Department in the checkout area of ​​a supermarket near the house. The checkout area is the main place in the store. Location of commodity zones

21.04.2015

Photo shoot: the best solutions in the design of the cash register area

Photo 1 Rimi SC Alfa hypermarket, Riga, Latvia. Stylish and neat solution for the cash register area of ​​a hypermarket 6000 m2 in one color scheme (cash registers, checkout boxes, checkout numbering) + powerful service for the buyer (service table at the end, waste basket):

Photo 2 Rimi hypermarket Riga, Latvia. 2 cash desks are located sequentially in pairs and steps for a hypermarket 3000 m2:

Photo 3 Ipercoop hypermarket, Italy. The cash registers are not burdened with checkout stands and create a space in front of the cash registers in tents and under umbrellas. take off zone for the May season:

Photo 4 LeСlerc hypermarket, Italy. Fit-in solution large column in a cash tandem. Cash desks are not burdened with checkout stands and create a feeling of lightness and openness of spaces!

Photo 5 Whole foods market hypermarket, USA. Line self-service express checkout :

Photo 7 Wholesale Shopping Club cash&carry Magnum, Astana, Kazakhstan. Cash register tandems, well-fitted racks in the checkout area, frames and cigarettes in boxes, pneumatic mail and cash control video cameras -:

Photo 8 Wholesale Shopping Club cash&carry Magnum, Astana, Kazakhstan. Cash register tandems, well-fitted shelves in the checkout area, frames and cigarettes in boxes, pneumatic mail and cash control video cameras - full service functionality of the cash register (Trade Help solution) :

Photo 9 Wholesale Shopping Club cash&carry “Rost”, Surgut, Russia. Cash register tandems, well-fitted shelves in the checkout area, frames and cigarettes in boxes, a stylish orange-gray color scheme - full service functionality of the cash register (Trade Help solution) :

Photo 10 Wholesale Purchasing Club cash&carry “Rost”, Surgut, Russia. Cash register tandems, well-fitted shelves in the checkout area, frames and cigarettes in boxes, a stylish orange-gray color scheme - full service functionality of the cash register (Trade Help solution) :

Photo 11 Wholesale Purchase Club cash&carry “We” before purchasing X5 (Carousel), Lipetsk, Russia. Large posters - the second solution after Lenta -:

Photo 12 Wholesale Purchase Club cash&carry “We” before purchasing X5 (Carousel), Lipetsk, Russia. Large posters - the second solution after Lenta - bright and clear message to the buyer (Trade Help solution) :

Photo 13 soft discounter Biedronka, Warsaw, Poland. Simplicity and clarity of checkout design + bags and space for left goods below under the cash desk:

Photo 14 soft discounter Super netto, Riga, Latvia. A stylish solution for a discount cash register - single line-tire on top in bright yellow color :

Photo 15 soft discounter “Dixie”, Moscow, Russia. Stylish solution for a discount cash register:

Photo 16 Lidl discount store, Warsaw, Poland. Stylish solution for a discount cash register in bright yellow and blue colors :

Photo 17 Spar supermarket, Dmitrov, Russia. Standard cash register solution:

Photo 18 Spar supermarket, Dmitrov, Russia. Standard cash register solution with a low, densely filled cash register area and a group of ice cream stalls :

Photo 19 Prisma supermarket, Riga, Latvia. A small cash register area on 2 shelves is located above the conveyor belt. The checkout area is not busy. The pneumatic mail is clearly shown :

Photo 20 gourmet supermarket SKY, Riga, Latvia. The cash register ceiling is sewn and all communications, pneumatic mail, and lighting are built into it:

Photo 21 Tengelmann supermarket, Mulheim an der Ruhr, Germany. Spot lighting The cash register creates a bright spot with a general decrease in the light level throughout the sales area:

Photo 22 “Becker” supermarket, Almaty, Kazakhstan. High checkout stands and Stylish design in “Alpine style” wood - the cashiers’ uniform looks very nice :

Photo 23 Victoria supermarket, Moscow, Russia. The cash register is not visually overloaded and the cashiers’ uniform looks very nice :

Photo 24 “Soyuz” supermarket, Chernigov, Ukraine. L Line of 5 express cash desks helps to effectively serve the consumer peak with a short checkout line:

Photo 25 Coop supermarket, Italy.

