expected from
the checkout experience. Today, shoppers
expect something different from each shopping trip. In the past, stores existed to satisfy a
person’s need in a short period of time.
But today, stores are becoming a destination where shoppers linger and
browse, a great opportunity to upsell.
Retailers are working hard to create an atmosphere not only to satisfy
consumers’ needs but to create a positive experience that separates them from
their competition.
Point of sale is more important than ever in creating the
total shopping experience. You want your customers to
have a good experience from the moment they walk into the store and to leave
with a good last impression. To help
create the last good impression, a retailer needs to consider maximizing checkout
space to ensure efficiency with consideration on security, ergonomics and
aesthetics. It’s common to see the space
at the checkout areas are maximized with impulse-buy items such as candies,
gums and small seasonal and novelty items as well as items that are frequently
used by cashiers such hand-held scanners, item code sheets, and small bags for
coupons. There is often no rhyme or
reason for the placement of these items and the cumbersome arrangement takes
away counter space for both the customers and the cashiers. The setup is aesthetically unappealing and
could potentially damage your brand’s image.
One solution to the limited space issue is mounting
solutions. Consider mounting flat panel
displays, cashier keyboards, touch panel monitors and PIN pads up off of the
checkout. Another solution is to “hide”
the POS equipment that does not require user interaction under the counter or
checkout lanes. Making sure there is
proper pace at the checkout line is important as customers usually get most
anxious during the checkout process.
Don’t make the mistake that many retailers make by solely
focusing on the store’s entrance and the grocery aisles and neglecting the
final place of interaction, the checkout.
With the proper design and placement of the POS system and checkout
area, you could achieve efficiency, aesthetics and security for the checkout
area that will make a good last impression for your customers.
