There is a lot more to do at the checkout counter than just checking out.
It’s where everyone making a purchase absolutely has to stop before exiting the store.That forced pause affords CE and appliance dealers a final, ready-made opportunity to engage, present and even cajole an extra question or two about a product from a paying customer who’s already on the hook. And if that area is merchandised just right, time spent by a customer there can lead to some of the highest ticket and highest margin sales in the store.
At appliance and electronics retailer Schaefer’s, Lincoln, Neb., the design of the checkout counter - an octagon with 45-degree nooks where registers alternate with glass showcases - lends itself to the display of small items like dishwasher detergents and refrigerator filters.
“It’s little add-ons that we never used to sell. We used to just turn that business away to the grocery stores,” Steve Kleinschmidt, Schaefer’s electronics buyer, said.