End Caps are those short sections of gondola shelving, bulk racking, or even a bulk flat that finish off the end of the aisles of merchandise. Often time they are filled with seasonal merchandise or merchandise that is hard to fit on the shelves in other parts of the store. The back end caps are the most neglected shelves in the store half empty with odds and ends and often bare of goods to sell. If this describes the condition of your store, valuable profit dollars are evaporating in thin air and not going through your register. Endcaps are prime real-estate and are the 1st items your customer see's as he or she is going down the aisle or entering a department. In many stores endcaps are often used for the weekly promotional items on sale. However for the savy merchant the endcap should be used to promote and feature items or categories of merchandise that are at a higher margin. Seasonal or holiday merchandise make great endcaps as well as items that tie in or cross sell with merchandise categories in that department. And tie -in or cross sale merchandise are perfect items to stimulate impluse sales.
The savy merchant puts high demand categories of goods in the rear and corners of the store and creatively merchandise each end cap so the customers will be enticed to buy as they walk through the store.
Visual Merchandising is Key
Boxes on a shelf, or bulk stack and cards on peghooks does not instantly make a creative endcap. To create interest, each endcap should be decorated with sharp P-O-P artwork , shelf talkers, and signage that catches your eye and imagination. This is especially true for holiday or seasonal merchandise with a short shelf life.
Rotation, Rotation, Rotation
If your customers visit your store at least once a week that is at minimum 52 trips to your store a year. That is 52 opportunites to introduce your customer to more of the goods you have to sell and they need! Byy changing and rotating your endcaps your store will look fresh and up -to- day each and every time your customers enter the store. One of the fundaments of store planning is that customer spend more in stores that are an comfortable and attractive environment to shop in. Rotating your endcap will help keep your store fresh and interesting.
Planning a new store or remodel - or just looking for fresh merchandising ideas? Contact Joseph Solinsky at 410.494.4598 or at joseph.solinsky@ indoff.com. I will be delighted to assist you.