Checkout signage

Effective Signage in Acrylic Sign Holder at Your Store’s Checkout Counter 

Checkout counter purchase, often impulse buys, make up a surprisingly large share of most retail stores’ revenue. By designing your checkout counter to encourage purchases, you can add a significant amount to your business’s bottom line.

There are a variety of strategies to increase checkout counter impulse buys. One of the most widely used is to train staff to highlight special offers and deals that appeal to customers. This produces real results, but it’s far from the only option available for your business.

Another option is to use in-store signage to draw people’s attention to special deals, discounts, add-on products and other inexpensive, high-margin items that make up the bulk of checkout counter sales.

Which tactics work the best? Which should your business use? Below, we’ve listed three ways for your business to inspire more customers to make high-margin, impulse purchases as they reach the checkout counter.

Use bold, high-visibility signage

In order to market any product, you need to attract attention. This is particularly true for retail checkout products and offers, where you have a limited amount of time to attract the attention and interest of customers.

Make your checkout counter signage stand out by using bold, high-visibility color combinations such as red and white, blue and white, black and white or other high-contrast choices. You win no points for subtlety in a situation like this, where attracting attention is goal number one.

As well as using bold color combinations, using unusual, eye-catching shapes is a great way to draw more attention to your add-on products. Starbursts, hexagonal signs and other shapes are all ideal for attracting attention and inspiring customers to buy add-on items.

Market two-for-one and other special deals

For the most part, value for money is a relatively weak motivation for customers. Few undecided customers can be convinced to buy a certain product because of its value for money, whereas a deeply emotional connection of sense of motivation can sway many customers.

However, this isn’t completely true for impulse purchases. Since many customers buy products at the checkout counter because they’re so inexpensive, value-based special offers like 2-for-1 deals can be highly effective.

From large discounts to buy-one-get-one-free offers, consider marketing your checkout counter add-on products using a special offer. Combined with eye-catching signage, this type of offer is often all it takes to double or triple the conversion rate of an add-on product.

Create a sense or urgency

Whether consciously or not, customers understand that they have a limited amount of time to make a decision at your checkout counter. You can use this to your advantage by creating a sense of urgency in your marketing materials.

Instead of displaying a price or value-based sign, use your signage to communicate that this is the last chance for the consumer to buy a specific product. Direct statements that would usually seem too powerful (for example, “Last chance to buy!” can be highly effective.

Just like shoppers often impulsively respond to a great deal, many customers will respond to a retail sign that creates a sense of urgency. This technique can help you add anywhere from one to 10% to the total sales volume of add-on products placed near your retail store’s checkout.

How optimized is your checkout counter?

From fundraising for charity to selling high-margin add-on products, it’s surprisingly easy to add extra revenue and achieve goals using your store’s checkout counter. Since customers need to spend time there to buy anything, not doing so is something of a wasted opportunity.

Is your retail store’s checkout counter as optimized as it could be? Apply the three tactics above to your checkout counter to increase sales of add-on items and earn more revenue from existing customers.