Your sales counter should play a really important role in increasing your sales and margins. Experienced retailers will tell you that the right product at the till point will sell 40% quicker than anywhere else in the business, but it won’t happen by magic: effective point of sale display, well selected stock and good use of the space all contribute to the success of the sales counter.
Here are some useful tips:
Keep it clear
There is a temptation to fill available space with impulse items – but don’t forget that the area is primarily intended for customers to place their intended purchases. Make sure they go away with an impression that your shop is clean and tidy, not overfilled and uncomfortable – any short term sales will be lost in a long-term customer loss
Pricing is crucial and a good tip is to take the average sale per customer, divide it by three, and the most expensive item at the counter should not be more than one third of this average sale.
What to stock
Items placed at the tillpoint must be products that customers will want to purchase on impulse. That is why we see so many chocolate bars displayed on counters. You could place seasonal products, small impulse items or “must have” products here.
How many items
Research shows that you should display no more than three items at the checkout to maximise sales.
Keep it simple and let your customers take in what is on offer. Use your point of display items such as display plinths to make sure the items stocked can be seen easily and make sure prices and offers are clearly displayed.
Get staff involved
The UK customer is resistant to hard sell but encouraging staff to talk about the offers is a good informal way to ensure the customers are aware of the great bargains to be had.
Change is good
Again, it is important to regularly update the counter display. Update your retail display, add new stock and vary their position. Be responsive to season sales opportunities or items that are being heavily promoted and advertised.
We’d love to hear from you about what you think works when it comes to maximising your counter top and tillpoint sales.
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