Counter Intelligence

Counter Intelligence

They’ve been called check-outs, cash/wraps and counters. They come in all sizes and shapes, in all colors and materials. In fact, they are one of the most important customer service areas in your store.

Location

The best position for a cash/wrap counter depends on the shape of your store.

A counter on the left wall best serves a long narrow store. The reason for this is simple. Customers move to right upon entering a store. They then move counter-clockwise around the store. The cash/wrap counter should be placed at the end of their shopping journey – the left side.

If the store is square, place the counter in the middle. Central counters give salespeople good visibility to all areas of the store – front and back. Place them in the middle third of the store where the density of product is the greatest.

Shape

One of the most effective configurations is a rounded U shape with a rectangular counter behind. Curved surfaces are inviting to customers. They tend to draw them in rather than close them out as hard edged square counters can often do.

Counters placed by the wall are often L or rectangular shaped and usually smaller than central counters.

Counter tops can vary in height but one of the most convenient configurations for both salespeople and customers is the two-tiered counter. It has a working counter from 34” to 38” high. This is a convenient height to place purchases, purses and packages and accommodates the cash register, credit card validator and phone. A ledge 8” higher makes a convenient platform for check writing.

Color/Materials

Formica is an enormously useful counter material. It cleans well, resists fingerprints and comes in an infinite variety of interesting finishes.

Metal counters look good but have drawbacks as a counter material because they tend to show fingerprints making maintenance a problem. More importantly, metal is cold to the touch and that can be a turn off to some customers.

Signage

The name of the store should be prominent at the counter either on the wall, on the countertop, on top of the register, hanging from the ceiling or anywhere it can be seen easily.

Statistics show that 80% of people polled in a retail store don’t know the name of store they’re in.

Maintenance

Have a place for everything – bags, tags, boxes, wrapping paper, pencils, stamp pads, rubber bands, staplers, etc. underneath the counter top. Keep cleaning supplies handy for quick fixes.