The endcap — a display of products placed at the end of an aisle in a store — is part of a contract between you and your grocer. You promise to look at the merchandise and occasionally buy from the end-of-aisle shelves, and your grocer promises to change the contents frequently, price items clearly, and keep it fully stocked and beautiful.
The endcap’s job is an important one; it draws attention to what’s in the aisle, and is an effective way for a retailer to communicate a message. Whether the story is “we care about local” or “hey, this is where the chips are,” it’s safe to assume much thought has been put into the endcap at your grocery. And while some may suggest being wary of the endcap, I say embrace it. Here’s why.