Store management

The counter of your store: where, how and what to put in to increase your sales?

14 December 2020 / per Cerdá Group

The story about our store, how we communicate with our customers, or even how we arrange the store counter.

At Cerdá, we have many tips and tricks for increasing sales, but none of them work if customers don't buy products. You need to have a sales culture, especially in a Covid-19 pandemic with limited traffic and high spirit.

The strategic placement of each and everything in stores such as counter, display, shelves, furniture and decor appeals the buyer to move in one way or another and take a specific tour of our store. In this article, you will go through the keys to strategically organize your store counter and designing a route that drives sales. Retailers can use this knowledge to design more effective strategies, to boost sales and customer satisfaction.


Your store counter design matters!

Your store counter design and vibe is important. Customize your counter with vibrant colors and creative decorations. It's up to you to decide which playstyle you choose: professional or playful. 

Let your personality emerge. This will help customers remember you and your brand. Whatever style you choose, keep it the same from your store to your website. For example, if you sell women's clothing and use hot pink as your main color. Make this the main theme of your site as well.


Think about the location of your checkout

The location of your checkout store counter is just as important as how it looks. Location can increase customer purchases and improve the overall store experience. Research has shown that most shoppers visit the store in a very predictable manner. From the entrance to the store, they usually start on the right side and follow a counterclockwise path throughout the facility. So a good checkout spot is on the left side of the store, 12–20 feet from the exit. This placement ensures that the buyer has studied most of your store before making a purchase. If you are concerned about theft, you can also place the cashier further inside the store, closer to the back. Placing the checkout store counter in the center of the store is also an acceptable alternative. 

An added benefit of this scenario is convenience in case customers already know what to buy and want to place an order quickly.


Make your store counter-seasonal

Store counters are a natural place to adapt your store for the season. Seasonal items help keep your store looking fresh and add a touch of freshness to your customers. For example, during the winter holidays, you can display gift boxes or lanterns. In February, you can supply roses and use the red color motif for advertising Valentine's Day

Setting up your store for the seasons shows shoppers that you care about the same things they do. You can also negotiate changing decor for special discounts or sales.


Place popular but inexpensive items at the entrance

Encourage customers to make small, impulsive purchases and sell more by triggering what psychologists call "buying thinking". Psychology claims that after people have made a purchase, regardless of the size, they are more likely to buy more. Take advantage of this effect by placing inexpensive, popular items at the entrance of the store.


Place small but Eye-Catching products on your store counter

The best impulse products are self-explanatory, small and inexpensive. Customers can easily take products and add them to their cart. For maximum appeal, use highly visible, attractive packaging with eye-catching signage, such as a sale or a major product advantage.

Bonus tip: Eye-level is buying level. Products at eye level will sell better. Therefore, if you are trying to sell products to children, consider their average height and intimidating packaging.


Ensuring customer loyalty

Rather than employees actively selling more at the checkout, you could invest in future sales by offering free loyalty programs instead. You can offer customers the option to sign up for the program for a chance to earn points, coupons, or access exclusive sales and events. These programs provide you as a retailer with the following benefits:

  •   They reward loyal customers.
  •   They improve communication between the store and the customer.
  •   They make clients feel caring and important.
  •   They create incentives to spend more with special offers.

You cannot increase sales that day. But you're really opening the door to long-term customer loyalty and future sales. A number of supermarket brands say their loyalty programs are partially responsible for the growth in profits and share in the company.

Use these keys by Cerda to make the most of the space you have and, most importantly, customize it to suit your customers' behavior.


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