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What are the best practices for creating effective endcap displays?

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Retail store layout and design principles are crucial for attracting customers, increasing sales, and creating a positive shopping experience. One of the most effective ways to showcase your products and promotions is by using endcap displays, which are the displays at the end of each aisle or section. Endcap displays can draw attention, generate impulse purchases, and reinforce your brand identity. But how can you create endcap displays that stand out and appeal to your target audience? Here are some best practices to follow.

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1 Choose a theme

The first step to creating an effective endcap display is to choose a theme that matches your products, your store, and your customers. A theme can be based on a season, a holiday, a trend, a color, a benefit, or a problem. For example, you can create a winter-themed endcap display with cozy products, a Valentine's Day-themed endcap display with romantic gifts, or a fitness-themed endcap display with health and wellness products. A theme can help you tell a story, create a mood, and connect with your customers.

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Sebastian Czuszel, MBA

Area Manager at Edrington | Metro NY + CT | Partnership Brands
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Choosing a theme for an endcap display is crucial in driving sales, as indicated by Nielsen's study showing that seasonal and holiday-themed displays increase sales by 2.6 times compared to non-themed displays. Research by Retail Customer Experience found that 85% of shoppers are influenced by the visual appearance of a store's displays. Additionally, a study by Popai revealed that displays that tell a story using a theme can increase sales by up to 600%. It's important to choose a theme that is relevant to your products and audience and execute it effectively using bold colors, a focal point, and clear labeling.

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2 Select the right products

The next step is to select the right products for your endcap display. You want to choose products that are relevant, popular, profitable, and complementary. You also want to avoid products that are too large, too small, too expensive, or too similar. For example, you can choose products that are new arrivals, best sellers, on sale, or exclusive. You can also choose products that complement each other, such as accessories, add-ons, or bundles. The goal is to create a display that showcases your products in an attractive and enticing way.

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Sebastian Czuszel, MBA

Area Manager at Edrington | Metro NY + CT | Partnership Brands
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In my opinion, when selecting products for an endcap display, it is crucial to focus on the target audience. Data from Nielsen shows that understanding the target audience and selecting products that resonate with them can increase sales by up to 10%. Additionally, research from POPAI indicates that showcasing products that align with customers' values and interests can increase purchase likelihood by up to 80%. By prioritizing the target audience and selecting products accordingly, retailers can create an endcap display that drives sales and ultimately increases profitability

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3 Arrange the products strategically

The third step in creating an endcap display is to arrange the products strategically. To make the display visually appealing, easy to browse, and easy to shop, you can use the rule of three, the pyramid principle, the contrast principle, and the focal point principle. The rule of three involves grouping products in threes to create balance and harmony, while the pyramid principle involves placing the largest or most important product at the top and the smaller or less important products at the bottom. The contrast principle suggests using different colors, shapes, sizes, or textures to create contrast and interest, and the focal point principle suggests using a sign, a prop, or a product to create a focal point that draws attention and guides the eye.

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4 Add signage and props

The final step in creating an endcap display is to add signage and props that will help communicate your message, highlight your benefits, and create a personality. You can use a variety of signage and props, such as banners, posters, or labels that display your logo, slogan, price, or offer; lights, sounds, or motions that create excitement, curiosity, or urgency; mannequins, models, or samples that demonstrate how your products look, feel, or work; and plants, flowers, or decorations that add color, freshness, or warmth. However, it is important to keep your signage and props simple, clear, and consistent with your theme and brand.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Matt Martin

Vice President - Product Management | Trailblazer | Innovator | Creator | Ex Walmart, Nielsen Exec | Startup Founder | Product Leader | Retail Executive | Aviator
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Having a great looking, engaging, and appealing end-cap plan is great, but if you can't execute it consistently, it's all for nothing. Having a merchandising execution software like Movista.com, is a great way to both arm employees with the right information, share examples of best practice, and have proof that your end-caps were set correctly to plan. That last piece where execution comes in is often overlooked, but can be the difference between consistent beautiful execution and inaccurate / inconsistent execution at stores.

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Sebastian Czuszel, MBA

Area Manager at Edrington | Metro NY + CT | Partnership Brands
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In my opinion, endcap displays are not always a practical option for small-footprint retailers in metro New York City. IRI research shows that endcaps account for only 10% of store sales, whereas in-store signage accounts for nearly 30%. To engage customers, retailers can explore personalized promotions, interactive product demos, and creative displays. By using innovative merchandising tactics and focusing on the customer experience, retailers can differentiate themselves and build brand loyalty.

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What are the best practices for creating effective endcap displays?

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3

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5

1 Choose a theme

2 Select the right products

3 Arrange the products strategically

4 Add signage and props

5 Here’s what else to consider

Merchandising

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What are the best practices for creating effective endcap displays?

1

2

3

4

5

1 Choose a theme

2 Select the right products

3 Arrange the products strategically

4 Add signage and props

5 Here’s what else to consider

Merchandising

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