In retail marketing, an endcap or end cap is a display for a product placed at the end of an

aisle An aisle is, in general, a space for walking with rows of non-walking spaces on both sides. Aisles with seating on both sides can be seen in airplanes, certain types of buildings, such as churches, cathedrals, synagogues, meeting halls, pa ...

. It is perceived to give a brand a

competitive advantage In business, a competitive advantage is an attribute that allows an organization to outperform its competitors. A competitive advantage may include access to natural resources, such as high-grade ores or a low-cost power source, highly skilled ...

. It is often available for

lease A lease is a contractual arrangement calling for the user (referred to as the ''lessee'') to pay the owner (referred to as the ''lessor'') for the use of an asset. Property, buildings and vehicles are common assets that are leased. Industrial ...

to a manufacturer in a

retail Retail is the sale of goods and Service (economics), services to consumers, in contrast to wholesaling, which is sale to business or institutional customers. A retailer purchases goods in large quantities from manufacturing, manufacturers, dire ...

environment. Products placed on an endcap for sale will sell at a much faster pace than products not on the endcap. The display of products on the endcap is sometimes also called a ''feature''.

Promotional shelves and retail fixtures

In addition to products displayed on the end of an aisle, promoted space on a retail shelf can be referred to as a fixtures. Companies will oftentimes purchase a smaller amount of shelf space before making the move to an endcap at the end of an aisle.

Construction

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. Some endcaps are refrigerated. Most endcaps are made of printed

corrugated fiberboard Corrugated fiberboard or corrugated cardboard is a type of packaging material consisting of a fluted corrugated sheet and one or two flat linerboards. It is made on "flute lamination machines" or "corrugators" and is used for making corrugate ...

which is readily recyclable.

Corrugated plastic Corrugated plastic or corriboard – also known under the tradenames of Cartonplast, Polyflute, Coroplast, FlutePlast, IntePro, Proplex, Correx, Twinplast, Corriflute or Corflute – refers to a wide range of extruded twinwall plastic-sheet prod ...

is also used. Many endcaps and

point of purchase The point of sale (POS) or point of purchase (POP) is the time and place at which a retail transaction is completed. At the point of sale, the merchant calculates the amount owed by the customer, indicates that amount, may prepare an invoice f ...

displays are assembled by contract packagers.

References

* Yam, K.L., "Encyclopedia of Packaging Technology", John Wiley & Sons, 2009,

External links

The Price of a Retail Endcap
Retail store elements Packaging {{marketing-stub

Promotional shelves and retail fixtures

Construction

See also

References

External links