Every inch of retail space in your store is an opportunity to make a sale, but only if you use it correctly. Even how you lay out, aisles and carpeting could help to subconsciously steer buyers to certain areas of the store. Regarding these retail fixtures, you can’t afford to treat them like second-class citizens!
This often-underused space is more important than you think. Depending on the layout of your store, end caps could be a lot more visible than items on shelving in aisles, which means you not only have the opportunity to display items but also to engage in unique marketing, potentially increasing opportunities for sales. Thus, increasing your bottom line and moving more inventory.
This may not happen, though, if you use your fixtures near the end of the aisle as nothing more than a dumping ground for leftover sale items. How can you make the most of your store fixtures? Here are a few strategies to consider.
Segregate Shelving
Not all shelf space is created equal. The gondola end cap shelves at eye level and above are going to catch more attention than those below. This is something with which groceries and mega-marts are extremely familiar. You need to account for this by placing relevant signage on top, using upper shelves to display featured products with attractive layouts, and reserving lower shelving for additional stock that is neatly arranged for easy browsing. Breaking up endcaps into separate areas of signage, core products, and additional stock is the best way to use this sales space. They should be eye-catching and not force customers to “dig” to find the product they seek.
Use Proper Signage on Gondola End Caps
The signage on your endcap or gondola end cap should certainly be eye-catching. Still, it also needs to relay specific information, including what is on display, a theme (such as seasonal items) if applicable, and a value proposition, such as a sale or limited-edition stock. Sales signage needs to be clear; confused customers will often put an item down and walk away instead of putting it in their basket.
Direct Shoppers
Because these types of fixtures stand out, they provide unique opportunities to showcase new or featured products. These caps also lead into your aisles; however, so it behooves you to think carefully about how the items on your fixture at the end of each aisle relate to items down the aisles and how compelling customers to grab items off of them can help to encourage additional sales when the customer passes into the next aisle.
They could help to direct shoppers into aisles with signage and with product relevance. Your display should include signage, so shoppers know exactly what they’ll find on a gondola end cap and adjacent aisle shelves. From there, your strategy should include complementary merchandise.
For example, if an aisle houses core items like pants, you might want to hang belts on the end cap or add a display of your newest tees or sweaters to pair with pants. If an aisle features roasting pans, stock areas with essential utensils, gadgets like meat thermometers, or eye-catching oven mitts and aprons—things that coincide with roasting and appeal to culinary masterminds.
Seasonal Offerings
End caps can be a great place for seasonal offerings; however, it is important that they not become the place where sad, picked-over seasonal items go to die. Remember, end caps are often prime real estate; placing less than appealing displays and merchandise here can bring down the customer’s view of the rest of the store.
Good Looking End Caps
Every so often, check the state of your end cap displays. Are they dented or missing parts? If so, consider replacing your gondola end caps. This help with the products on the end cap and the overall look of the store.
If you want to get the most out of your store fixtures at the end of the aisles and realize the full potential of this unique retail space, you’ll have to be creative. This means properly using this highly-visible real estate but also considering how to segue into less-visible aisle spaces.
If you are a customer who would love to update your Gondolas, shop our website, Specialty Store Services, for all your retail store needs. If you have a question that you would like answered immediately, you can Live Chat or phone us at 800-999-0771.
Updated on September 9, 2022.