Palmer Retail Solutions Presents:

A Guide to
Retail
Psychology
A Collection of Our Most Popular Articles
on the Psychology of Shopping

palmerretailsolutions.com
 Table of Contents
1. Psychology of Store Layouts

2. Putting Together the Perfect Floor Plans for Your Store

3. Retail Store Layout and Design Tips

4. How to Create the Perfect Planogram

5. Psychology of Floor Fixtures & Wall Fixtures

6. How Store Fixtures Affect Your Customer Service

7. Why the Right Store Fixtures Matter

8. Psychology of Color in Store Design

9. The Importance of Custom Store Fixtures in Branding

10. Psychology of Store Signage

11. Signage Tips for Your Retail Store

12. The Psychology of Cash Wrap Counters

13. The Best Location for A Cash Wrap Counter

14. Types of Cash Wrap Configurations

15. Contact Us Today

P syc h o l o g y o f S t o r e
L a y o u ts

Successful retailers know it is important to stock the items shoppers want

most, whether thats groceries or the latest trendy fashions. But must-have
merchandise is not enough to ensure success. Your retail store design can
make or break your profitability, because shopping even for the most
mundane items is tied to psychology.

As a result, understanding the psychology of store layouts will not only attract
more shoppers through your front door, but it will give them a more
interesting shopping experience and plenty of opportunities to pick up
impulse items. Here are several tips to turbo-charge your retail store design.

Game Plan For Your Floor Plan

Display arrangements typically fall into three categories a grid with straight
aisles, a loop with diagonal aisles, or a more free-flowing pattern. Especially if
youre a specialty retailer, you may want to custom-design a pattern that
makes the most effective use of your space.

Nonetheless, there are some proven winning techniques that can accelerate
the value of any store layout, starting outside the store:

Dont waste your windows. Display something simple that captures

attention and provides a taste of whats inside.
 Keep your decompression zone the first few feet inside the door
clear, so shoppers can make a mental, as well as a physical, transition from
the outside world.
Just beyond your decompression zone, place some small tables or
specialty fixtures featuring seasonal products or brand new merchandise.
These speed bump displays show customers there are multiple reasons
to venture farther inside, while also encouraging them to slow down and
examine your merchandise. Rotate these displays frequently to keep them
fresh and interesting.
Now display some of your best merchandise immediately to the right.
Studies show 90% of Americans automatically turn right when entering a
store, so you want to make the most of this store layout strategy.
The right-hand wall shoppers see first is sometimes called your power
wall, because it, too, benefits from that first-impression location. Your
other wall space also packs a lot of punch when it comes to drawing your
shoppers eye.

Whatever pattern you choose for your retail store design, remember the
butt-brush effect and make your aisles wide enough to afford comfortable
personal space for shopping.
Putting Together the
Perfect Floor Plans for Your
Store

Successful visual merchandising starts at ground level. Your stores floor plan
determines how appealing a shoppers first look inside will be, and how tempted
they will be to browse and buy. Perfect floor plans depend on your stores size
and shape, but theres more to it than that.

A great layout isnt only about making maximum use of floor space. Its about
creating maximum shopping experience one thats enticing and feels
comfortable for your customers. So what you sell and to whom are also critical
considerations. The best layout for a grocery store is nothing like the ideal plan
for a small boutique. Or a toy store.
The functional side of floor plans.
You can use specialized design software or pencil and paper to create your
layout, but it must be accurately to scale. Otherwise, fixtures and traffic flow may
not work as you envisioned. So measure your space first, noting the location of
any permanent interior structures such as columns, doorways, restrooms, etc.

Every layout is a matter of geometry. You can choose:

A grid pattern that consists of straight or diagonal aisles. These are the most
efficient, for you and for shoppers, so they are good for groceries and similar
stores.
A racetrack pattern that makes it easy for shoppers to naturally
circumnavigate your store.
A free-form arrangement that invites lingering ideal for apparel and high-
end merchandise.

Go with the flow.

