Contents
- Definition of the Checkout Area
- Importance of the Checkout Area
- Impulse Purchases
- Merchandising Tools
- Design Rules for the Checkout Area
- Common Mistakes in Design
Definition of the Checkout Area
The checkout area is the space located next to the cash register in a store, designed for placing products. It serves not only for the convenience of customers but also for increasing sales volume. Depending on the store format, about 40-80% of customer spending may consist of unplanned purchases made in this area.
Importance of the Checkout Area
The checkout area plays a key role in the merchandising concept known as the "golden triangle," which includes:
- the entrance and exit of the store,
- displays of essential goods,
- the cash register and checkout area.
These areas are characterized by high customer traffic. Additionally, when there is a queue, customers linger, creating opportunities for spontaneous purchases. For instance, last year in the USA, $6 billion was spent on products in the checkout area.
Impulse Purchases
Impulse purchases are those made under the influence of external factors, where the customer makes a decision right at the moment of payment. The most popular products are placed away from the entrance and cash register to increase the time customers spend in the store and, consequently, the likelihood of unplanned purchases. The bread display is often located near the meat and dairy sections, encouraging customers to walk past many other items, such as candies, drinks, and snacks, before reaching the cash register.
Merchandising Tools
Various marketing tools are used to attract customer attention in the checkout area, such as:
- POS materials: advertising materials placed near products, including wobblers, displays, and shelf talkers.
- Promotions and discounts: temporary offers on products highlighted with bright price tags.
- Seasonal updates: decorating the checkout area for holidays, such as Easter or Valentine's Day.
These tools help maintain customer attention and encourage impulse purchases even at the payment stage.
Design Rules for the Checkout Area
For successful design of the checkout area, several key recommendations should be considered:
- Placement of popular products: it is important not to fill the area with low-demand items to avoid disappointing customers.
- Optimal height of displays: products should be easily accessible to customers.
- Proper arrangement: small items should be placed at eye level, while larger ones should be lower.
- Separation of products: visual separation helps in locating and choosing products.
- Maintaining order: cleanliness and neatness help build trust with customers.
Common Mistakes in Design
Some common mistakes can negatively impact the effectiveness of the checkout area:
- Too many stands obstructing visibility.
- Uniformity of products on shelves, which reduces customer interest.
- Improper shelf size with insufficient products.
- Incorrect placement of products, complicating their selection.
Eliminating these mistakes will help improve sales and enhance customer satisfaction.