True Value’s Endcap Parade

Anaheim, Calif. — The art and science of endcap design was on full display during the 2017 True Value Spring Reunion, where 150 carefully designed endcaps vied for attention.

It was the largest variety of endcaps at the market in at least a decade, according to True Value VP and Chief Merchandising Officer Heath Ashenfelter. And for good reason.

“It’s a huge opportunity for our stores,” Ashenfelter said.

Designed by the co-op’s plannogram team, assisted by input from merchants, the endcaps present a carefully edited assortment – not too many skus, not too few --  while telling a story to the shopper.

Across all of small box retail, a common mistake to mistreat the endcap as an extension of the aisle, he said, making it a collection area for items that didn’t fit elsewhere,” said Ashenfelter. “The problem with that, is that the endcap is valuable space. It is a great way to build basket.”