Studies repeatedly show that today’s shoppers enter your store ready to receive your merchandising suggestions. In fact, 40% of them spend more in physical stores than they intended, while 25% overspend that way online. A full third of shoppers say they make impulse buys at least once a week (spending an average of $30). You don’t even need a sharp pencil to tote up what that could mean to your bottom line.
Better yet, every customer who arrives at your checkout area has already decided to buy something. That’s why this is the perfect time to suggest a little something more.
Use bold colors and specialized display fixtures such as rotating counter towers, baskets for “grab” items, or glass-domed trays for edibles. Use signage to make doubly sure customers don’t miss the opportunities. Use the wall just behind the checkout area to display items your sales associate can easily hand the customer – or to remind your customer of a special promotion they may have missed.
One way brick-and-mortar stores can outshine e-commerce sites when it comes to add-on sales is via live, personal interaction. Even if your store is largely self-serve, each customer has a one-on-one experience with your cashier. Training your employees to point out or “recommend” last-minute purchases will boost sales.
Don’t limit displays to the retail counter itself. Use the lead-up area for multiple impulse displays. This gives anyone waiting in line a greater chance to notice your offers. In fact, there’s no need to wait till customers get near your retail counter to suggest add-on sales. This excellent article offers detailed tips on when and how to suggestively sell add-ons throughout your store.