The Secrets Behind Your Grocery Store's Layout

Endcap Displays

Location: Ends of the aisles

Why they’re here: Product manufacturers pay for prominent “endcap” placement—on the ends of the aisles—to advertise new or popular products.

Shopping tip: Display doesn’t necessarily mean discount. “A lot of times, [the items in] endcaps are just something new or in season,” says Schober. “If it’s on sale, believe me, it will be prominently marked. And watch endcaps for a recurring pattern. Leading brands often compete this way. If Coke is on sale in an endcap display one week, it will probably be Pepsi the following week.” If you don’t see the brand you like, just wait for it to come around.