Think about traffic flow and the type(s) of fixtures you will be using. Gondolas
lend themselves to a strong aisle pattern, whereas free-standing racks, tables,
and display cases are better-suited to a less rigid pattern. Dont forget that wall
space is part of your floor plan. Your layout should also support loss
prevention, by ensuring good visibility into every shopping area.

Even the best-designed layout doesnt automatically guarantee customers will

browse your entire store. Thats where merchandise displays come into play.
Think about how you will arrange merchandise throughout the interior of your
store. That includes endcaps.

palmerretailsolutions.com
Retail stores that dont have traditional aisles can
still create endcap-style displays. Think of them as
turning points that help shoppers transition from
one display area to the next while simultaneously
offering them something new to browse and buy.

Learn everything you can about these areas plus

the psychological and practical aspects of cash
wrap location. Then, pull it all together, and youll be able to create perfect floor
plans for your store.

palmerretailsolutions.com
Retail Store Layout and
Design Tips

What does your store design say to your

customers?
How your store looks makes that all-important first
impression on shoppers. Does your store layout invite
them to come in and encourage them to stay? Or
does it cause people to walk away?

Good store design is appealing.

Welcome customers with:

Gotta have that! displays that show creative use

of color and placement.
Good lighting that matches the mood of your
merchandise and highlights special displays. Make sure there are never any
burned-out bulbs or buzzing fixtures.
Mood music is great, but not so loud that it becomes annoying.
Good smells, but only if it's appropriate food smells in a spice shop or
restaurant are OK, employee lunch smells wafting from the back room are
not. Your store doesnt have to be overtly fragrant, but it should never have a
smell that puts customers off.
Clean, neat sales areas, dressing rooms, bathrooms and checkout counters.
Keep it spotless, especially the bathrooms.

A fresh interior provides an attractive backdrop for shopping. Unless you're in a

50s resale shop, chipped paint, cracked or broken shelving, flooring or ceiling
tiles and stained carpeting all look tacky and say quality is not important to you.
You dont want customers to wonder if your merchandise may also be dirty or
damaged.

How your store looks and functions defines the total shopping experience.

Having great products to sell and a nice atmosphere in which to shop are just the
beginning. Ultimately, its how customers feel about their shopping experience
that keeps them coming back and recommending your store to their friends.

Customers expect convenience. Give them:

Professional quality signage and clear lines of sight that make it easy to see
where things are and how to get there. Signage is a great marketing
opportunity when it comes to upselling customers, because people can often
see your sign before they see the display.
Aisles that arent so wide your store looks barren, but arent so narrow
shoppers feel cramped or trapped.
Clear walkways, free of stacked merchandise or boxes that can obstruct views
of your displays or trip up unwary browsing customers. Leaving things in the
aisles looks messy, too. Restock before or after hours, so your store always
looks ready for business when you are, in fact, open for business.
 Complimentary carts or baskets, so they can gather more purchases. Or
friendly sales people to hold onto items until they are ready to check out.

Store design that supports a positive, memorable experience helps generate

more sales. So what does your store design say about you?

palmerretailsolutions.com
How to Create the Perfect
Planogram

Planograms are a roadmap for your store. They show how and where products
are displayed on shelves, racks, and hanging units throughout store. Sometimes,
manufacturers provide their own plans to influence how retailers display their
products.

Done right, planograms turn into an invitation to buy for shoppers. Beyond a
logical arrangement of merchandise placing similar items together they can:

Draw customers to newly-arrived or very profitable items

Improve cross-selling opportunities
Prompt impulse purchases
Creating your planogram is as simple as 1-2-3.
1. Measure the fixtures to be included in the planogram:

Depth and width of each shelf or rack section

Number of shelves or racks
Spacing between shelves or racks, or space needed for hanging items

Then measure the packaging of each product or the dimensions of soft goods as
they will be folded or hung. Together, these measurements will tell you how
much product you can put in your display. Or, conversely, they will help you
choose and arrange fixtures to accommodate the amount of merchandise you
want to display.

2. Decide exactly where to put each item. You should consider factors such
as:

Brand
Season
Popularity
Price

3. Draw your planogram.

Make it as basic or fancy as you want. Larger retailers typically use specialized
software for this (and small store owners can, too). A growing number of retailers
are now using 3D planograms to visualize and create in-store set-ups that speak
to total customer experience.

