When a customer has decided they are going to buy something and are now in line or actually at the point of sale for checkout, this is a great opportunity to increase your chance of gaining more sales. The key is in both your communication and in your products for display at your point of purchase area.
From a very basic perspective, there are three ways a store can communicate to their customers at the point of sale area — store staff communication, store signage, store product displays.
Using each of these to help balance each other, customers should feel intrigued by what your point of sale area offers. For example, possibly your displays feature products that are a bit unexpected and encourage touch, therefore creating a customer experience. Maybe you share store news through a sign, such as a loyalty program you offer for repeat customers. Or it may be as simple as your store staff sharing news of an upcoming event taking place in your store. All of these scenarios continue a sales opportunity that can create an immediate add-on sale or a future visit for a new sale to take place.
Imagine if for every purchase decision a customer makes, you increase their total dollars spent by another $5? You may not think $5 is a lot, but consider how many total purchases are made in your store each month. If you process even just 100 transactions a month; that is another $500 you can add to your store sales. Not all customers will spend more money. That’s just the way it is.
Don’t lack on your signage at your cash-wrap area. Use frames to highlight loyalty programs, special events, and more. While you may be busy finishing an order, your customer can still engage in store news.
Here are three not-to-ignore tips when merchandising your store:
1. The Power of Engagement
The power of engagement always helps consumers get more interested in products. On the flip side, they may identify it’s not something they want. However, with the right inventory assortment and the right mix of opportunities for customers to be engaged, there is sure to be something that’s right for them. The real takeaway here is to make sure your store enables customers to touch and pick up products.
2. The Simplicity of Displays
Have you ever been in a store that was so overwhelming, you didn’t know where to land your eyes or which direction to walk? Stores often neglect the general rules of merchandising — keep products clear and visible, appealing in display, and approachable for customers to touch. Instead they clutter their store shelves, racks, and walls. This usually results in utter confusion from customers. Your goal should be to have clear views of your product that are not distracted by other product or displays. Instead, your displays should flow naturally and lead your customers throughout your store.
3. The Support of Signage
Even if you only have one customer in your store at any given time, it’s impossible to tell them everything about your store and the products in it. Through a combination of signage, press clippings and product/company overviews, let words do some of your talking. Frame everything consistently or make sure they are at least professionally presented to ensure your customers recognize these signage opportunities as a place for them to gain valuable information. It is imperative that you remember to update your signage as necessary and take down any signage that looks beat up, torn up, or is out-of-date.
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