{"id":12880,"date":"2024-07-03T01:42:55","date_gmt":"2024-07-03T01:42:55","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/will-that-be-cash-or-charge-why-what-happens-at-the-cash-wrap-counter-matters\/"},"modified":"2024-07-03T01:42:55","modified_gmt":"2024-07-03T01:42:55","slug":"will-that-be-cash-or-charge-why-what-happens-at-the-cash-wrap-counter-matters","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/will-that-be-cash-or-charge-why-what-happens-at-the-cash-wrap-counter-matters\/","title":{"rendered":"Will that be Cash or Charge? Why What Happens at the Cash Wrap Counter Matters"},"content":{"rendered":"

\"Retail<\/a><\/p>
\n<\/p>\n

<\/div>\n

<\/p>\n

\u201cWill
\nthat be cash or charge\u201d is a familiar line to a lot of us. Maybe not so much for
\nanyone younger than Gen X, but it\u2019s an important question that has grown far
\nbeyond the limitations of credit cards. From traditional checkout counters to
\nelaborate designs, to smart carts that automatically ring up whatever you place
\nin the cart, to reading your palm for payment, our choice of options at the
\ncash wrap is limitless. Let\u2019s take a look at what\u2019s out there today and what
\neach one has to offer.<\/span> <\/span><\/span><\/p>\n<\/p>\n

Location
\nis important in more places than your store\u2019s address. It\u2019s critical on the
\nsales floor, too. The front right side of your store is not the ideal place for
\nyour cash wrap counter. That\u2019s lakefront property, a prime location with the
\npotential to sell more than other areas of the floor. You also don\u2019t want
\nvisitors to think about spending money as soon as they enter, and before they
\nhave had a chance to peruse the sales floor. For those reasons, the ideal
\nlocation for your cash wrap is either at the center of the sales floor, about
\n15-20\u2019 inside the front door, or at the left front of your sales floor, at the
\nnatural end of the shopping experience. In this location, the cash wrap is the
\nlast stop in the shoppers experience.<\/span><\/span><\/p>\n

\n

<\/div>\n<\/p>\n

New
\nYork City\u2019s The Modern Chemist classifies itself as a boutique pharmacy retail
\nexperience, and it is. We found all sorts of things here not commonly found in similar
\nstores. The cash wrap here is heavily merchandised with impulse products, while
\nstill leaving space on both sides for shoppers to place product and their
\nhandbags, totes or backpacks.<\/span> <\/span><\/span><\/p>\n

\n

Because
\nthis cash wrap is product heavy we like that the back wall here is used only to
\nhouse a sign and a clock. This open space gives the eye a break from everything
\nelse that is going on in the store.<\/span> <\/span><\/span><\/p>\n

That
\nbeing said, it\u2019s smart to merchandise the wall behind the cash wrap with the
\nsame care as any other product display. The purpose of this display is to keep
\nthe shopper continually thinking about what you sell, and to encourage impulse
\npurchases.<\/span><\/span> <\/span><\/p>\n

<\/span><\/p>\n

<\/div>\n<\/p>\n

This
\nis Extra Butter New York, a progressive boutique and indie owned lifestyle
\nbrand that combines a passion for film, fashion, and culture. The sales floor
\nis pure theater with red velvet curtains, cinema seating to try on sneakers,
\nand a cash wrap that resembles a concession stand.<\/span> <\/span><\/span><\/p>\n

\n

The
\ncash wrap is flexible, allowing the glass candy counters and back wall to features
\nhats and accessories, or showcase various product lines. It might be the place
\nto pay, but the displays make it impossible not to keep shopping.<\/span><\/span><\/p>\n

\n

<\/div>\n

Chazio\u2019s Boutique Salon in Algonquin, Illinois is another example of strong merchandising
\nbehind the cash wrap. In a creative store this area might be used to hold
\nfrequently forgotten items or to highlight new arrivals or specific categories.
\nIn your store, merchandise or made-up models might replace the clock as a focal
\npoint.<\/span><\/span><\/p>\n

