How to merchandise your checkout counter
Checkout counter displays: 6 shop counter ideas that work
Your checkout area is possibly the most important customer touchpoint in your store. A retail store counter is your final chance to connect with the customer, form a good impression and make any last-minute sales. POPAI (Point of Purchase Advertising International) describe checkout displays as ‘ideal vehicles for impulse purchasing’ .
Therefore, you must use your shop counter displays wisely, maximising each and every marketing opportunity. Fortunately, here at UK POS, we specialise in the best merchandising displays to suit almost every business. Read on to discover our top 6 shop counter ideas for retail countertops.
Use classic countertop poster holders on your store counter, to add reminders of special offers or your social media handles. Freestanding acrylic poster holders have a professional appearance, whereas a countertop chalkboard can be used in the same way, but with a more rustic feel. Or, why not try an LED-lit countertop poster holder for a high-end aesthetic?
Move with the times and utilise digital displays around your checkout areas. Use digital screens to present high-quality advertising graphics, entertain queuing shoppers, or you could even engage the customer with an interactive experience, such as with touchscreens and tablet stands, providing further opportunities for cross-channel marketing and sales.
Maximise your counter space with tiered display stands, such as smaller tabletop shelf stands in acrylic or wicker. Your sales counter is a key promotional area, where customers will make snap decisions to pick up extra items before they pay. Don't be afraid to use these stands for slightly higher-value impulse purchase items, and products from well-known brands.
Add countertop dump bins such as clear spheres and acrylic display cubes for low value, high turnover impulse buy items. Don't neglect these low-cost items, as they tend to be an easy last-minute purchase decision for customers, but can really boost your average basket value at the till. If each customer buys one of these add-on items, your overall sales will rocket!
Use a business card holder in order to display your range of gift cards, or your store loyalty cards, both of which can boost your sales figures. You could also use countertop leaflet holders on the checkout counter too - encourage customers to take one away, so they can continue to browse your products, services and information even after they've left your store.
Use a suggestion box to gather feedback, or use them as competition entry boxes for customers to sign up to your mailing list in exchange for a chance at winning a competition, or for a discount off their first purchase. The benefit of this is that you can collect details for further online marketing or leaflet distribution, while engaging them further with your brand experience.
What products should I display on my checkout counter?
While snacks have long since proven to be a big driver of impulse buys at retail checkouts, it's worth bearing in mind the recent government announcement of their commitment to ban the promotion of certain unhealthy snack foods at sales counters, with many supermarkets already having voluntarily introduced this measure . Therefore, give some thought to what other items you sell that may work well as last minute add-on sales at the point of purchase. Research from Statista found that the most popular checkout alternative to unhealthy snacks are water, fruit snacks and seeds .
Research suggests that, to increase impulse buying, retailers should focus on merchandising their checkout areas with "emotionally appealing, lower-priced items" . Additionally, products such as cosmetics, batteries, and small gifts are always a good choice, as they are used by so many people across different demographics, and often forgotten while walking around the aisles.
"Checkout counter displays increased in-store decisions to purchase an item by about three percent compared to when an item was displayed in-aisle"- Inman et al. (2009), cited in Kacen et al. (2012) .
Don't forget the self checkouts! Self-service checkouts are predicted to grow in number exponentially, with 10,000 stores worldwide predicted to offer fully autonomous checkouts by 2024 . Therefore, these areas need clever merchandising too, with quick and convenient items for busy shoppers. Time-conscious shoppers are more likely to use the self-checkouts when they're rushed, so think about what a busy shopper in your store may forget to pick up on their way around the aisles, and merchandise these at your shop display counter.
Finally, be sure to carefully plan your queueing area, as well as the store checkout counter displays, since waiting customers may become bored, and will be more likely to pay attention to your in-queue merchandising displays. Make the most of this opportunity by ensuring your promotional material is targeted towards items they are able to quickly pick up at checkout - this is a great area to use a digital display screen, to keep shoppers entertained while they wait.
You can mark out a queuing area, while simultaneously merchandising your add-on items simply by using our In Queue Merchandising Stands, which are available with various configurable shelves, hooks and tubs to suit all of your products.
Point of sale displays for shop counters
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Now you know how to merchandise your checkout counter displays, why not learn more about how to merchandise your shop shelving?
1. ‘The Role and Impact of P-O-P Display in the Convenience Retail Channel’ (2019), POPAI, https://www.popai.co.uk/boxfile/documentdetails.aspx?GUID=191c1ef4-cedf-4ea4-bbbd-72e6d3ac0187 [accessed 03.11.2021].
2. Department of Health and Social Care, Restricting promotions of products high in fat, sugar and salt by location and by price: government response to public consultation (updated 19 July 2021), https://www.gov.uk/government/consultations/restricting-promotions-of-food-and-drink-that-is-high-in-fat-sugar-and-salt/outcome/restricting-promotions-of-products-high-in-fat-sugar-and-salt-by-location-and-by-price-government-response-to-public-consultation [accessed 03.11.2021].
3. Statista Research Department, ‘What should retailers put at checkouts in place of confectionery?’ (July 2015), Statista, https://www.statista.com/statistics/533445/preferred-replacements-for-confectionery-at-retail-checkouts/ [accessed 03.11.2021].
4. Kacen, Hess and Walker, ‘Spontaneous selection: The influence of product and retailing factors on consumer impulse purchases’ (Nov 2012), Journal of Retailing and Consumer Services, Vol. 19, Issue 6, pp 578-588, https://doi.org/10.1016/j.jretconser.2012.07.003 [accessed 03/11/2021].
5. Statista Research Department, ‘Number of stores which offer autonomous checkouts worldwide from 2018 to 2024’ (Feb 2021), Statista, https://www.statista.com/statistics/1033836/number-of-stores-with-autonomous-checkouts-worldwide/ [accessed 03.11.2021].