To boost checkout consumption, rely on simple pop psychology. The more convenient you make it, the more likely people will buy things out of convenience. The experts call it capitalizing on a ‘captive audience.’ When you have people’s attention (because they’re standing in line or otherwise waiting to complete a transaction), they are prone to making impulsive purchases.
Feed the unconscious calculation
Think about it this way … whatever is in front of your face suddenly becomes eligible for consideration, as if a switch flipped in the customer’s brain signaling: “It’s your last chance. Do you really want to miss out on this? Look how shiny and interesting it is.” The other association is one of social proof: If it’s up here by the register, it must be popular (i.e., validated as good).
Shelving plays a huge role in this unconscious customer calculation. On the other side, you can aid this process by being conscious of how you adopt retail shelving to juice the register at checkout time. Putting impulse purchases (People magazine, candy bars, portable soda/juice/iced coffee bottles) near the register where the captive audience holds court is a time-honored tradition.
Just as important as the material and functionality of the shelf is its appearance. Consider aesthetics and perception. How clean are your checkout shelves? What impression are you giving everybody who comes to the registers? Make sure you replace items that inevitably get shuffled around amidst customers’ hasty, distracted online time.
As we’ve written previously, you should attend to shelves regularly to restore order when customers mess them up. It makes it easier for other customers to find what they need and signals you care about your store and the shopping experience. All these things should translate to better register sales at the point-of-purchase.
Check out our retail store sales counters for more inspiration. We hope your checkout line shelves are full of great last-minute considerations!