. Incorporating lighting can also create visual interest and enhance the overall ambience of your end cap, which can influence shoppers’ decisions and emotions to encourage impulse buys.
Displays using lighting are gaining popularity thanks to light-emitting diode (LED) bulbs that last longer and are more energy-efficient than their incandescent counterparts. As not all end-of-aisle displays will have a readily available electrical outlet, battery-powered LEDs provide a versatile solution.
End Cap Display Ideas
In addition to applying the above principles, you have three options for effective end cap display designs:
- Retailer shelves: With this option, your products sit on standard store shelves, outfitted with your brand’s messaging to attract shoppers and guide selection.
- Pretty darn quick (PDQ) trays: PDQ trays are designed for fast and convenient placement. They are prepacked and branded, ready to be placed on end caps the moment they reach the store, with no extra assembly required.
- Drop-ins: A full drop-in end cap lets you swap out retailers’ shelves and install your branded unit. With complete design control, from structure and layout to graphics, you can create maximum impact.
Whichever design you choose, center your display around specific themes, holidays or events where possible. Themed end caps, such as those promoting back-to-school deals or Black Friday specials, can help capture shoppers’ attention and boost sales. Valentine’s Day or Halloween is also an excellent opportunity to incorporate fun colors.
Another tactic is to implement cross-merchandising. Display complementary items together to drive impulse sales. A strategic brand portfolio display gives shoppers more options and can encourage them to build a multi‑product regimen, increasing basket size.
Why Work With a Custom Display Provider?
Beyond making custom end cap displays that reflect your brand’s identity and product offerings, here are the benefits of working with a specialized provider like Great Northern Instore:
Retailer Compliance
When creating end caps, it is crucial to understand and adhere to your retail partners’ size and style guides. Any display or end cap that is not approved will require rework, wasting time and resources.
With over 60 years in the industry, we have the expertise to ensure compliance with the necessary requirements. This facilitates a smooth supply chain process, allowing you to get your products on the floor much faster.
Material Selection
Effective display design involves several critical decisions, one of which is choosing which materials complement your product. The right material can make or break the success of your end cap. We offer access to various high-quality materials, from plastic and cardboard to wood and metal, and can help guide your selection.
Durability is another key factor. The most suitable material also depends on whether your end cap is a long-term placement or a short-term promotion. Great Northern Instore can mix materials to suit your project’s unique needs.
Turnkey Solutions
While a well-designed end cap is paramount, warehousing and fulfillment are just as important. Brands need a plan to ensure their displays are seamlessly made, packed and sent to retailers.
We offer a turnkey solution for end cap displays, including everything from design to distribution, contributing to speed and quality. The less downtime you have with your display, the quicker you can start selling products.
Design Custom End Cap Displays With Great Northern Instore
As a leading retail display design company, Great Northern Instore is your partner in creating end cap display solutions that attract shoppers’ attention and stand out from competitors.
With our award-winning designs, which have boosted our clients’ product visibility, you can trust that we will help you drive results. We are committed to understanding your brand, its messaging and your target market to create a custom end cap that performs effectively in retail settings.
Contact us to learn more about our solutions.