<\/div>\n

<\/span><\/div>\n
The
\ncash wrap at House of Charlemagne, an eclectic and modern home decor store, in
\nSt. Charles, Illinois, is elegant in its simplicity. It sits almost dead center
\nof the sales floor where it is surrounded by irresistible product that turns as
\noften as the sales floor changes. This cash wrap is a table at a comfortable pub
\nheight; a fabric skirt hides the things that commonly need to be stored close
\nby, but out of sight. We love the sign, too. Anyone else remember customer
\nafter customer asking to whom to write the check out? Good times.<\/span><\/span><\/div>\n<\/p>\n
<\/div>\n

\n

<\/div>\n

<\/span><\/div>\n
Mia Vesper, owned by fashion designer of the same name, sells extraordinary clothing
\nmade in NYC from new, vintage and artisan made material. The cash wrap stands
\nout in its simplicity. Bonus: It\u2019s on wheels so it can be moved as the sales
\nfloor changes.<\/span><\/span><\/div>\n<\/p>\n

\n

<\/div>\n

<\/span><\/div>\n
P&T
\nKnitwear is an independent bookstore, podcast studio, event space and caf\u00e9 on
\nNYC\u2019s Lower East Side. There is a moving story about why a bookstore is called
\nP&T Knitwear \u2013 you can read all about it on P&T’s website.<\/span><\/span><\/div>\n<\/p>\n
\n

There
\nare a few things going on in this photo that we like: 1.) You will never forget
\nthe name of the store, 2.) The care in which the impulse items are displayed,
\nand 3.) The letterboard behind the counter lists upcoming in-store events.
\nP&T Knitwear proves that a cash wrap doesn\u2019t have to be a bare space in
\norder to be effective.<\/span><\/span><\/p>\n<\/div>\n

\n

<\/div>\n

<\/span><\/div>\n
Herschel Supply SoHo is the brand\u2019s new flagship store. Its d\u00e9cor features \u201cvintage
\npieces, artist features, and items from journeys all over the world.\u201d The store
\nis narrow, making the right side lake front property non-existent. Instead of
\ndisplays, that side of the sales floor is lined with floor to ceiling mirrors
\nthat visually double the look of the space.<\/span> <\/span><\/span><\/div>\n<\/p>\n
\n

This
\ncash wrap is a work of art that includes a mixture of textures and a place to
\nhave a conversation about whatever you came in to buy. The majority of the counter
\nis at approximately 48\u201d tall, but the dip in the center is 36\u201d, meeting ADA
\nrequirements and making it easier for persons with disabilities to shop
\ncomfortably.<\/span><\/span><\/p>\n

Moving targets<\/span><\/span><\/b><\/p>\n<\/div>\n

\n

<\/div>\n

<\/span><\/div>\n
Who
\ndoesn\u2019t love shopping at Apple where every associate carries an iPhone to
\nquickly check you out and send you on your way? Associates who carry handheld registers
\nmake it easier for customers to pay for goods and services. This isn\u2019t fancy
\ntechnology, it\u2019s available right now. Options include card swipers, bar code
\nscanners, and even printers for shoppers who prefer a paper receipt. Companies
\nyou may already work with, like Square and Shopify offer mobile options, as do
\nmost POS system companies. If you are interested in exploring a mobile option,
\nstart there.<\/span> <\/span><\/span><\/div>\n<\/p>\n
\n

These
\nmobile devices give your associates the ability to go where customers are on
\nthe sales floor, so answering inventory questions no longer requires a trip to
\nthe register. At Home Depot recently an associate was able to tell us where the
\nitem we were looking for was located, how many were in stock, pricing and more.
\nThis helps provide customer service that is quick and convenient.<\/span><\/span><\/p>\n

