Endcap Display: The Complete Guide

We see this a lot at retail and club stores: a simple, non-custom Endcap Display that get the job done. How can you expect to hit your sales target if you don't invest in your presentation at the store?

You have a great product and a beautiful package, but you left out one thing—your display! An endcap Display is a great way to grab your customer's attention on the store floor. It's easy for most brands to overlook, but this is exactly the issue we aim to solve.

Though customers are taking fewer trips to retail every year, each trip has tripled in value, meaning you have to catch their attention.

Endcap Displays vary in size and shape depending on retailer requirements, but they are great for keeping products organized and presentable and for driving brand awareness.

We help upgrade brands from plain to premium with our custom digitally printed Endcap Displays. An endcap Display is a point-of-sale retail display (POS Display) used to promote and sell products.

Talk with our team today about your next Endcap Display

• Can vary in size or shape depending on retailers' requirements
• Great for keeping products organized, presenting well, and driving brand awareness at retail
• Very economical compared to Power Wings, Floorstands or other large displays
• Found in most retail locations worldwide
• Can be shipped Fully Kitted or KDF
• We are pre-approved with most retailer and club store requirements

• What type of product do you have?
• Are there new innovations you can implement?
• How many units do I need?
• How can this be an extension of my brand?
• Which retailers/club stores are you selling at?

Designing can be a fun process. Whether you’re tackling it yourself or working with our Creative Services team, you need to consider key things about your retail display and your customers.

• Who is your target demographic?
• How tall are they?
• Are you selling multiple items?
• Is this a promotional item?
• Can you create alternate designs for seasonal/regional messaging?

Related: How To Use Color Theory With Displays

Choosing a printing option is more than simply evaluating cost factors. Technology has changed over the years, and while some older methods are still proven and effective, newer methods have introduced completely new ways to attack the marketplace.

Here are three printing options to consider:

Lithography Printing

When it comes to commercial printing needs, lithographic printing is the most used solution. And it’s great if you are creating a single design to print over and over without much customization.

One of the main issues is the upfront costs for the printing plate and the project lead time. If you choose Litho, you’re committing to waiting and spending a portion of your budget before you even get your first box.

This is the way to go if you want a high-volume production run of a single design.

High-Speed Digital Printing

Bennett's digital presses are game-changing for the custom retail display industry. While other companies might tell you that Digital isn’t competitive when running large orders, what they aren’t telling you is that with Digital, you can run a variety of designs and be highly cost-effective.

There is no need to pay for or wait for new printing plates to be made!

Digital has been growing, but only a few brands have taken advantage of this enormous opportunity.

Imagine creating regional messaging, designs for different stores, and seasonal or product variation sizes—all without additional costs.

We were the first to invest in a high-speed, single-pass, direct-to-corrugate, 6-color digital press in North America. If you'd like to learn more, check out our page on Digital.

Flexography Printing

Flexographic printing will lower your printing costs, and tooling costs are typically lower. It has a fast turnaround time and can use water- and oil-based inks. However, Flexography has a noticeably lower printing quality than Lithography and Digital printing.

It cannot create photo-quality images, and smooth colors or gradients will have visible banding. 

The colors aren’t as vibrant or crisp as the other two options, but this printing format is inexpensive. It also doesn’t require much attention to detail and can be produced at very high speed.

Digital Printing has opened up completely new avenues for brands to create Endcap Displays. The biggest advantage of a digitally printed Endcap Display is the ability to use alternate print designs.

With digital printing, you have the creative freedom to create seasonal messaging, regionally targeted messaging, or simply a new look when replacing the display. This flexibility empowers you to adapt your messaging to your customers' needs and preferences. 

Thanks to digital, each new print won’t incur additional costs because you don’t need printing plates. There’s no slowdown to get you to market.

There are no minimum quantity orders, which is great for the initial proofs and even better if you run four versions of a display rather than a one-size-fits-all approach.

By investing in digital printing, we've opened up a whole new world of possibilities. We were one of the first to embrace this game-changing technology, which has put us ahead of the learning curve in the industry. Join us in staying ahead of the competition.

