Endcap

Aisles in a supermarket with small sets of shelves on the end, receding from left to right. Atop each set of shelves is a large white on black sign with the price of an item for sale on those shelves. White on green signs with the types of products in the aisles hang from the high ceiling.
Endcaps at a Walmart store

In retail marketing, an endcap, end cap, free-standing display unit (FSDU), or gen-end (general end shelving) is a display for a product placed at the end of an aisle. It is perceived to give a brand a competitive advantage. It is often available for lease to a manufacturer in a retail environment. Products placed on an endcap for sale will sell at a much faster pace than products not on the endcap. The display of products on the endcap is sometimes also called a feature.

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