Endcap Rules That Actually Hold in Thai Modern Trade
Secondary space in Thai modern trade is negotiated as carefully as primary shelf. Buyers care about fixture footprint, fire egress, and whether your unit blocks a power aisle during peak hours.
Before pitching an endcap, confirm the banner’s booking calendar, preferred supplier for fixtures, and whether your SKU mix meets the minimum case depth they expect for the promotion window. A beautiful mock-up that ignores those rules rarely survives the first store walk.
We recommend pairing every creative concept with a one-page operational brief: dimensions, pack-out, adjacency exclusions, and who owns refill after day three. That document is often what gets the placement approved.