The end cap is about to change forever

"The retail media revolution is coming for one of the most recognizable shelf placements in any store. Retailers such as Kroger and CVS Pharmacy are beginning to install digital screens on end caps as they expand their in-store advertising networks. The screens may show videos about the items below it on the shelf or about related products in the category. This marks the beginning of a new era for the end cap, one in which digital ad campaigns merge with physical merchandising."

"Lipsman said he sees the end cap as the connection point between customers walking the stores and picking items up off the shelf. "It creates a center of gravity that pulls you in; it encompasses the best aspects of branding, because it's a big activation, it catches the eye," Lipsman said. "It also helps drive conversion. It does everything at once; it's really valuable.""

"Dhariwal said, according to CVS' research, 70% of its customers have said they find the screens useful. "We deploy digital screens on end caps because they measurably improve the shoppingexperience and can help drive results for brands at the exact moment decisions are made," Dhariwal said in an email. "What appears on the screen reflects common shopper mindsets and the in-store moment, balancing brand storytelling with useful, timely messaging such as seasonal promotions and key sales events.""

Retailers are installing digital screens on end caps to merge digital advertising with physical merchandising, showing videos about shelf items or related products. The end cap serves as the most influential in-store placement, creating a center of gravity that pulls shoppers in while combining branding visibility and conversion-driving activation. Digital end caps target shoppers in high-traffic aisles at the moment of decision. CVS has deployed these screens in more than 600 stores, roughly three per store, and research indicates about 70% of customers find the screens useful. Content aims to feel informational or educational, balancing storytelling with timely promotional messages.

Read at Modern Retail