Most store owners usually focus on optimising the experience before a customer makes a purchase. But they end up forgetting that the “During sales” period can be a great land of opportunity. Luckily, the only need to optimise one strategic step here which is the “Checkout Experience”.
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Encourage Impulse Purchase
According to CNBC, customers cough up around $5400 per year on an average on impulse purchases of food, clothing, household items, and shoes. Psychology Today also suggests that the spontaneous urge to spend our hard-earned money is engrained in our DNA. Hence, Checkout Counters are the most tactical location for any store. There are some well-known tricks that you can follow to boost the frequency and value of impulse purchases:
- Placing low priced, impulse buys near the checkout: This is a proven technique that can be observed in a lot of stores. Interestingly it does not always work unless you use the formula correctly. Price is one of the most important factors to consider while choosing products for impulsive purchases.
- Anticipating your customer’s needs and wants: This is where your on-field staff members come in the picture. Have a conversation with them to understand which products customers find difficult to for, which ones do they ask about the most. Do not forget the previous point though, these items must be of low price point.
- Do not oversell: Yes, you want them to buy more but do not confuse them by overwhelming them.
Lighting
Good lighting is always significant. A well-lit counter is as important as a well-lit product shelf. Think it this way, a checkout counter is a focal point of your store that every customer must pass through to make a purchase. Having a lighting system at the counter can make it stand out from the rest of the store.
Make it feel more welcoming
Always keep this space neat and clean, especially during COVID times. At this part of the store, you can add small items to make the checkout area warm and welcoming. You can use plants to add some life to but can choose to add something else depending on what kind of store you run. Nobody likes to feel rushed or stressed while waiting in a queue.
Highlight charities and other local participation
No matter how big of a brand you be, placing charity boxes or showcasing that you are an active member of the community always helps. Your customers want your checkout space to be more than just a transaction space. This is the place where you want them to positively associate with you and your values.
Make it seasonable
Do not be a boring Karen, amuse your customers with something new and fresh every now and then. Consider decorating your store on anniversaries, festivals, or if there is anything special. But obviously do not overdo it.
By incorporating these checkout counter tips you can improve your counter experience which will help you not only boost sales but also help build a loyal customer base. Lane Industries has been building beautiful retail stores and the fixtures that occupy them for over 35 years now. While you are thinking about checkout counters don’t forget to look at some of these amazing options you can choose from.
