Chapter 4: Utilize End Cap and Power Wing Displays

In recent years, more consumers are choosing to shop in physical stores. E-commerce is still a popular option, but going to the store allows buyers to try products in person and purchase them immediately. While they’re in this mindset, retail stores and product manufacturers have an opportunity to highlight their products and encourage impulse purchases.

Two effective displays that will catch their eye are end cap and power wing displays. With the right design and placement, you can use these displays to attract customers to your products and drive sales. Learn what tips and strategies will help you get the most out of your end cap and power wing displays in this guide.

What Are End Cap Displays?

End cap displays — or end caps for short — are located at the ends of aisles in a retail store. They show examples of products down a specific aisle to help customers know what to expect or to encourage them to continue down those aisles. They may also hold temporary promotional, seasonal, clearance and featured products.

Retailers and businesses use end cap displays because the products on these displays often sell faster than those down the aisle. They usually provide large amounts of space for banding, messaging and graphics. This helps the displays stand out while also making items easy for shoppers to grab. Even if they don’t enter a specific aisle, they’ll still see your product while they navigate to other parts of the store.

What Are Power Wing Displays?

Power wing displays — also called sidekick displays — are a type of promotional display that hangs on store shelving and end caps. You often see them in high-traffic areas, such as the checkout lines or along popular aisles. They can have shelves, feed slides or baskets, depending on your product type. They can also stand on their own away from shelves.

They’re thinner and smaller than end caps, making them an excellent way to promote as many products as possible while using little space. You can also easily move them around to find the most advantageous placement. While power wing displays may be smaller than end caps, there’s still room to add bold graphics and imagery to promote your products and brand.

Power wing displays aim to increase impulse buys, test out the success of a specific product or clear out inventory within a particular amount of time. For this reason, small or inexpensive products that customers can quickly decide to buy on a whim are best.

The Benefits of End Cap and Power Wing Displays

End cap and power wing displays have multiple applications in retail stores along with numerous benefits. When you choose these display types, you can:

• Enhance product visibility: Customers can miss your products if they don’t walk through every aisle in the store. A well-placed power wing or end cap display will bring attention to your products and make them stand out from your competitors.
• Boost brand awareness: Power wing and end cap displays have ample room for visuals and messaging, helping you promote your brand and tell a story. The more you expose customers to your brand, the more familiar it becomes. Familiarity can sometimes make a customer choose your brand over another.
• Encourage impulse buys: End caps and power wing displays are particularly useful for driving impulse purchases. Their colorful graphics and powerful wording can convince people to buy your product even if they didn’t intend to.
• Highlight promotional offers: These displays are especially effective for promoting new, seasonal or promotional products. They allow you to display the items along with promotional details.
• Increase sales: Products on end cap or power wing displays often sell better than those down that aisle since they are exposed to more traffic and showcase creative, eye-catching graphics. These displays also make it seem like these products have additional value, convincing customers to purchase them over others.

How to Optimize Your End Cap and Power Wing Displays

How you design, place and update your display can significantly alter its effectiveness. Use the following end cap and power wing display tips to maximize the impact of your displays.

1. Choose Strategic Placements

Placement is essential for end cap and power wing displays. They should sit in high-traffic areas — preferably at eye level — to have the best chance of customers noticing your products.

You can also choose to place your display and products near complimentary items. This strategy — called cross-merchandising — is a great way to encourage impulse buys. Shoppers may have forgotten something or may be intrigued by your product since they’re already looking for something that complements it well.

2. Use Creative Designs

Dull displays that fade into the background are unlikely to catch the attention of passing customers. Design your displays with exciting graphics and bold colors to grab customer attention. The more visually appealing your end cap display is, the more customers will notice and stop to look at your products.

3. Keep Branding Consistent

While you may want to make the most colorful and interesting display in the store, you should ensure the design aligns with your brand. Improving brand awareness can increase sales, and these displays allow you to put your brand in front of shoppers. A bright and overloaded display can also overwhelm and drive people away.

4. Refresh and Rotate

Refresh displays with new items and designs frequently to keep customers interested. Older displays can go unnoticed, especially by regular customers who see them too often. Changing it up can catch their attention again. You should also change your display when you release new products or update your branding.

5. Follow Retailer Rules

All retailers have specific rules about the displays you can use in their stores. You should learn what their specifications are before creating your displays to ensure you comply with their rules. Doing so can increase the chance of the store approving your display and allowing you to promote your product in their stores.

Design Custom End Caps and Power Wings With Creative Displays Now!

Customizing your power wing and end cap displays can successfully attract customer attention and generate sales. Creative Displays Now can help you create unique displays to showcase your products and elevate your brand! All our displays are fully customizable, and we do everything — from design to production — under one roof. With our 99% on-time percentage, you can trust that your display will be ready when required.

Browse our range of point-of-sale displays to find the best one for your promotional needs. When you’re ready to get started, contact us to receive an estimate and learn more about how we can help!