In an earlier article, we talked about ideal placement for your cash wrap counter. Now let’s look at how you can make that space more efficient this holiday season. The cash wrap counter is both your last interaction with today’s customer and a golden opportunity to reinforce their excellent experience with you so they become tomorrow’s customer as well.
Efficiency is the key. And not only during the busy holiday season. Results of a recently-released international study show customers are willing to spend more and return to your store more often, if only you make their checkout experience more efficient. Such a small thing, really, but the benefits can be tremendous.
Make your cash wrap counter all about your customer.
What do they see when they approach your checkout station? Is there enough counter space to set down their purchases and their purse and still have room to write a check or sign a receipt? Or has it become a dumping ground for supplies, returned merchandise, post-it notes, and a jumble of “stuff” posing as impulse items? Clutter doesn’t say you’re busy, it says you’re sloppy.
Does it look fresh and clean, or is it already showing signs of the holiday rush such as smudged fingerprints and chipped paint. Visuals that indicate lack of attention to detail subtly tell customers you may not be very attentive in other ways, either. They can lose trust. Your reputation can suffer.
If you add cash registers or checkout stations during the holidays, group them rather than sprinkling them throughout your store. Multiple locations may seem customer-friendly, but the net effect will be to keep shoppers from seeing merchandise in other parts of your store. That’s a missed opportunity for both of you.