The real estate value of supermarket endcaps: Why location in-store matters

Manufacturers pay premiums for endcap real estate because shoppers navigate the perimeter of stores, avoiding the aisles.


  • 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...

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