A couple days back I wrote about merchandising your cash wrap. And as I was shopping yesterday, I realized I didn’t share my feelings about cash wrap clutter.
I hate cash wrap clutter. And you see it everywhere. There are pens, paper, notebooks, clipboards, schedules, phone books, merchandise to put away, boxes, lattes and more on a cash wrap in many retail establishments. Along with all that “stuff” are brochures, small easel stands promoting a local event and coin collectors for charities.
It’s not what a cash wrap should be. A cash wrap is the final experience your customers have. So don’t make it the repository for all the stuff you’re working on (that should be reserved for a back office if you have one) along with serving as a community bulletin board. If you don’t have a back office, then create a little cubby space underneath the cash wrap where you can keep this stuff and pull it out as you’re working on it. At a minimum get a little cabinet to put everything in.
THE REAL WORLD RETAILING TAKEAWAY
Think of your cash wrap as a hotel check in desk. It’s always clean, clutter free and like retail, it’s the last experience a customer has when leaving a hotel.
At one retailer I worked with, we actually modeled our cash wraps after hotel check-ins, complete with lamps on both ends, computers hidden and a completely clutter free environment (with strict instructions that no work “stuff” like the aforementioned was to be left anywhere on the cash wrap).
And how did that benefit us? The cash wrap not only looked clean and had ample space for product and purses to be placed when checking out, but it could then be used for strategically placed merchandise. You can read more about merchandising your cash wrap here and here.
So get rid of the work “stuff” and all the other clutter – your goal is to create a cash wrap that’s solely focused inward and doesn’t look like the brochure rack in a grocery store.
The net net is that the check out process is the least liked experience for customers shopping – and that’s a fact. The waiting in line, the time it can take to complete the transaction and the attitude of the employee all play into the feelings about your store that the customer walks away with. A clean, clutter free cash wrap speaks volumes about your store experience.
How are you keeping your cash wrap clutter free?