Turn Browsers Into Buyers: Engage Customers at Checkout

In any retail store, the checkout counter is valuable real estate. Each customer has to visit one to purchase an item, meaning everyone who enters the store will see the products for sale in that specific area. The checkout counter is also a time-sensitive location, where customers have to wait their turn to checkout and feel pressure to make last-minute decisions.

With the right checkout counter display, businesses can make their products shine, turning browsers into buyers.

The Psychology Behind Purchasing Decisions

It’s no secret that shopping involves various psychological elements that guide the buyer through the process. While many customers have a list of items they want to purchase when they head to a store, they’re also likely to walk away with a few extra items than intended — and that’s by design. These impulse buys are largely based on emotion and gratification, and companies can capitalize on that feeling to sell their products, particularly in places like the checkout line.

Say a person goes to the supermarket to pick up their weekly groceries. When they arrive at the checkout line, they see an eye-catching candy or gum display and bottles of soda neatly arranged in a mini fridge. Suddenly, grabbing a pack of mint gum and a bottle of their favorite drink seems appealing, and since they’re about to check out, they make the quick, spontaneous decision to add both items to their cart.

This person may have previously walked past the snack and drink aisles when shopping, and they could’ve browsed the products at checkout without much interest, but thanks to the right display design and branding, they became a buyer. 

By presenting items in an appealing, interesting manner, businesses can showcase their products, invoke emotional responses and gain new customers. In a time-sensitive place like the checkout line, creating the right checkout counter display is imperative.

Top 3 Ways to Create an Engaging Checkout Counter Display

Whether it’s a retail store checkout counter for electronics or beverages, the setup makes all the difference in engaging customers. 

1. Choose an Effective Display Option

One of the most important considerations is how you choose to display your products. The right display option will maximize checkout space, so you can put out as many items as possible and highlight your products versus the competition. Depending on your specific product and the store you sell it in, different display options may suit your needs more than others.

• Counter displays: These displays sit right on the checkout counter or a nearby shelf, meaning customers will immediately notice them as they start checking out. Made from durable corrugated cardboard, businesses can customize their counter displays to fit their products and showcase their brands. Try using counter displays for smaller items, like individually packaged desserts or beauty products.
• End cap displays: Often positioned at the entrance of the checkout line, end cap displays allow customers to see items before they check out so they can quickly add them to their carts. If they walk by the checkout line while shopping, they may even pause to grab an item from the display and then continue on their way. These displays can hold various products, from pencils and pens to dog treats to travel-size shampoos.
• Other types of displays: Beyond counter and end cap displays, companies can choose from bin displays, sidekick displays, floor displays and many other effective options. If you sell a unique product and want to highlight it in store checkout lines, a custom arrangement may be the best choice to boost product awareness and encourage impulse buys.

2. Focus on Branding and Colors

When a shopper arrives at the checkout line and passively browses nearby products as they wait their turn, only the items with the most engaging branding and colors will stick out to them. This is especially true for items that are new to them — they’re likely to gravitate toward products they’re already aware of or have bought before, but the right design can encourage them to make the leap and choose the unknown.

While designing your checkout product display, keep the following in mind:

• Consistent branding that clearly represents your company and sticks with customers
• Product details that quickly inform customers of what they’re buying
• Eye-catching colors that suit your product and overall company branding

Sometimes, vibrant shades like red and yellow paired with a flashy font will be the most effective approach for a certain product. Other times, the branding and colors might need to be toned down a bit to make a positive first impression on shoppers. Try testing different approaches before you commit to a design so you can build the most engaging checkout display possible.

3. Highlight the Right Products

If your products seem out of place at checkout, you might fail to catch shoppers’ attention and convert them to buyers. Engage customers at checkout with a curated selection of products.

Generally, small and convenient items customers can purchase and use instantly or toss in their bags for later work best. These items might be gifts or “extras” that customers expect to find near checkout or would be excited to see before they leave the store.

Some examples include:

• Accessories.
• Candy, gum and other small food items.
• Cosmetics, such as lip balm.
• Gift cards.
• Greeting cards.
• Individual beverages.
• Magazines.
• Tape and other small office supplies.

Consider which of your products would be most effective at a checkout counter. For example, maybe you sell various camping products, including carabiners and bungee cords. Those items would be ideal at the checkout counter in an outdoor sports retailer or hardware store — customers would be able to quickly grab them before they head out on their next adventure.

Similarly, make sure your checkout counter display and products complement each other. If the display can’t hold enough items or your products don’t fit into the slots or shelves, you’ll want to look into other options for a cohesive, eye-catching and compelling arrangement.

Get Customers’ Attention at Checkout With Creative Displays Now!

Curating the most engaging checkout display for your products takes a lot of work, but the right partner can help simplify the process. Creative Displays Now! has over six decades of experience creating point-of-purchase displays for businesses selling numerous products, such as beverages, pet supplies, electronics and more. We’re here to help you find and create the perfect checkout display for your needs.

Built with sturdy corrugated cardboard, our array of product displays includes options for every kind of product and situation. All Creative Displays Now! product displays are custom-built to client specifications, and we’re with you every step of the way, from design to distribution. Let us help you build attractive checkout product displays that convince customers to buy.

Browse our display solutions, and reach out to us for a quote today to get started.