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.