What does your cash wrap counter say to your customers? Does it cap off each person’s excellent shopping experience, or is it a letdown? The appearance, location, size, and even the shape of your cash wrap counter all make a statement – and it’s the last thing customers will see and “feel” before they leave.
Your cash wrap is the last stop customers make after they have journeyed through your store. Since most shoppers head to the right upon entering, the checkout area should be on the left. Put it near the front, but not too close to the entrance. You don’t want to create a visual barrier that keeps new customers from seeing your merchandise. Nor do you want to create a traffic jam in the entrance. Try to avoid multiple approaches – this confuses customers and can make it appear people are cutting in line.
If you need additional cashiering space during peak seasons, create a single, expandable cash wrap rather than adding separate units in other parts of your store. This also confuses people, and, worse yet, can enable them to pay and leave without seeing everything you have to offer.Read More