The Endcap or Shelf End Display:
The Headliner in Every Point of Sale
Use, advantages and cases.

700 words
#endcap #retaildesign #storefurniture
Oct 2025 — bh

In retail and store design, one element is often overlooked — yet it can have a huge impact on both brand perception and sales: the endcap display.

Strategically positioned at the end of store aisles, an endcap is far more than just extra shelf space. It offers greater visibility than regular shelving because it stands at the head of the aisle — a visual anchor point that increasingly evolves into a miniature store within the store, and often serves as the first point of contact between shoppers and a brand’s offering.

This article explains what an endcap display is, the benefits it brings to both brands and retailers, and the key factors that make it successful.

What Is an Endcap Display Unit?

An endcap display, sometimes called a gondola head, EDG or shelf end, is the fixture located at the end of an aisle, positioned perpendicular to the shelving. It faces the main circulation paths of the store, the racetracks, serving as a transition zone. Because of their strategic placement in high-traffic areas, these locations are among the most visible spots in the store and can generate up to 15–20% of total store sales.

“Shoppers prefer the wide pathway that allows them to see into the distance and avoid getting too close to other shoppers. Thus, the most common route around a store is the perimeter of the store, known as the racetrack." — Dr. Bill Page, Senior Marketing Scientist Ehrenberg-Bass Institute (source).

Unlike regular aisles, which are primarily designed for product organization and storage, the endcap display is intended to showcase and promote products — such as special offers, unique items, or new releases.

Retailers use these locations to catch shoppers’ attention even before they enter an aisle. More than just a shelf, the endcap is a communication tool that blends retail performance, brand identity, and shopper navigation.

Thanks to their prime location and strong visual impact, endcaps are often seen as premium retail real estate — powerful spaces that can significantly drive purchasing behavior. It is generally estimated that a product placed on an endcap display can achieve three to five times more sales than when positioned on a regular shelf.

1. The Power of Location

Positioned at the crossroads of store traffic, an endcap naturally draws the eye as shoppers move between aisles. This visibility makes it one of the most valuable in-store positions — research shows that products placed on endcaps can receive up to three to five times more attention than those on standard shelves.

This visibility makes it one of the most valuable in-store positions — some studies show that products placed on endcap displays receive three to five times more attention than items on regular shelves.

A well-designed endcap can influence traffic, encourage shoppers to linger, and make a product category stand out. That’s why retailers and brands use these spaces to launch products, boost promotions, or strengthen their brand story.

2. From Standard to Custom-Made

Once seen merely as an extension of standard shelving, endcaps have evolved into full-fledged brand ambassadors. They offer creative freedom in product organization, shape, color, material, and lighting.

Graphic panels, striking product layouts, and carefully selected materials help break the monotony of traditional aisles. A custom-designed endcap makes the brand’s identity tangible.

Its design can reflect trends, visual language, or specific campaigns, enriching and energizing the in-store experience.

3. Smart integration and functionality

Beyond aesthetics, functionality is increasingly important. Modern endcaps are often modular, allowing easy adaptation to changing product assortments.

4. Storytelling through design

In a retail landscape where physical stores compete on experience rather than just assortment, the endcap has become a powerful storytelling tool.

It’s the space where brand, message, and shopper come together — literally.

5. More than the end of an aisle

The endcap display is not merely the end of a shelf — it’s the beginning of a story. A chance to surprise, inspire, and engage.

The performance of an endcap display depends not only on its location or the product it showcases, but also on its design and visual appeal — which make all the difference. Entrust its design to a POS specialist to maximize its effectiveness.