Maximising Visibility & Sales Through Effective End-Cap Execution
End-cap displays are premium in-store locations designed to capture shopper attention, promote campaigns, and drive incremental sales. Poor execution of end-cap displays can lead to missed revenue opportunities and weak campaign performance. The End-Cap Display Checklist helps retail teams ensure end-cap displays are set up correctly, stocked adequately, and maintained in line with brand and merchandising guidelines.
End-Cap Display Checklist
Display Setup Impact
- Is the end-cap display installed at the approved aisle location?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the end-cap display set up on the planned campaign or launch date?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the correct display fixture or unit used for the end-cap?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the end-cap assembled as per provided setup guidelines?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the end-cap stable and safe for customers?
☐ Yes
☐ No
If No, Reason: ________________________________________________
Product Availability Impact
- Are the correct products placed on the end-cap display?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are sufficient product quantities available to support the display?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are all required SKUs and variants included?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the end-cap replenished regularly to avoid empty spaces?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are stockout risks identified and escalated promptly?
☐ Yes
☐ No
If No, Reason: ________________________________________________
Visual Merchandising Impact
- Are brand creatives, headers, and visuals displayed correctly?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is the end-cap visually clean, neat, and attractive?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are damaged or outdated display materials removed?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are products faced forward and aligned properly?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Does the end-cap align with current brand or campaign guidelines?
☐ Yes
☐ No
If No, Reason: ________________________________________________
Pricing & Communication Impact
- Are correct price labels displayed on the end-cap?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are promotional prices applied accurately?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are offers or schemes clearly communicated to shoppers?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is pricing consistent with the primary shelf?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are expired or incorrect promotional messages removed?
☐ Yes
☐ No
If No, Reason: ________________________________________________
Monitoring & Compliance Impact
- Is end-cap compliance checked regularly during the campaign?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are deviations from end-cap guidelines documented?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are corrective actions taken immediately for non-compliance?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Are recurring end-cap issues escalated to management?
☐ Yes
☐ No
If No, Reason: ________________________________________________ - Is end-cap performance reviewed during audits or store visits?
☐ Yes
☐ No
If No, Reason: ________________________________________________
