Month: October 2024

Although more people are shopping online, many still go to stores. Retail therapy is not limited to online shopping. Some people prefer walking from store to store and seeing products on display. Many people enter stores they’ve never been to because the endcap display installation drew their attention. 

Brands and retail stores understand that endcap displays play a crucial role in marketing and sales, so they ensure they serve their purpose. Here are some qualities of a good endcap display.

It Should Be Eye Catching

Put yourself in the customer’s shoes. When walking past a store, do you notice the endcap display installation? If you simply walk by it without giving it a second look, customers are likely to feel the same way about the display. 

When preparing endcap displays, use the following elements optimally.

• The vertical structure.
• Colour.
• Messaging.
• Lighting.
• Brand customisation. 

Products Are Within Easy Reach

Easy access easily translates to swift purchase. People of different heights walk into stores daily, and most don’t want to struggle to reach a product or ask for assistance because they can’t get the product. Most customers will only go out of their way because they badly want the product, others will walk away if they feel inconvenienced. 

Educational

A good endcap display installation is not all about enticing customers. You can also take advantage of this rare opportunity to educate potential customers about the product’s benefits, especially if it is new. 

You don’t need to use too much text. Always assume your potential customers have very little time to spend on the endcap display installation. Informative graphics with key information is enough to get customers to buy the products. 

When coming up with an infographic or illustration, the question you seek to answer is, “What is the bottom line?” You want an informative, attractive endcap display installation without being too distractive.

Stocked Without Clutter

Customers are usually attracted to a well-stocked isle, the endcap displays inclusive. So, the rule is to keep the display stocked at all times. This is why brands have a dedicated staff to ensure customers always find the display stocked. However, brands should not display too many products in a small space.  

Organised for Easy Shopping

If your endcap display installation has a range of products, the endcap displays should make shopping easy and enjoyable. For example, if you’re displaying a range of skin care products, which customers are you targeting?

Some customers love the allure of colour, while others prefer categories according to usage.  Finding a balance between the different types of customers is critical in endcap display.

Customers only have a few minutes to spare on an endcap installation. What can you do to make these few minutes worthwhile? 

This is an important question that brands must ask themselves when preparing an endcap display installation. Sometimes a customer walking to the display and reading the products is a sign that you have done it right. However, if the display translates to sales, it is a win for the retail store and brand. 

Endcap displays are the secret weapon that many brands use to create awareness and make sales in retail stores. Getting this enviable spot is hard. Often, it is booked back-to-back, and many brands have to wait a long time to get this coveted space. Once you get it, you have to ensure you get your money’s worth. 

Here are some tips on how brands can have a successful endcap display installation.

Design the Endcap Display for Your Target Customers

Depending on your store’s location, what are the target demographic’s features? For example, the average height of Singaporeans is 1.73 metres (5.6ft). When preparing an endcap display installation design, the products should be within reach of the average Singaporean. The endcap display should be the right height and products on shelves for people in this height range. 

Strategic Location

The location of your endcap display installation matters. Consider the flow of people into the store and how quickly their eyes will be drawn to the endcap display. Some spots, especially those close to the store’s entrance, cost more for an endcap display installation because those walking in notice the products quickly and spend longer observing them. 

What’s Your Priority?

Brands primarily opt for endcap display installation to have an edge over their competition. They want greater visibility, but they also want to increase sales. However, brands also need to determine their priority. 

For example, for a company with a promotional price running, the priority is to inform customers of the price cut. In this case, a large sign showing the price reduction should be the first thing customers see when their eyes fall on the endcap display. Product arrangement is nice, but in this case, price is a priority. 

Use Branding for Maximum Benefits

Most brands play it safe by going with a plain white or an acrylic endcap display installation. The assumption is their products already speak of the brand, so why spend more money on brand colours for the display installation? 

While this reflects the marketing budget, you should find out how much you’d pay to make your endcap display different from the rest. It may be costly, but you may end up making more sales because you designed the endcap display installation around your brand. 

The Rule of Threes – Appealing, Easy to Shop, Easy to Browse

An endcap display should cater to different kinds of shoppers. Curious shoppers are drawn by colours, enough to ask, “What’s that?” as they walk towards the display.  Those who know the brand may be curious to know if you’re having a sale or introducing a new product. 

Window shoppers should also browse easily when they get to your display. They may not intend to buy anything now, but if they can browse through your products with ease, you may convert them into paying customers.

Shoppers who don’t want to spend much time in the store should be able to find a product quickly on your end display installation. When they walk up to it, the price should be visible, but so should the products. 

You can use colours and usage to separate the products, especially if you’re displaying different products. For example, if you have skincare products for different skin types, group them according to usage, so that those with dry or oily skin easily see what you have available at a glance. 

When using the rule of threes, you should ensure balance and harmony, so that all shoppers are catered for equally. 

While there are different tried and tested rules for endcap display installation, there is no limit to what you can do to make yours unique. Put yourself in the shoes of the customers as you prepare the display. What you envision should be what you see, what you spot the display from the customer’s point of view.