Whatever the format you choose, remember that someone else will be using the
planogram to stock and maintain displays. Make sure to include enough
information so they can do that easily and consistently. Otherwise all your work
will be for naught. For example, you could include a legend showing exactly
which merchandise is depicted. You can also create a broader view planogram
that shows how displays should be placed relative to one another
Try these placement tips.
The perfect planogram depends on your type of store and merchandise. For
instance, a grocer might create a planogram specifically for quick-moving
impulse items at the checkout register. However, a high-end clothing store
would create a very different planogram that encourages browsing and
interaction with displays.
If your customers are adults, eye-level is the best position for most popular or
profitable products. If youre appealing to children, put items down low,
where kids can see and pick them up.
One trend in commodity retailing is placing oversize versions of products
together, rather than with matching regular-size items. Why? Those big
packages combine to produce a bold, eye-catching visual.

Once your planogram is in play, study your sales data alongside the plan to
ensure best-sellers are getting top billing and weaker performers arent taking up
the most valuable space.

palmerretailsolutions.com
P syc h o l o g y o f F l o o r
W a l l F i x t u r e s
F ix t u r e s &

Do you know people who just love to shop? Of course you do. You may be
one of them. These are certainly people you want to come into your retail
store. How you arrange your retail fixtures both floor and wall fixtures can
turn your store into the preferred place to shop, even for those who dont
rank shopping high on their entertainment list. Understanding the retail
psychology of floor and wall fixtures will help you display merchandise
effectively and drive sales from the moment customers enter to the time they
check out.

Retail fixtures help you create an environment that is welcoming, inspiring

and easy to navigate. With the right layout, your customers wont miss a
thing even that last-minute impulse purchase they had no idea they
needed.

Create a layout that draws customers

around the store.
You want customers to easily find what they came for, but you also want
them to browse the rest of your merchandise, so you have to strike a balance.
You can do that with the right arrangement of floor and wall fixtures, using
visual merchandising around signage and lighting, to lead the way and
highlight featured items.
Choose retail fixtures with your customers in
mind.
There are myriad types of display options, from slat walls to mannequins,
shelving to tables, not to mention display cases and racks to hang apparel.
Which ones will be most attractive and functional for your store depends on
the size of your space and the types of products you sell. Dont forget that
todays shoppers love interactive opportunities, so incorporating video
displays or kiosks can really boost your stores allure while helping you sell
more.

Dont make people reach too high or have to reach too far into your display
to pick items. Its inconvenient and, therefore, a disincentive to examine
itemsand its also a safety hazard. For most products, the ideal visual zone
for customer-friendly fixtures is at eye level or somewhat higher.

Mix-and-match floor and wall fixtures are

the most versatile.
Presenting shoppers with a fresh look every time they enter your store keeps
them coming back, because it reminds them there is always something new
to see and buy. What will be new today?

But retail fixtures are an investment, so choosing interchangeable items you

can arrange in a variety of ways will give you a greater return on your
investment as well as more display options. If youre still using the same retail
fixtures you installed when you opened 10 years ago, you can bet your
customers are as tired of seeing them as you are. Old says outdated a word
you never want associated with your store, no matter what you sell.

You might want to use a bona fide antique here and there for a featured
display, but otherwise, modern-looking display units are best to underscore
your fresh look. With the right choices and the right layout, your store will be
The Place to Shop.
How Store Fixtures Affect
Your Customer Service

There is no better customer service than giving people such a great experience
they cant wait to come back. The store fixtures you choose and how you use
them throughout your store set the tone for each customers entire shopping
experience. Your store layout can subtly beckon and lead shoppers on a pleasant
(and successful) browsing and buying journey.

Without proper forethought, however, your layout can create literal and
psychological barriers. No sale there.
How layout works
Fixtures provide the foundation of your stores visual appeal. They make
shopping easier and make sure people get to see all your wonderful
merchandise. This last element is crucial, because impulse choices represent an
increasing percentage of retail sales.

