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Endcaps vs. Superfridge: Cooler, Smarter CPG Promotions

By  Emily Mallahan  ·  3 minute read

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For decades, endcaps--and other secondary displays like Free Standing Display Units (FSDUs)– have been the go-to promotional tool for consumer-packaged goods (CPGs). Positioned at the end of store aisles, these high-visibility displays are proven to drive impulse purchases and accelerate product sell-through.

According to Oracle Retail, end-of-aisle displays deliver a 93% lift in exposure and a 32% increase in sales compared to standard shelf placement.

But here’s the catch: endcaps are expensive and operationally intensive.

A national endcap promotion across 1,000 stores can quickly climb into hundreds of thousands of dollars in trade allowances, display costs, and discounted incentives. Individual placements range from $350 to $20,000 per store, depending on retailer size, product category, and promotional terms. These fees fall under “trade spend” – a significant investment that often requires months of advance planning for product selection, display design, and logistics coordination.

On top of cost and complexity, shopper expectations have shifted. Consumers are increasingly focused on dietary needs, reducing processed foods, and seeking out fresher, better-for-you options. Traditional endcaps don’t always align with these evolving preferences.

Enter Superfridge: The Cooler, More Affordable Alternative

CPGs can get all the benefits of endcaps through Superfridge’s all-in-one promotional platform located at top-performing grocers and independent retailers. The program delivers immersive, high-impact advertising at the point of sale – without the cost or complexity of traditional endcaps.

Through strategic placement, merchandising, and media integration, Superfridge unlocks:

  • 35–57%+ incremental sales lift
  • Over $200 in halo revenue per store, per event
  • 2–3x revenue per square foot vs. traditional refrigerated or frozen display

 

In addition, Superfridge delivers the same advantages of endcaps—without the headaches:

Sales and Purchasing Power

  • Boost impulse buys: Nearly 40% of shoppers wait until they’re at the shelf to decide which brand to buy. Endcaps intercept those undecided customers even earlier—72% of shoppers engage with an endcap without entering the aisle—making them one of the most effective tools for driving unplanned purchases.
  • Accelerate sell-through: Products consistently outperform those on regular shelves. Seasonal items, new launches, and promotional SKUs are ideal products.
  • Enable cross-merchandising: Pairing complementary items – such as frozen dessert and whipped cream – encourages multi-item purchases and increases basket size.
  • Create perceived value: Promotions like “2 for $10” instead of “$5 each” enhance value perception and drive incremental purchases.

Brand Visibility and Messaging

  • Maximize exposure: Products are seen by shoppers who may not enter the main aisle, expanding reach and awareness.
  • Launch new products: They’re a powerful platform for introducing new flavors or lines, generating trial and early adoption.
  • Showcase brand personality: Through creative visuals and storytelling, reinforce brand identity and emotional connection.
  • Enable digital engagement: Video, animation, and interactive elements can deepen shopper engagement and provide real-time behavioral insights.

Retailer Relationships and Strategy

  • Strengthen partnerships: Successful campaigns can lead to more prominent future placements and collaborative calendar planning.
  • Optimize store flow: Simplify navigation and highlight popular items, benefiting both retailers and shoppers.
  • Amplify campaigns: They visually reinforce external advertising, creating a consistent omnichannel brand experience.

 

Superfridge Turns Cold Aisles into Hot Sales Zones

Superfridge 2.0 features integrated video monitors. The advertising and display platform is professionally installed, merchandised, and refreshed every two weeks – keeping content fresh, relevant, and compelling.

CPGs and retailers benefit from a turnkey solution that includes:

  • Equipment and installation
  • Dynamic video content
  • Bi-weekly campaign refreshes
  • Post-campaign sales analytics

For CPGs, Superfridge offers speed, scale, and transparency:

  • Rapid scheduling: Skip the 12-month planning cycle. Promotions can be launched quickly and updated bi-weekly.
  • Near real-time insights: Access sales lift data, shopper engagement metrics, and regional performance comparisons.
  • Scalable partnerships: Aggregated reach and transparent reporting enhance CPG campaign placements at independent retailers nationwide.

Superfridge transforms refrigerated and frozen aisles into revenue-generating media platforms – delivering the visibility of endcaps with greater efficiency, affordability, and impact.

 

Learn more by emailing hello@superfridge.com.

 

About Superfridge

Superfridge is redefining in-store retail media. As a trusted partner to retailers and brands nationwide, its all-in-one promotional platform – powered by nearly 2,000 dual-temperature cooler units in top-performing locations – delivers immersive, high-impact advertising that converts shoppers at the point of sale. With fully managed execution and new capabilities launching in 2025, Superfridge empowers CPG brands and grocers to drive 35–57% sales lift, spark product trial, and accelerate shopper loyalty. Trusted by leading manufacturers and independent retailers alike, Superfridge transforms refrigerated and frozen aisles into revenue-generating engagement hubs. Discover more at Superfridge.com or connect with us on LinkedIn.