In retail marketing, anendcap,end cap,Free Standing Display Unit (FSDU), orgen-end (general end shelving) is a display for a product placed at the end of anaisle. It is perceived to give a brand acompetitive advantage.[1] It is often available forlease to a manufacturer in aretail 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 afeature.
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 printedcorrugated fiberboard; corrugated FSDU's are readily recyclable.Corrugated plastic is also used. Many endcaps andpoint of purchase displays are assembled bycontract packagers.[citation needed]
Media related toEndcap at Wikimedia Commons
