But your store’s cash wrap is more than a payment center. At least it should be. Properly placed and outfitted, it can be a profit center, too. All it takes is a strategically designed space and some savvy merchandising.
Here’s how to create cash wraps that sell.
The “check-out counter,” as your customers think of it, is one of the most important elements within your store. Even though it’s the last stop for them, it can make or break their overall experience, especially if you design it as a point of sale as well as a point of purchase:
Smooth, simple, friendly. It’s like icing on the cake. Who wouldn’t want to return to your store to shop again?
The best location for your cash wrap depends on the size and shape of your space, and what kinds of security concerns you may have. However, psychology is critical here, because cash wraps are the final step in your shopper’s journey.
Studies show American customers head to the right when entering a store and browse in a generally clockwise pattern. Locating your cash wrap to the left and toward the front enables shoppers to circle through your merchandise displays and arrive at the counter on their way out. But don’t put it so close to the entrance that customers cannot comfortably step inside and get their bearings before they start browsing.
You can design any size or shape cash wrap to fit your functional needs and match the look and atmosphere of your store. Remember, shoppers need room to:
Employees need space to:
After you've considered your needs, there are three basic cash configurations:
Two or three-sided configurations are best if you need more than one payment station, and a U-shape improves security by restricting access behind the counter.
By the time they arrive to check out, customers have already made one or more buying decisions, so they’re primed to purchase. With clever merchandising, you can prompt them to pick up just one more thing — or two, or three — by displaying smaller, affordable impulse items where they are easy to see and pick up.
Place carefully-selected “deals,” accessories, or samples adjacent to your cash wrap or in a container on the counter if there is room. Choose a combination of must-haves and tempting surprises, preferably items that invite handling.
And remind sales associates working behind the cash wrap to “merchandise” with every customer conversation, inviting shoppers to take note of last-minute purchasing opportunities. “One of these scarves would look beautiful with this sweater you’ve chosen.” Or, “Try one of these new chocolates we just got in!”
Understanding the psychology of the cash wrap will help you transform it from purely practical to a revenue center. Just think what could happen to your bottom line if every customer spent just $5 more at checkout! Not only that, strategically considered and attractively designed cash wraps will send each customer out the door with a positive experience that puts a smile on their face and inspires them to come back soon.