Check-out area is a place in a store or showroom where 100% of buyers stop to get a product for their use, and in most cases, such a buyer is consumer oriented.
Let’s analyze how exactly the touch zone can bring up to 30% of revenue from the displayed assortment.
Nielsen* identifies several factors that can improve the efficiency of the touch zone in stores. It is also called the “hot spot” of any grocery store, through which all customers pass, where many people put in the basket those products that they did not plan to buy.
According to Nielsen research, 90% of store visitors queue in front of the checkout before paying for their purchases. Only 47% pay attention to products in the touch zone, and only 28% of them buy these products.
- Nielsen is a leading international public marketing company with presence in more than 100 countries. The company employs 44,000 people worldwide.
Nielsen conducted an in-store audit, researched interviews with buyers regarding individual factors that can increase the number and volume of purchases in the touch zone and make it more efficient. What came of it?
One of the factors is the “improvement” of the touch zone. According to research by Nielsen, 48% of respondents believe that the product bought at the cash register is not very useful for health, and this worries them. Therefore, it is important for manufacturers and retailers not to be afraid to experiment with the “natural” assortment of goods in the touch zone and form an appropriate offer.
Another important factor is the right range of touch-up products. Traditionally, in the touch zone, customers expect to see both food and non-food products, among the main ones – chewing gum (68%), chocolate bars (61%), candies (39%), chocolate (29%), cigarettes (27% ) and batteries (19%).
For retailers, the checkout area can be an important area for increasing sales and attracting customers to unplanned purchases. Research shows that every fifth buyer notes that they want to buy goods that are not available in the touch zone. Thus, creating an attractive and diverse assortment of goods at the touch zone can increase sales.
Also, seasonal products can be very popular among buyers. In a June study, many shoppers said they would like to see bottled water, coolers with water and soft drinks, and ice cream at the touch area. Sellers can gain additional turnover by including seasonal products in the assortment at the touch zone.
Promotional items can also be attractive to bargain-hunting shoppers. Handy items such as toothpicks, paper and wet wipes can also be popular with visitors.
Technologies for attracting buyers to the touch zone. Special screens near the cash register can recognize the buyer’s characteristics and offer him the most suitable impulse offers for such a target audience. Impulse purchases can also be carried out with the help of non-standard designs of contact areas, unusual placement of goods on the shelves.
Another effective method is to encourage cigarette buyers. Every third customer buys cigarettes at the checkout, but only 6% of them buy additional products at the checkout area.
First, you can use reminders to inspire customers to make additional purchases. This can be done using various methods, for example, placing advertising materials near the cash registers. This will increase the attention of buyers to other products and increase their desire to buy more.
Secondly, you can focus on improving the display of goods in the touch zone. It is important that the goods are well selected and presented on the shelves, using effective display methods such as illuminated shelves or advertising screens. This will increase the “visibility” of products and increase their involvement in purchases.
It is also important to develop the optimal selection of products, taking into account the characteristics of cigarette buyers. For example, you can print additional products with a cigarettes to increase the likelihood that they will turn their attention to other products.
- However, there is one important issue that not every store owner knows or understands.
The cash register area should be well arranged, primarily for the cashier.
Ergonomic racks, on which cash register equipment is usually installed, namely, monitors, POS – terminals, keyboard, barcode scanner, bank terminals, etc., make it possible to optimize the working space and thus create favorable conditions for the realization of factors that increase the volume of purchases.
The LEOS POLE company has been manufacturing ergonomic equipment since 2019, and provides its customers with high product quality according to European standards.
From us you can buy sets for existing equipment, or assemble any universal solution for its installation on the base rack.
Be successful and modern with LEOS products!