There are two basic ways to arrange your fixtures.

Grid layout typically features gondolas or similar shelving units, slat grid and
wall-mounted fixtures that help give depth to display areas, so this layout
makes it easy to visually divide your store into departments. A grid setting is
designed to enhance self-service style shopping such as in grocery stores, where
little customer interaction is needed or expected.

Informal layouts can form a variety of geometric patterns that draw customers in
a generally circular pattern from the entrance throughout the store. Specialty
stores like this layout because:

1. A more informal arrangement encourages browsing. Customers feel

comfortable enough to stroll around and see everything, and theres plenty of
room to stop and inspect items that interest them.

2. By using lower profile store fixtures toward the front and keeping taller units
in the back and along the walls, employees can see where customers are
browsing. That makes it easy to approach them for personal interaction. They
can show customers how the accessory works on their phone. Or cross-sell:
That color looks great on you, did you notice we have a brand new sweater in
that same shade?

Theres one critical factor that says customer service in ways your store fixtures
cannot. Your people. Happy, well-trained sales staff add the all-important human
touch that seals the deal with shoppers. You can show off your customer-centric
service right off the bat, by greeting everyone who enters with a friendly hello and
smile. That gives you an immediate connection with each customer.

Interactive in-store opportunities of the electronic kind are much-appreciated

today, too. Fortunately, there are innumerable ways to incorporate video displays
and touchscreen kiosks to augment traditional merchandise displays and enhance
customer experience.

Remember that fixtures (including mannequins) are there to show off

merchandise, not compete with it. Augment them with color, but dont overdo it.
Colors and your stores overall look should consistently reflect your brand. Add
LED shelf lighting to highlight products. And use space-saving digital visuals and
backlit posters to show merchandise in real-life scenes. That helps customers see
themselves in the picture.

Finally, store extra inventory down low and use higher-up shelves for
suggestive displays that cross-sell. That way available merchandise is always
within easy reach. Now thats great customer service.

palmerretailsolutions.com
Why the Right Store
Fixtures Matter

Using the right retail store fixtures can make all

the difference between enticing shoppers to
come in and browse or turning them away at
the door.

The first thing customers want to see is an

overview. What kind of store is this? What types
of merchandise do you have to offer? Giving them that comprehensive panorama
first enables them to see how your store is organized. That sets the stage for
step two attracting their more specific interest in your merchandise on display.

Psychology of Floor and Wall Fixtures

The right store fixtures, strategically placed, create immediate visual interest.
From there, the floor and wall fixtures you choose and how you arrange them
invite shoppers to explore further.

Floor fixtures create a framework to show off merchandise, and they literally
create pathways for your customer to follow.

Wall fixtures provide background in addition to housing items for sale.

Creating merchandise scenes or categories helps your customer focus, pulling

their eye from the broad panorama toward middle distance displays. That
introduces the element of choice, guiding your customers attention and their
feet farther into the store and encouraging browsing. As they move around
your fixtures, they are able to zoom in even further on individual items on
display.
Match Layout to Merchandise
While the right layout can direct customer flow, different types of merchandise
invite different types of customer interaction. So the fixtures you choose and how
you organize your store depends on what you sell:

Grocery and similar stores use a grid layout products lining the walls and
lengthy rows of shelving that create multiple parallel aisles.
Loop layout takes shoppers in a more-or-less circular path from the entrance
through the store and back to the entrance/exit. There is a single aisle, off
which there may be short display spurs.
Spine layout has a single central aisle, with side aisles leading to distinct
merchandise sections.
Smaller retailers typically prefer the less structured free-flowing layout, which
allows customers to find their own way (led subtly by fixture groupings,
specific merchandise displays and signage). Any small retailer can learn a lot
from this before-and-after case study.

Fine Tuning
So youve chosen the right retail
fixtures and designed an enticing
layout. How do you know its
working? Whether youre a major
retailer or a tiny boutique, its
important to track your customer
flow in order to understand how well
your arrangement is performing.
Analyze information such as total
number of visitors and which areas
of your store are visited most and
least frequently.

