The Importance of Endcaps: Mike DeJulio – Price Chopper

\"\"Schenectady, N.Y.-based Price Chopper’s director of corporate brands Mike DeJulio says end cap displays can be an effective and useful tool to promote Private Brands.
In a preview of remarks he’ll give as a speaker at Private Label: The Next Generation, PLBuyer’s June conference in Chicago, DeJulio stressed the immediacy of end cap displays. The full podcast of DeJulio’s interview with PLBuyer editor Chris Freeman can be heard at
“Leveraging end cap displays are extremely important for a retailer in a supermarket chain,” he says. “When [consumers] enter the store, at that point, you really have to have a commitment to corporate brands to try to convince the consumer that it’s the right value and the right quality and the right products to buy.”
DeJulio added that merging private label products with national brands in the display can be the best way to add value.
“The display is really an evolutionary process … If the end cap is merchandised effectively by the category sales, you can take a low-margin national brand item and blend it out with a high-margin corporate brand offer,” he says. “So it’s truly incremental.”
The conference will be held at the Hilton Chicago from June 5-7, and more information on registration is available at DeJulio says he knows what he’s looking forward to from the event.
“New, exciting, innovative ways on how to drive corporate brand sales,” he says.
DeJulio is one of six retail speakers scheduled to appear at the “Private Label, the Next Generation” conference. Selected previews of presentation from those and other keynote speakers will be available at

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.