Making The Most Of Sales At Your Checkout Counter

Impulse buying consists of a massive chunk of consumer spending within the retail industry. The check-out counter is where the majority of impulse buying takes place so it makes sense that this is where you should focus most of your attention to maximize impulse buying sales.

Brick and mortar retailers are even more effective when it comes to encouraging impulse buying because shoppers are inclined to make unplanned purchases as they wait in line. Not only does this increase sales but the checkout counter is also a place to raise brand awareness and offer the customer a positive experience.

Below we look at five strategies to boost sales at the checkout counter and look at secret tips from retailers which you could be missing out on!

1. Increase Visibility

It may be the most simplistic tip but making products more visible at the checkout is the key to encouraging impulse buying. As customers wait, products should be displayed at roughly waist height for them to be noticed. As Specialty Retail says, “Seeing is buying.” Setting up display stands with products near your checkout is an effective way of boosting those impulse sales but also providing something for your customers to look-through as they wait.

Promotional sales, like 2 for 1 deals, should be placed near the checkout as this is the one place which all customers will need to visit if they are to purchase with you. Increase the visibility of promotions with signage and displayed information around your checkouts.

2. What Are Your Customer’s Needs?

It’s important that you think about the type of goods that you want to display at your checkouts carefully. You want to display items that your customers might need which will encourage them to purchase. Customers need lighters which is why these are often placed at the till however they do not need luxury goods like chocolate. Separate your products into what a customer needs and what a customer might want.

Think about ‘what small items do customers frequently ask staff about, or ask to help them find?’ Use existing knowledge about your business to inform how you should layout and stock your checkouts. Many pharmaceutical retails stock their point-of-sale areas with small travel sized items at low prices for customers to browse through as they wait to be served. Remember that a customer is willing to wait for a maximum of 5 minutes before abandoning their cart. It’s a good idea to have something for your customers to do as they wait to avoid abandoned carts.

3. Explain The Idea Of ‘Suggestive Selling’ To Your Staff

You have a wonderful tool at your checkout that many retailers forget about. Your staff can be the best way to increase impulse buying at the checkout. The key is training your staff to practice suggestive selling. When a shopper has a connection with a salesperson, they’ll be in a much better position to make unplanned purchases.

The key to suggestive selling is that the item will need to suit the customer. Your staff should also be able to say that they use the products themselves and speak to customers about their experience. With suggestive selling, it’s important that your staff are able to connect with the customer. You should be encouraging sales staff to get to know frequent visitors to your store.

4. Emphasize Increasing Customer Loyalty

An alternative to your employees actively up-selling goods at your checkout counters is to invest in future sales by offering your customers free loyalty programs. You can offer customers the chance to enrol in a program for a chance to earn points, coupons, or access to exclusive sales.

It’s important to remember that this tactic is a long term investment as you’re looking at increasing sales in the long run as opposed to an immediate sale. Customer loyalty programs make a customer feel special and also increase communication between the customers and retailer. Providing feedback forms, information about events etc. at the checkouts is a wonderful way to encourage repeat customers.

5. Use Of Online/Mobile Technology

Mobile technology is not just for e-commerce retailers. Many brick and mortar businesses can find benefits from online technology especially when it comes to impulse buying. Providing information about your social media at the checkout is a wonderful way to increase the online visibility of your store.

Many retailers have started to encourage customers to take selfies in their stores as this is often a wonderful way to increase their attention on social media. Provide funny quotes, weird and wonderful or motivational messages that customers might take pictures of to share with friends online.

We hope this has been some help to your business. Are you putting any of these pointers into action? What are your other tips for encouraging impulse purchases? Weigh in below.

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