Are Your Checkout Areas Ready for the Holidays?

By Steve Di Orio
Posted in Store Management
On November 16, 2011

Someone once said, “Always be on your toes, because first impressions are the most important”.  Far be it for me to not agree with such a common idea. In your store, last impressions will be of equal importance.


Convenience store gondola checkout fixture displaying impulse items in the checkout areaThe quality of your checkout system is the last impression that you will leave your customers.   There should be some decisions that go into designing and maintaining a checkout system.   All too often the final step is over looked and goodwill along with future profits is lost.


Reviewing the effectiveness of a front end begins with the money.   Does the price that you want to sell an item for always get collected properly and always result in a correct bank deposit?  Are your items marked accurately and do cashiers understand the difference or even how to determine the price of a sale item?  Is it simple for errors to occur thus costing you needed profits?


Retail store checkout display fixtureThe second part of your front end review should be that of impulse items.   Realizing that all customers funnel through the checkout system of your store allows you to choose some items for maximum visibility. When more people see a particular item, the greater the chance of you selling that particular product.   A neat and orderly arrangement of items at the checkout will add extra sales.   Check out impulse items are best to be inexpensive and of high profit for maximum selling with profitable results.   A consumer is reluctant to purchase a high ticket item, in a few moments on impulse but enjoys the opportunity to do the same on low priced novelty or necessity items.  (Depending on the store demographics that ticket price will vary.)


Allowing the customer to leave your store satisfied is crucial to success.   One of the most important elements of cashier training is having them work at making an effort to satisfy your customers.  Let them leave with a smile and a good feeling about your store. 


First impressions are important but, “LAST IMPRESSIONS ARE LONG LASTING.”

Steve Di Orio

Steve Di Orio

Steven DiOrio has been with Handy Store Fixtures for over 11 years. After becoming the Marketing Manager in 2006, very recently he was named Director of Marketing. Currently, Steven is pursuing his MBA from Montclair State University with a specialization in Digital Marketing. When not at work, he loves to travel, play golf, exercise, and talk all things search engine marketing.