• Challenging the industry myth that endcaps at the front of the store are the best, the results show that endcaps at the back of the store have more foot traffic and eyeballs than those at the front.
  • Brands that use endcaps as an in-store promotion strategy should give preference to endcaps at the back of the store to maximize visual reach.
  • Endcaps have a different amount of foot traffic and visual reach depending on location; thus, placement should be changed to reflect these differences.


In-store media include any marketing effort or material, other than products, that communicates with shoppers in the supermarket (Sorensen, 2008). This category now accounts for a growing proportion of the marketing budget by brands and supermarkets in the United States, reaching 14 percent in 2015, up from 7 percent in 2012 (Angrisani, 2015). In Australia in 2014, in-store media represented a similar proportion of spending, at 16 percent, growing from just 6 percent in 2010 (Tonkin, 2014).