Are You Using End Caps Effectively?

By Steve Di Orio
Posted in Store Fixtures
On November 23, 2011

Gondola Fixtures – End Cap UnitEnd cap displays are shelves placed at the end of gondola shelving fixtures. These displays are used to promote new products, sell impulse items, and attract the customer to view the aisle. This blog provides some Do's and Don'ts for using end cap displays:


  • DO keep your end caps fully stocked and neat with labels facing front. You know your end cap display is doing its job when you have to refill products.
  • DO change the products on your end cap displays frequently. Even hot sellers get cold eventually.
  • DO ensure that your end caps are safe to use. Make certain that customers can get at the products easily without hurting themselves or knocking over products.
  • DO put price signage at eye level to make them easily visible. If the customer can’t find the price they might walk away.

  • DO move your end cap displays.* Moving an end cap display across the store can give the appearance of a new end cap and products.

  • DO place end cap displays of specialty items next to complementary items. This will help to make that add-on sales.


  • DON’T display an entire end cap of bulky merchandise. If one item is taken, the shelf will immediately look empty. Instead, put an out-of-the-box sample on one shelf of the end cap display, and direct customers to the boxed products down the aisle.

  • DON’T use your end cap displays as an extension of your aisle, or fill it with too many labels and products. Note: If you have a private label but also sell other national brands, the end cap display is a great place to promote your product first!

  • DON’T use your end cap displays as product storage. Putting boxes of a product on either side of your end cap does make for easy refill, but you block the view of the shelves from the side. It’s best to keep the excess in the stock room.


Use these tips to help maximize the effectiveness of your end cap displays so you can increase your profits.

Just starting a store or need additional expert assistance? Call Handy Store Fixtures at 1-800-631-4280 we offer store planning services.


*All Handy-brand end cap displays are designed to move easily and fit onto any Handy-brand gondola retail shelving fixtures.

Steve Di Orio

Steve Di Orio


Steve has been with Handy Store Fixtures for over 15 years. After becoming the Marketing Manager in 2006, he was named Director of Marketing. Steven earned his MBA from Montclair State University with a specialization in Digital Marketing in 2019. When not at work, he loves to travel, play golf, exercise, and talk all things search engine marketing and retail display tips.