The checkout line is one of the best and easiest ways to increase customer engagement and spend. And because it’s generally the last step in a shopping trip, the checkout can either make or break a customer’s in-store experience. But many busy retailers overlook the checkout line and cash wrap. Research shows, however, that the checkout should be a top priority, but for sales and for customer satisfaction.
The Power of the Checkout Line
In a 2018 survey of grocery store shoppers, researchers found that the checkout line was more important to customers than any other part of their shopping experience. Nearly 80 percent of shoppers stated that a bad checkout experience made them less likely to shop at the store again. In addition, 70 percent said that the checkout influenced their overall perception of a store more than anything else.
How to Boost Sales at the Checkout
So how can retail stores create more impact at the checkout? Here are a few tips.
- Keep merchandise in stock and well-organized. If items are out of stock, in the wrong place, or missing price information, they won’t make it into the cart. Because more than 75 percent of customers find additional merchandise to purchase while waiting in line to pay, this is a huge area of opportunity to increase the total sale amount.
- Maintain a reliable inventory. The best way to ensure that checkout add-ons stay in stock is to track inventory closely, identifying popular products and making sure they remain available. An integrated point of sale system is the best and easiest way to streamline inventory.
- Boost branding. Take advantage of your captive audience! While shoppers wait to check out, inform them of new products or services, promotions and deals, popular items, or simply your brand’s mission and history.
Retail Tech carries a wide variety of new and refurbished point of sale hardware and equipment. We offer installation and staging, retail POS system repairs, and more. If you need help choosing a hybrid POS solution, contact our POS systems specialists for help finding the perfect point of sale solution for your retail store, restaurant or other small business.
This is an updated blog post that was originally published in 2018.