Related: Digital Printing Can Help Make Your POP Display More Sustainable

Designing With Digital

Here are some design tips to create an effective Endcap Display from the ground up:

Strategic Location

Determining the right aisle is paramount, but once that’s done, you need to consider the customer’s flow when looking at all of your products. They’re walking by - how can you ensure they see each item exactly when you want them to?

Information Architecture

Messaging needs to be clear and motivated. What should your customers know as they pass by the display? What can they see from across the store? Keep it concise and focused! Only the essential benefits should be included here.

Product Showcase With An Endcap Display

You want a clean and organized presentation of your products to catch the customer’s attention. They are ideal for showcasing a new product or even a promotional offer to drive purchases.

Restocking

So many businesses simply fill a quota of products in their displays. They forget that customers have to interact with the display and take the product out. That said, you want the display to be easy to restock so retailers can keep selling your items.

Color Science

All designers know that each color speaks to the customer on a different emotional level. Why not use that knowledge on the store floor? Here's an actual opportunity to put that knowledge into practice and create something that powerfully matches your brand. 

Match Your Brand Colors

Most manufacturers claim they will accurately match your brand colors, but they're not equipped to do that. We have some of the best printing capabilities in North America, and we promise we can actually match with 100% accuracy. 

Refreshing Your Look

Consider how often you will need to replace your display over the year. Each time you do, you have a chance to attract more customers, so why not harness the power of digital printing and create a fresh look for your display at a fraction of the cost without slowing your speed to market.

Turnkey Solutions

A great display is key, but don’t forget about warehousing and fulfillment. You need a plan to get your display made, packed, and sent out to retailers. That’s why we offer turnkey solutions, including Contract Packaging, Shipping Boxes, and Packaging Supplies. The more downtime you have with a display, the less money you make. More on that later.

Retailer Compliance

When creating a new display or updating an existing design, it’s important to be confident that your new partner understands all the current retailer and club store compliance guidelines.

If you design an Endcap Display for retailers that isn’t approved, you’ll have to start over. 

You need a partner who not only designs and manufactures Endcap Displays but also understands the entire production process to get you to the storefront as quickly as possible.

A successful Endcap Display program depends on your understanding of the entire budget and the economics of the whole process.

Setting a budget for your display is an essential step before beginning the design process.

Without a budget or range, the process will become inefficient and aimless. When creating your budget, consider your product's price, profit margin, anticipated sales, and the length of time you expect your display to be in place.

The higher the sales price of your product, the more you should consider investing in your display.

Related: Increase Sales With Endcap Displays

How Quantity Affects Cost

After material costs, the best way to manage per-unit display costs is volume. Each display design will require tooling, set-up time, and upfront costs.

The longer the manufacturer can run, the more units you can use to spread those costs out.

Thanks to Digital Printing, we can create multiple graphic designs for your display without increasing costs for those changes. Using a single design shape but unique seasonal designs, you can look brand new at retail and keep your costs relatively the same.

Example:

If you order 2000 Units at once, You would need to pay all upfront tooling costs, wait for the project to be prepped, and purchase all the materials upfront. Then consider the entire supply chain, including storage, of your 2000 Displays.

If you order 5 runs of 400 Units over 3 Months, you would need to pay all upfront tooling costs, wait for the project to be prepped, and purchase only the initial materials upfront. Then, you can actually redesign the graphics of the following 4 orders of 400 Displays.

Although both orders purchase 2000 units, the second order has more design flexibility and lower upfront costs to get started in the market. Because of Digital Printing, the difference between short runs and long runs is no longer much of a factor in cost.

Now that you have your design, it’s time to transfer it to the structure template, a.k.a, the dieline.

There are a few dieline and artwork preparation and requirements that need to be noted by your designated designer, even if your artwork is done and ready to go. If you do not have a designer, your packaging company will take care of this.

Dielines

A dieline is typically created on a computer using a design tool such as Adobe Illustrator, Artioscad, or InDesign. Measurements need to be precise to save time and money.

Working with your packaging partner, you will deliver high-resolution artwork for printing. It’s best to speak directly to the company you are working with to determine the exact specifications for their CMYK printing.

At Bennett, we offer access to our award-winning Creative Services to help you design, prep, and deliver all your artwork to our manufacturing teams and ensure your project details are correct every step of the way.

