Endcaps and sidecaps are largely used to drive a sharp lift in sales in a short period of time. Therefore the expectations for the sales volume they will generate are HIGH – and typically not achievable for most newcomers to achieve.  These “programs” are in-and-out programs. Meaning, this space is allocated for a limited time.  And, buyers have to compete with other buyers to win this temporary space.  To win the space, they have to propose an endcap or sidecap program that will earn their retailer the most sales and profits.  And if buyers win this space, it gives them a huge leap forward in meeting their individual financial performance goals.