In retail marketing, an endcap, end cap, Free Standing Display Unit (FSDU), or gen-end (general end shelving) 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
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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
editEnd 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; corrugated FSDU's are readily recyclable. Corrugated plastic is also used. Many endcaps and point of purchase displays are assembled by contract packagers.[citation needed]
See also
editReferences
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.
- Yam, K.L., "Encyclopedia of Packaging Technology", John Wiley & Sons, 2009, ISBN 978-0-470-08704-6
External links
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Media related to Endcap at Wikimedia Commons- The Price of a Retail Endcap
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