Armed with factual data, you can see whats working and which fixtures or layout
details need to be modified to improve sales.
 h o l o g y o f C o l o r i n
P syc
S t o r e D e s ig n

Color has amazing power. How you use color in your store design can
dramatically affect whether customers stick around long enough to look
around, and whether or not they decide to buy. That means you cant just
paint the walls your favorite color and expect to succeed. You have to
understand the psychology of color in store design, and consider how your
customers will subconsciously interpret your use of color.

Consider these statistics:

Customers get a feel for your store within 90 seconds of entering.

Research indicates that color is solely responsible for somewhere between
62% and 90% of that first impression.
Color accounts for as much as 85 percent of the reason we choose to buy
one product instead of another.

Color can generate excitement or calm, happiness or anxiety. One thing

thats certain, though, is that the psychology of color is a proven science. And
that means you can rely on the facts of color to create exactly the right
shopping environment for your customers.

The 80/20 Rule

There are multiple ways you can use color to influence shoppers. You can
create an atmosphere that invites people into your store, showcase certain
products, and reinforce your visual branding.
Different colors evoke different emotions, and you can use that to your
advantage throughout your store design. Some colors are soothing, or
convey a sense of reliability or good health. Bright colors are cheerful. They
draw the eye, causing shoppers to stop and pay attention. Too much,
though, and customers can become overwhelmed or anxious. If they are
uncomfortable, they will leave, and studies show they are much less likely to
return.

So, use neutrals as your primary colors thats the 80 percent and use
accent colors only for the remaining 20 percent. The key is to choose a color
scheme that appeals to your target audience and makes your merchandise
pop. Think about the color wheel. You can choose a monochromatic scheme,
pick colors that are similar to one another, or choose complementary or
other opposing hues.

Color Improves Signage

Did you know that advertising that includes color is
42 times more likely to be read, and understood,
than black-and-white ads? Your signs are in-store
advertising that communicate important
information to shoppers. They indicate the location
of your restrooms or dressing rooms, and key
merchandise areas. Smartly used as part of your store design, they can also
draw shoppers toward featured displays or stop them in their tracks, right in
front of a specific item.

For example, red is one color that can set peoples teeth on edge if
overused. But have you ever noticed that sale signs are always red? So are
stop signs, because red has the power to arrest our attention.

Used well, color sells your store to prospective customers. It makes them
comfortable, so they want to shop and spend. And it literally sells your
merchandise. However, the merchandise itself should always be your most
prominent visual. If your dcor is too showy, it could overshadow your
products instead of highlighting them.
The Importance of Custom
Store Fixtures in Branding

As much time and thought as you put into selecting exactly the right
merchandise for your store, why would you consider anything less than custom
store fixtures to display that merchandise? Your brand is your identity your
reputation and only custom store fixtures can accurately convey that unique
branding.

Competition is too tough for your store to

look generic or bland.
What you choose in the way of store fixtures and how you customize them
creates an attractive, comfortable, efficient atmosphere that sells, whether youre
selling groceries, sporting goods, shoes or jewelry. Shoppers can easily find what
theyre looking for or spot something unexpected they feel compelled to
investigate up close.

You must stand out from others, but in a way that is true to your brand and
clientele. What does your customers comfort zone feel like? Warm and cozy,
practical and efficient, sleek and sophisticated, trendy, or offbeat? Customization
ensures a consistent, coordinated look that matches your customers
expectations.

Display fixtures are not merely something to hold your merchandise. To sell
successfully for you, they have to be part of your store planning process from the
beginning. Waiting till everything else is finished to think about and buy fixtures
will leave you with an overall look that simply does not work. The fixtures may
mar the environment youve tried to create, rather than serving as key
establishing elements.
Consistency is no accident.
Strong branding helps products sell themselves. That means your fixtures have to
consistently reflect your business marketing and persona in order to spark
recognition and desire. Any fixtures from gondolas and showcases to wall units
and freestanding kiosks can be designed to reflect and reinforce your brand.

