If you’re aretail marketing manager, it’s easy to get swept away in a whirlwind of omnichannel beacons, experiential stores, and the Internet of Things (IoT).  While the future looks exciting, retailers shouldn’t forget to focus their efforts on what they can do now, with the tools at their disposal.  So, let’s talk about “checkout marketing.” The checkout is at the heart of every retailer’s transactions, and when used correctly, it can become a valuable in-store promotional asset, capable of driving more sales just before checkout thanks to the impulse buying mechanism.

“Checkout Marketing”: The Power of

The evolution of the fundA store’s checkout is where transactions are finalized. In the past, when we talked about checkout, we germany telegram data were inevitably talking about traditional cash registers. But now there are mobile POS systems  like Lightspeed, which centralize inventory management, payments, analytics, employee scheduling, and more. One of the main advantages of a mobile POS system is the ability to move transactions and work from any location (even a ” pop-up store “!).

Unfortunately, many retailers don’t think about using the space around their checkout to maximize their in-store marketing efforts .

The Benefits of Checkout Marketing

Have you ever heard of the marketing technique of strategically placing certain products near the checkout?

That’s exactly what “checkout marketing” is. Its goal? To encourage customers to make impulse purchases. When done right, this marketing tactic is powerful: it’s a surefire way to increase your customers’ average transaction value through cross-selling (selling complementary items).

“Checkout Marketing”: The Power of

Pro merchandising tip: Unlike on-shelf items, your customers decide in just a few seconds whether or not to buy a product at the the institution’s employees ne to know which questions checkout—that’s why they’re called “impulse buys.” If you sell low-investment products (e.g., shoe cleaners, gift cards, or accessories), you can place them here.

4 “Checkout Marketing” Tips to Increase Your Sales

1. Eye-catching checkout displays 

You may have already installed displays in your store, but do you know if they caught your customers’ attention?

Stores often fall into the trap of traditional departments. Now is the time to break new ground.

Here are some examples of attractive point-of-purchase displays:

Independent displays

Freestanding displays are installed to create a sensation and direct customers to a particular brand or product.

Source:  WrightObara

Counter displays 

Countertop displays are an effective way to encourage customers to make last-minute impulse purchases. Place them within easy reach, near your checkout.

Source:  Marketing Impact Limited

Floor displays 

This type of “cash register marketing” is very simple: it consists of a container designed to hold and display products. There are many ways to transform a normal-looking container into an attractive display that your customers won’t be able to resist. Take a look at the example below.

Source:  WOW Display

To boost your sales, be creative!

2. Cross-selling

Reserve your checkout displays for inexpensive items that complement other, more expensive items you sell. A shoe store might display shoelaces and cleaning products this way, for example.

Offering items that complement your more expensive products can help you increase the number of customers who purchase those items. Your checkout system can help you discover which of your products are often sold together. Use this information to choose which items to place in displays near your checkouts.

3. Attract customers through loyalty programs

Your checkout is your last chance to make an extra sale, but it’s also a great place to tell your customers about your loyalty program  and the special offers its members receive.

To encourage your customers to participate in your loyalty program, tell them how much they could save on their purchases if they were a member.

Take this opportunity to introduce them to the kinds of member-only offers available. When they become a member, they save money, and the retailer can send them highly relevant and personalized promotional offers via email and text message.

Pro Tip:  Create flyers to place in-store to encourage customers to become members of your loyalty program. 

We created this loyalty program flyer in seconds, using  Lightspeed’s free flyer templates .