Line?
\nWhat line?<\/span><\/span><\/span><\/b><\/p>\n<\/div>\n

\n

<\/div>\n

<\/span><\/div>\n
We
\ntook one look at the checkout lines at the World of Disney\u00ae store at Walt
\nDisney World and said \u201cWe\u2019re outta here.\u201d The lines were worse than rides at
\nthe Magic Kingdom. But as we turned to leave we saw the sign above: mobile
\ncheckout to the rescue.<\/span> <\/span><\/span><\/div>\n<\/p>\n
\n

And
\nit was easy: Move to one of the dedicated mobile checkout areas, open the
\nDisney Experience app, scan the item, choose a method of payment, bag it, and show
\nyour QR confirmation code to a Disney Cast Member before exiting the store.
\nDisney even emails you a receipt. Our entire transaction took about five
\nminutes, with minimal wait time. Know what else? Knowing we could quickly check
\nout, we bought more.<\/span><\/span><\/p>\n

\u201cUnexpected
\nitem in the bagging area.\u201d<\/span><\/span><\/span><\/b><\/p>\n

\n

<\/div>\n<\/p>\n

If
\nyou hate self-checkouts, you will be happy to know that you are not alone. Everyone
\nelse hates them, too. And why not? You\u2019re exhausted, why should you have to do
\nall the work when it\u2019s the cashiers job? Good question. Still, self-checkouts
\naren\u2019t going anywhere, but they are evolving.<\/span><\/span><\/p>\n

We
\nfound this latest version of the self-checkout at a Zara store, but we have
\nalso seen them at Uniqlo and H&M. The cool thing about this checkout is how
\nit works: You dump all you plan to purchase in the bin and the device goes to
\nwork, scanning each item using RFID technology. The screen displays items and
\nprice for the shopper to confirm before proceeding to payment. The shopper
\nremoves security tags and bags their purchase. It\u2019s less of a workout than
\ntraditional self-checkout, and to be honest, kind of fun.<\/span><\/span><\/p>\n

\n

 <\/span>Back
\nto the future<\/span><\/span><\/b><\/p>\n

<\/span><\/b><\/p>\n<\/div>\n

\n

<\/div>\n<\/p>\n

Photo: Jumbo<\/span><\/p>\n

There
\nwas a time when conversation was expected at the cash wrap. You can still find
\nit in many stores, but in others, busy lives trump small talk. To some
\ncustomers those interactions are a lifeline. Enter Jumbo, a Dutch grocer that\u2019s
\nstill in the relationship business.<\/span> <\/span><\/span><\/p>\n

Kletskassa
\ntranslates to \u201cChat Checkout\u201d in English. It\u2019s a place where shoppers can spend
\ntime chatting with the cashier while buying their groceries. Jumbo introduced it
\nto help older people overcome loneliness; something necessary in a world that
\nbecomes more digital and impersonal each day. Chat Checkouts can be found in
\n200 Jumbo stores, and some of them have even added chat corners where shoppers
\ncan connect over a cup of coffee. We could use a little Kletskassa here, too.<\/span> <\/span><\/span><\/p>\n

Cash
\nwrap counters are as unique as the stores where they reside. Some are
\nelaborate, some easy and uncomplicated, while others are buried under a mess of
\nmerchandise and piles of paper. In retail, the customer’s’ perception is
\neverything, and your cash wrap counter is more than a place for shoppers to pay
\nfor purchases. What happens during this moment of truth often determines
\nwhether or not the customer returns to shop with you again. It\u2019s a place where
\nrelationships are built and experiences are created. Make yours a pleasant
\nspace that serves both form and function.<\/span><\/span><\/p>\n

 <\/span><\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

 <\/span><\/p>\n

\n

\u00a9 KIZER & BENDER 2024 | Retail Adventures Blog<\/span><\/p>\n


<\/span><\/p>\n

<\/div>\n<\/div>\n
<\/div>\n

\"Retail<\/a><\/p>
<\/p>\n","protected":false},"excerpt":{"rendered":"

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