Custom store fixtures enable you to play around with color and move around
arrangements, so you always present returning customers with something new,
even though the underlying theme remains consistently familiar to them. A fresh
look tells prospective shoppers your merchandise is fresh, too.

Expert guidance ensures proper

customization.
If youre in retail, you undoubtedly have a good eye. Nonetheless, selecting
and arranging fixtures is both an art and a science. It takes experience in both
store and fixture design to pull everything together in a way that creates
maximum impact and provides an atmosphere and shopping experience that
entices customers to stay and buy.

Professional help ensures you start with the right store layout, so you can make
the most of whatever fixtures you choose. Even if custom design costs a bit more
upfront, this is an investment in your stores ability to drive profits. Very small or
brand new retailers can consider customizing used fixtures to stretch your
budget.

Some stores are filled with one-of-a-kind merchandise. Most stores, though, have
competition so people have a choice whether they buy from you or
somewhere else. But custom store fixtures can differentiate your store, creating
an eye-catching, pleasing atmosphere that makes your products stand out and
makes your store the preferred place to shop.
P syc h o l o g y o f S t o r e
S ig n a g e

How can you increase sales and give your customers a satisfying in-store
experience? With signs that appeal to their planned and unplanned shopping
needs. Done well, store signage can assure your success; but done poorly,
signs can sabotage your stores environment and deaden sales. The key is
understanding the psychology of store signage.

Some store signage is purely practical, but signs can also educate shoppers
about your products, lead them to more merchandise they might like, and
dramatically influence their decision to buy. Thats why perfecting your signs
is a direct route to increased sales and greater profitability.

What can you do?

To understand which colors are most effective for different types of signs,
learn how different colors affect us. Signs carry a message in words, but they
also convey images and mood via color.

Think the importance of color is overstated? The psychology of color and its
influence on consumers has been documented in numerous scientific studies.
For example, youve probably read that blue evokes feelings of
trustworthiness, no doubt why so many banks use blue in their color schemes.
And, in fact, one study published in the Journal of Business Research showed
customers are 15% more likely to return to a store that uses blue than one
that uses orange in their color scheme.
Impulse buys: Give them what they want,
even if they dont know what that is.
The more visible your merchandise is, the more likely people are to buy. That
seems obvious, perhaps, but store signage can boost visibility in important
ways. For shoppers who know what they want, signage leads the way. But
you also want to lead them past and directly to impulse buying
opportunities.

Capitalizing on impulse buys is critical. One analyst says impulse shopping

accounts for as much as two-third of all purchases.

Ensure your store signage sends the right

message:
Double-check to be sure signs are level.
Post them at a comfortable height not so high that they obstruct cross-
store visibility or customers miss them altogether, but not below waist
level. Next to or just above your display always works.
Use a simple bold typeface thats easy to read from where customers will
be standing. If your official corporate font works well on signs, use that to
reinforce your branding. But consistently use a single font for all your
signage.
Replace signs the minute they start to look worn or faded, because like
everything else they reflect your stores quality and attention to detail.
Refreshing signage as you change the merchandise in your displays is an
easy way to retain a sense of newness, so your store signage doesnt
become invisible to regular shoppers.

The more you know about the psychology of color and store signage, the
more effectively you will be able to combine them to drive more sales -- from
customers on a mission to buy and from customers who had no idea they
wanted those impulse items they just purchased. Its all about psychology.
 a g e T i p s f o r Y o u r
S ig n
R e t a il S t o r e

Clear, concise, and compelling signage can be your greatest asset to drive
customers to your retail store. Signage gives customers a reason to choose
your store over the endless options of competitors. Signage should facilitate
the shopping process by conveying the message of your retail store. Signage
should be front and center in your window display. Good retail signage tells
customers what or why they are looking at a selection of merchandise.
Signage Tips for Your Retail Store
Keep it short and sweet.
Choose fonts that are easy to read. Simple and clear font characters will
attract customers to your message, followed closely by the product. If the
sign can't be read in one glance, customers will move on.
Make your sales pitch. Why should the consumer buy your product?
What benefits will it give them?
Personalize the message. You want customers to visualize themselves
using the product in question. Use the words you and your in the copy.
Test and revise. Ask for second, third, and fourth opinions. Confirm that
the sign is visible from different angles and that it can be seen from a
significant distance.
Add personality. Your signage should serve as an extension of your
branding. Keep a similar look and feel to the signs that is consistent with
the store.