Related: 5 Design Tips For Digitally Printed Endcap Displays

You should always request a prototype display to confirm the structure and printing for final production, especially if you have a very large order.

Once the prototype is created, it can be delivered in person or via mail.

In our Creative Services Department, we have an array of equipment that matches the exact quality of our High-Speed Digital Printers, allowing you to quickly obtain prototypes and move your project along to production.

Once you finalize everything, your retail display is ready for production. You can sit back, relax, and wait for the arrival of your display!

Receiving your shipment all depends on your requested timeline, the size of the display, the method of delivery, etc.

It is different depending on your situation, but your account manager will keep you up-to-date with the production and shipping process, ensuring you are always on track.

Learn more about our Contract Packaging

Key Questions:

• Will your Display be shipped fully assembled or KDF?
• What is the weight of your Display with your Shipping Box and Supplies?
• Where will you store your Display?
• What is the cost for Packaging Supplies?
• Fulfillment costs, if any?
• How will you account for returns?

Pro Tip: If you need to order on a consistent basis, speak to a packaging expert to map out your inventory expectations and schedule. This will make maintaining a healthy inventory flow easier and allow the manufacturer to know exactly when you need it.

Shipping An Endcap Display Fully Kitted

Over the years, we have delivered fully kitted displays for customers across the United States without issue. You would want to choose this option to cut down on costs.

The less hands your Displays and products have to touch, the lower your costs.

Shipping An Endcap Display Knocked Down Flat

Shipping KDF is an excellent option if you want to assemble in your own facility and prefer the safer and cheaper shipping method. Thanks to the stacking efficiency, it’s easy to see why this is a great way for some companies to cut down on cost.

However, you will need to create and include clear assembly instructions, a parts list, and any required tools. 

Selecting The Right Box And Shipping Supplies

To ensure your Display arrives safely, it's important to pick the right type of corrugated material and packaging supplies for the job. You’ll want to talk to your manufacturer or 3PL provider to consider the best shipping box and packaging material.

Learn more about our Packaging Supplies

ISTA Testing For An Endcap Display

International Safe Transit Association (ISTA) testing helps brands create packaging that protects against shock, vibration, compression, and other atmospheric hazards in the distribution environment.

This allows you to eliminate the need for multiple trial shipments, get your products to market faster, and ensure their survival.

It can also help you negotiate lower freight and cargo insurance rates - due to the confirmed lower risk of shipment damage.

We conduct a range of shipping tests (vibration, drop test, etc.) so that you are certified and ready to go. We partner with you through the entire process and make sure there aren’t any surprises - and if there are, we are prepared to solve them.

One of the most important things you need to do is stay on top of maintenance.

Don’t neglect your display upkeep. Even the best displays will lose their appeal if they look dusty or worn down. Remember, your display represents your brand and your product - if you invest in a great display, you should make sure it stays presentable.

Displays should be checked regularly, even throughout the day. That way, you can be confident they never appear “shopworn”.

Retail Store Audits

Brands and product companies should regularly perform retail audits to ensure stores’ merchandising is compliant with agreed-upon standards.

The retail store audit process checks merchandising execution, including:

• Correct product placement, including location in the store.
• Product expiration dates.
• Item counts on shelves and in back-room inventory.
• Count of facing items per SKU.
• Sufficient and accurate signage.
• Usage of floor and shelving space.

Several people can perform audits for you. Retail staff, brands, or even third parties can complete the task, but be sure to give them a checklist and get photos.

Audits help retailers and brands hold each other accountable. After the agreements for floor space allotment, signage, and other elements are in place, retail store audits verify the deal, and everyone is happy.

Thanks to the latest innovations, you can use software that includes inventory management and automated audit-based reordering - all great tools that can further the benefits of audits and help keep your supply chain moving.

Bennett is a premier packaging and retail displays manufacturing company striving to protect and promote our clients' products with customized corrugated solutions. When you work with us, you’re part of the family. We will partner with you every step of the way.

With our fully integrated design-to-delivery process, we can be the single supplier source. We are an award-winning manufacturer of virtually anything corrugate. We offer everything from plain brown shipping boxes to sophisticated, high-graphic printed point-of-purchase displays and everything in between.

Talk with our team today about your next Endcap Display