Palmer Retail Solutions Blog

How to Optimize Your Checkout Counter to Increase Add-On Sales

Posted by Kathy Heil on Oct 6, 2016 11:49:02 AM

Optimize Your Checkout Counter to Increase Add-On SalesImpulse sales are driving an ever-increasing percentage of shopper spending, in all types of retail stores. And the great news is that you can help "trigger" those impulses. You can strategically place impulse items throughout your store – in-aisle or adjacent to displays of related merchandise  but the checkout counter remains prime territory. The trick is to use your checkout counter space effectively, so you can capture maximum add-on sales.

Choose wisely

Clutter is off-putting. And customers get confused by too many choices. So, you have to pick impulse items that have big drawing power but conserve space. Also, anything “impulsive” cannot require much thought. So the items you pick have to be “easy decisions.” Think small, simple, and inexpensive. What kind of add-ons work best?

  • Items your customer can literally add on – accessories such as earrings or phone covers.
  • “Oops, I forgot that” items that shoppers commonly miss.
  • Trial-size products. These have dual value. They are easy to grab on a whim, but they can also introduce customers to new products. That can generate ongoing repeat sales.
  • Promotions such as buy-2-get-1-free. Shoppers can make an unintended decision to buy, and they’ll buy two instead of one, in order to get the free item. (This also works with multi-item pricing such as 3-for-$5 instead of $2 each.)
  • Seasonal novelties.

Snack selection

For years, convenience stores have promoted snack foods – especially single-serving packages – at the checkout counter as a tried-and-true way to boost sales. And it isn’t just c-stores that tempt impulse buyers with candy, gum, salty snacks, and sugary pop. The Center for Science in the Public Interest has taken aim at this practice, saying, “We’re sick of seeing all that junk food at the checkout whether we’re at a craft store big-box electronics store, and even clothing stores!”

They recommend offering healthy items instead – “fruits and vegetables, even the occasional jump rope.” While they have a valid point, your customers may disagree. On the other hand, consumers themselves are increasingly demanding healthier fare from restaurants, so why not offer a choice? Why not try a basket of plump apples or fresh bananas? Offering “off-beat” impulse items could start valuable buzz about your store.

“Seeing is buying”

That’s the word from Specialty Retail. Attractive, customized displays and attention-grabbing signage are keys to successful impulse sales. A basket of lip balms on your counter may not need explanation in the middle of winter, but add a sign that says “Don’t Forget Me!” and you’ll sell more. Likewise, special promotions need special signage.

Bright, bold signage works well in many settings. Using colors that contrast with your usual color scheme helps signs stand out clearly. Red and yellow are proven winners. But you can also stick with your thematic colors, using an unusual size or shape sign to draw attention.

Don’t forget the “approach lane” to your checkout counter. Free-standing displays with shelves or racks can catch your shopper’s eye before they get to the cash register and give those waiting in line more chances to pick up something extra.

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