Proper signage usage can drive customers to your store and increase brand
awareness. Use these tips to create signage that engages the customer and
improves sales.

palmerretailsolutions.com
 h o l o g y o f C a s h
The P syc
W r a p C o u n t e r s

The cash wrap counter or check-out counter in the minds of your

customers is one of the most important elements within your store. Even
though its the last stop for shoppers, it can make or break their positive
experience, serving as a point of sale as well as a point of purchase. How you
configure cash wraps and where you place them requires some smart
psychology on your part.

Cash wraps send several messages to

customers.
They should be attractive, easy to find and convenient for both customers
and employees to use. Studies show most customers head to the right when
entering a store, so locating your cash wrap counter to the left, but not right
inside the entrance, enables shoppers to circle through your merchandise
displays and arrive at the counter on their way out.

Depending on your stores layout, another location may be more

appropriate, but you certainly dont want to give up your most valuable
merchandising real estate for the cash wrap area.

If your store is a square shape, centering the cash wrap might work well,
unless security considerations indicate it should be closer to the
entrance/exit. And, of course, very large stores often have multiple counters
strategically located throughout the shopping area.
Cash wrap counters should offer plenty of space. Customers will need
enough room to comfortably:

Set down their items, even if they have an armload.

Write a check or sign a credit card slip. If you use a card reader, it should
be within easy reach. The Americans with Disabilities Act requires some
stores to offer a writing surface between 28-30 inches high, but you can
accommodate this with a pull-out shelf or by offering a portable writing
surface.

Sales staff need enough room to:

Position computers, cash registers or other relevant equipment or tools,

and add equipment to accommodate shoppers quickly during busiest
periods.
Efficiently scan and wrap items. Often cash wraps have a separate counter
space for wrapping and packaging merchandise.

Clutter says youre disorganized. Shoppers might wonder if youll makes

mistakes ringing up their purchases or if their items will get dirty. Its good to
encourage a little last-minute purchase by displaying high impulse items on
or adjacent to the counter, but keep it to a minimum, so it doesnt intrude on
your usable space.
Choose cash wraps that enable you to hide electrical cords, etc. that look
messy and could cause an accident. Many cash wrap fixtures also include
shelves for returned merchandise, wrapping materials, and drawers to house
pens, staplers and other small items. Keeping drawers closed and adding
cabinet doors that hide storage shelves make cash wraps look more
professional.

Visuals are a major factor in creating a

wonderful customer experience.
Cash wraps should incorporate the same design and materials as your other
store fixtures. Display your logo or store name on customer-facing sides, to
reinforce your branding.

Lighting affects the functionality and appearance of cash wraps. In addition

to general overhead lighting, you may want to add task lighting specifically
for counter workspaces or small spotlights to draw attention to impulse item
displays.

No matter how much or how little interaction your sales people have with
customers as theyre shopping, you always have personal interaction at the
moment of purchase. Properly thought-out and attractively designed cash
wraps will send each customer out the door with a positive experience that
will encourage them to come back soon.

palmerretailsolutions.com
The Best Location for A
Cash Wrap Counter

The Right Place For Cash Wrap Success Is Not

On the Right
Psychology plays a key role in the success of your retail store from the display
windows that beckon potential customers inside, to
the way you display merchandise, to the
location you choose for your cash wrap
counter. This final step in your shoppers
journey is the last thing they see, so it has
to leave them savoring a positive
experience. Done right, it can leave you
with additional revenue, too. To some
extent, the best location for your cash wrap depends on the size and shape of
your space, and what kinds of security concerns you may have. However, except
in a few very specific circumstances, the worst possible cash wrap location is to
the right of your entrance.

American shoppers are right-minded.

