Endcap

In retail marketing, an endcap, end cap, Free Standing Display Unit (FSDU), or gen-end (general end shelving) is a display for a product placed at the end of an aisle. It is perceived to give a brand a competitive advantage.^[1] It is often available for lease to a manufacturer in a retail environment. Products placed on an endcap for sale will sell at a much faster pace than products not on the endcap.^[2] The display of products on the endcap is sometimes also called a feature.

In addition to products displayed on the end of an aisle, promoted space on a retail shelf can be referred to as a fixture. Companies will oftentimes purchase a smaller amount of shelf space before making the move to an endcap at the end of an aisle.^{[citation needed]}

End caps are often built into the shelving or racks of the retail aisle system. Other retailers have an open space at the end of the aisle; an end cap is placed in that space, often on a pallet. Several design options are available.^[3]

Some endcaps are refrigerated.^[4] Most endcaps are made of printed corrugated fiberboard; corrugated FSDU's are readily recyclable. Corrugated plastic is also used. Many endcaps and point of purchase displays are assembled by contract packagers.^{[citation needed]}

• Gondola (retail)
• Visual merchandising
• Display stand

• Media related to Endcap at Wikimedia Commons
• The Price of a Retail Endcap

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