Most businesses look at their in-store cashier desk as purely functional. It’s there to facilitate the taking of payments and that’s it.
But it turns out that it can play a significantly more valuable role than that. Cash desks are actually sales tools and something you can use to encourage in-store conversions.
But what, specifically, should you be doing? How can you modify your cash desk to make it better?
That’s the topic we look at in this post. We explore some of the methods you can use to boost your current installation and give you the performance you want it to have.
Use An Attractive Design
The first step to driving conversions via a cash desk is to give it an attractive design. You want it to feel welcoming and approachable, encouraging people to buy from you.
The attractive design doesn’t necessarily need to be expensive. But it should match your brand and emphasize your themes. It should feel a part of the whole experience you’re looking to create.
You also want some decent lighting on it. Illuminating it from the ground up can be highly effective and naturally draws people toward it when they finish shopping.
If you can provide assistants to box groceries or shopping items, that’s even better. Again, these increase the sense of service and make people feel great every time they walk into the store.
Make It Comfortable
While it might sound strange, making your cashier desk more comfortable for shoppers is also an excellent idea. Adjusting it so that anyone can use it improves accessibility and shows you care about every customer.
Make sure the aisle next to the cash desk is sufficiently wide or expansive to accommodate wheelchairs and other walking aids. Ensure there are also facilities for speaking directly to customers who might be lower down (including those who cannot stand).
If necessary, add a bench behind the counter with a water dispenser. These are handy for customers buying bulky items and waiting for professionals to load them into their vehicles for them.
Include Security Measures
Of course, you also want to include security measures by your cash desk. Adding these can help you reduce customer anxiety while also preventing theft.
Installing cameras near the cash desk offers an additional level of protection for staff and shoppers. These stop people from making off with goods or attempting to grab cash.
It also helps if customers with high-value transactions have private booths. These reduce stress and make it more likely that people will want to deal with you in person.
Improve Signage
Sometimes, customers aren’t entirely clear about where they should go to pay. But improved signage can help with this.
You can think of in-store signage as being similar to digital CTAs. It provides a call-to-action, showing prospective customers where to go.
While this might sound basic, you’d be surprised how many retailers and other stories make it difficult. Customers often grab the items that they want and then spend a long time looking for somewhere to pay (instead of walking there directly).
Better Technology
It’s also handy to improve tech at your cash desk to get more paying customers. The more you can improve this, the better the customer experience will be.
Start with a card reader and fast point-of-sale (POS) systems. These allow your customers to simply tap and pay to transact with you, speeding up the line.
If you are able to provide other payment types, then do so. Many shoppers, for example, want to pay on their phones or even use their e-wallet balances.
Don’t forget to add screens at your checkout offering real-time deals and discounts. These can be highly beneficial.
Locate It Properly
Another way to set up your in-store cash desk to get more paying customers is to put it in a visible location. Don’t hide it at the back of the shore behind all the shelves and racks.
Keeping it near the entrance is usually the best for customers because it means that they can shop and leave. However, you might want to place it further back if you don’t have much space.
If you can find a location that won’t disrupt traffic flow, that’s even better. Reducing queue lengths cuts the risk of people getting stuck and being unable to find the items they want.
So there you have it: some of the ways you can set up your in-store cashier desk to encourage more conversions. Use these strategies and watch how your business changes.
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