The vast majority of your visitors will turn to the right after entering your store, so
its critical to show them tempting merchandise right away to bring them farther
into your aisles. And no matter how you lay out your displays and travel paths,
shoppers generally circulate counter-clockwise, winding up on the left. And
thats a great location for your cash wrap. Not right next to the exit, but about 12
to 20 feet inside.
Your cash wrap is a sales tool, not just a stand
for your computer.
Smart retailers know they can significantly increase revenue by cleverly
merchandising their cash wrap area. Your customer has already made one or
more buying decisions, so theyre primed to purchase. You can prompt them to
pick up just one more thing or two, or three by displaying accessories or
impulse items where they are easy to see.

The key is to display last-minute items so they are readily accessible without
giving shoppers too many confusing opportunities and without encroaching on
the practical space needed to complete your sale transaction.

Cash wraps send multiple messages to

customers, so follow these tips to make
your cash wrap as appealing as
possible:

Make sure theres enough counter

space for customers to comfortably
set down their purchases. If they feel
squeezed, they may think theyve chosen too many items and decide to put
some back.
Keep it clean and tidy, so it looks welcoming. Get rid of clutter, and put away
customer returns before they pile up.
Proper lighting with good overhead illumination, task lighting and accent
lights for impulse items or important signage.
Dont stand behind the counter when you arent needed, because it puts a
subtle barrier between you and your customer.

Understanding the psychology of the cash wrap will help you transform it from
purely practical to a revenue center. But remember that a successful store layout
requires more than the right cash wrap counter location. Its a total package that
helps your customers find just what they want (and maybe a little more), and
enjoy their time with you, so they look forward to returning.
Types of Cash Wrap
Configurations

Cash wrap configurations can be virtually

anything you want, which means you can
design them to perfectly match your
functional needs and also the look and
atmosphere of your store.

Exactly where you put your cash wrap

counter and which configuration you
choose will depend on the size and shape
of your retail store as well as which activities you need to handle at the counter
area.

What shape do you want?

Cash wraps can be designed in three basic configurations:

A single countertop or cabinet surface, placed parallel or perpendicular to the

wall or as a free-standing island.
A two-part unit one section parallel to the wall and another free-standing
unit placed in front, facing the customer.
Three-part design that encloses the two-part unit on one side, creating
horseshoe.

Two or three-sided configurations are best if you need more than one payment
station, and a U-shape improves security by restricting access behind the
counter.
You can build your cash wrap counter as a simple, level countertop or add a
desk-type section, but youll also want a cabinet that contains drawers and
shelving with doors -- to keep extra supplies out of sight. Recessed top shelves
are useful for hiding electrical cords, and adjustable shelves are handy for
holding hangers, returned merchandise or wrapping supplies and bags.

How much space do you need?

What needs to happen in this area? You need enough room on the cash counter
to hold at least your cash register or computer and your customers purchases.
Allow at least 2-1/2 to 3 feet of counter length for customers. If there isnt
enough room for all their selections, they may feel as if theyre purchasing too
much, whereas larger space may subtly tell them theres room to buy more.

Its smart to include some space to display one or two small impulse-buy items
and sign-up cards for your email list. You may also want to incorporate a small
digital sign or kiosk, so customers can watch a short promotional video or new
merchandise photos while youre completing their transaction.

Do you sell merchandise that needs to be wrapped

as well as bagged? Youll need extra space for that
do not use the same space you provide for
customers to set their items down. Counters are
usually 30-36 deep, and cash wraps designed
with parallel counters should provide at least three
feet of space between them, so employees have room to move around, bend
over to access cabinets, etc. This minimum distance also meets Americans with
Disabilities Act standards.

Cash wraps can be right near your entrance, to serve as a greeting station as well
as a pay-and-package area. More commonly, though, theyre placed near the
front of the store but far enough from the entrance to enable customers to
comfortably step inside and move around before arriving at the counter.

With the right configuration, your cash wrap counter will serve customers
smoothly and efficiently as they complete their shopping experience with you.
 Contact Us Today
No matter your question, we have the
answer. Send us a message today to start
working on the perfect solution for all of your
retail needs.

SEND US A MESSAGE

palmerretailsolutions.com