RM Online - Endcaps

With many general rental and party stores, the fixtures are not regarded as important elements contributing to the overall store "feel" and personality. This is absolutely the wrong perception.

The main focus of this article is front endcaps - what they are and how they look. Endcaps are powerful vehicles that support sales, define merchandise categories or departments and introduce seasonal stories.

Endcaps are extremely important. Front endcaps should not be used as clearance areas - that is what specific areas or back endcaps are for. They should subliminally talk to the customer. If properly planned, they will attract without being obvious. They can be silent salespersons or focal points.

But unfortunately, far too often they are as uninteresting as the rest of the fixture runs of metal gondola.

The low investment, durability and great flexibility of gondolas explain their acceptance. They hardly ever wear out. You have to wonder why one should even buy a new gondola. But that doesn't mean it should be the only type of fixture used. In fact, using a different type of fixture on the endcap is also a low investment, since the main endcaps, the front ones, are usually not in large numbers. Back endcaps do not offer the same opportunities.

Front endcaps are great opportunities to make overall image statements along with seasonal or add-on impulsive sales.

One of the major problems with gondola is when it is over-exposed instead of covered by merchandise. There is absolutely nothing attractive about metal gondola. It isn't supposed to be - it is simply functional.

So let's consider a few optional fixture applications in place of gondola as endcaps. These ideas are not necessarily expensive and they do improve overall aesthetics, offer material or finish changes and attract customers.

1. Adding trim to the top and sides of gondola endcaps and changing the color or material finish is very inexpensive. There is no reason why surfaces must be the same throughout the store. Trim can be basic wood, either stained or painted. The main panel areas can be slatwall versus solid Masonite or pegboard. Or simply paint the endcaps a contrasting or complementary color. You can get paint finishes that even look like granite or stone at paint and hardware stores. Faux marble techniques are also easily achieved.

2. Baker's racks - basic metal racks in either chrome or powdercoat finishes - are very open and light, not a solid mass, and they are a quality upgrade. You can place a solid wood panel, like plywood, behind this type of fixture for contrasting materials. Or hang canvas or a drop cloth attached with grommets and plastic ties. This fixture accepts heavy loads, is very durable and has interesting detailing and design.

3. Consider wooden shelving that is typically used in stock rooms or even houseware departments of department and specialty stores. These too offer contrast of materials, flexibility, function and low-cost investments.

4. Think about the types of materials that can be found on construction sites or wherever the equipment you rent is used - aged wooden palettes, multi-colored road barriers, traffic cones, metal drums, sheet metal, I-beams, concrete blocks or bricks.

Use your imagination and apply these in unique ways, still supporting the display of merchandise or image. If you are the least bit handy or know someone who is, you can easily convert such materials into fixtures. You will attract customers by using standard, known elements in new and innovative ways.

5. Look for plastic laminate cabinets or fixtures, metal storage cabinets or lockers and even used furniture from garage sales.

Remember that there are two types of front focal endcaps - those that are merchandise-intense, capable of displaying lots of merchandise, and those that are fixture-intense. ("Fixture intensity" means you can see equal amounts of both merchandise and fixture.)

When used in combination with each other, these fixtures increase the personality and interest of your store. Determine which should be applied where by prioritizing with merchandise or visual sight lines.

If properly planned, endcaps are freestanding and can be relocated on a regular basis.

Don't forget to look also at different types of display hardware that is used with slotted standards, slatwall or even pegboard. Shelf brackets, shelves or faceouts can be either obvious or subtle details. They can be different materials and finishes just like the actual endcap units.

Plan your merchandise offerings, signage and accent lighting.

There are times when simple merchandise stories will work. But telling a story through cross-merchandising is a true win-win situation. If you are promoting tillers, add gloves, fertilizers, trash bags, gas cans, sharpening tools or other complementary items available for rent or purchase. Add grass or soil. Maybe a suggestive lifestyle graphic or seasonal message can complete the visual experience. Balance the endcap with color and mass. Try to achieve the greatest impact possible without going too far.

Can't think of ideas? Visit hardware stores, home centers or even department and specialty stores.

Stretch your imagination. Don't be predictable.

Plan for change with your fixture program - especially the front endcaps of fixture runs.