: Photo 26 Coop supermarket, Italy. Gorgeous almost transparent grille lowered from above reliably closes the entrance line of the hypermarket and the cash register :

completely uncluttered and creates a light, open space Photo 27 gourmet supermarket Edeka Paschmann, Mulheim an der Ruhr, Germany. Above the cash registers are located spot lighting systems lowered from the ceiling , checkout stands no higher than 1 meter - excellent easy solution :

fully visible checkout area

The cash desk or cash register area occupies an important, central place in a store of any format and any specificity.

The format of Soviet stores involved trading through a counter, which was combined with a cash register. Today, the proximity of the cash register to the counter depends on retail space. In small clothing stores, the cash register and the counter are usually combined; in medium-sized stores, the cash desk also acts as a display case for jewelry, accessories, etc. In hypermarkets, several cash register units (combined and not combined), for example, in the department of small household appliances, children's clothing, perfumes, etc. Most often, chipboard (chipboard) or medium density fibreboard (MDF) is used to make furniture for cash register areas. Veneer or solid wood can also be used to decorate furniture. If high strength is required, for example in hardware hypermarkets or stores household appliances, the furniture may have an additional metal frame.

A rich assortment of finishing materials provides almost unlimited possibilities when developing the design of the checkout area, turning them into real masterpieces. Decorated glass elements and other delights will make the customer pay more and return to the store again and again. A table, or rather the shape of a table, can have the most intricate shapes. Since the checkout area is at the very center of any store, its design must match the style of the store and make it stand out from many others, becoming a real business card.

In grocery stores, except counter stores, everything else from the “convenience store” format to the hypermarket format, workplace The cashier is equipped with cash boxes, which, thanks to their layout and functionality, solve a number of problems necessary to optimize the work space, increase the speed of passage of the cash register, visitor comfort, and others.

Construction stores selling household goods, audio-video equipment, cosmetics, etc. goods, most often they use a layout scheme for retail space using a counter type, but there are those where cash registers are placed at the checkout point.

There are two main types of cash register furniture for grocery stores:

Most often they are used. They are different types- depending on the store format. Cash registers are divided into single and double models. Single boxes vary in size (length, width, height), the presence of a conveyor, storage, and purchase separator. Double (tandem) models are a structure consisting of two boxes, and the width of the double box is equal to the size of the single one. Such models are suitable for installation in supermarkets and hypermarkets and in stores where the sales floor is long.

Counters are already a thing of the past, but in small stores near home, market type, they are still relevant. The cash counter is used to install cash register equipment, placing purchases before paying, and generally to demonstrate the product.

There are three main types of cash register furniture for a non-food store:

A standard counter with a cash register on it. The counter can stand out from the overall design of the store's commercial equipment to attract the attention of customers in this area. Or counter furniture can match the style of retail equipment.

Reception desk. The reception may have a built-in display case for accessories and related products. The design can be semicircular, angular, or traditional rectangular.

Cash register for stores selling household and construction goods. In this case, the cash desk is a cabinet-counter. Some models are equipped with a conveyor belt. The cash box configuration allows the cashier to move freely inside and outside the box. Checkout boxes are designed in such a way that it is convenient for the cashier to go outside the checkout box to read the barcode of a large item from the customer's cart with a barcode scanner. In this case, the cashier, as a rule, works standing, and cash register equipment for stores is conveniently placed on a high stand.

Cash register equipment for stores

For the productive work of a cashier-operator, the cash desk must be equipped with:

(cashier monitor, PC system unit, software, programmable keyboard, fiscal recorder (receipt printer) - there are modular (prefabricated) or ready-made solutions, they are highly divided in functionality depending on the tasks.

For grocery stores Reliability, functionality and efficient use of the working space of the cash register are important. For small convenience stores, it is enough to buy a mini POS system that takes up minimal space on the checkout counter, but has sufficient functionality to perform cash register tasks. For medium and large format stores, it is advisable to choose more productive systems. Currently, front-facing solutions are widely used. Front-facing systems consist of the same components as classic ones, but are designed for a front-facing cashier, i.e. all system components are mounted on a special stand installed on the cash desk. As for cash register equipment for non-food stores, in contrast to grocery stores, here, in addition to reliability and functionality, special attention is paid appearance equipment. Thus, clothing stores, shoes, lingerie, accessories and other boutiques are usually cash register choose touch POS systems. Touch systems are not only convenient for the cashier’s work, but also create additional prestige for the company. Non-food stores usually choose modular POS systems, which means that the rest of the equipment is connected to the system unit. You can leave only the monitor and keyboard on the cash desk; all other equipment can be installed under the counter.

A device for reading barcodes from goods. The scanner is chosen depending on the format and specifics of the store. For example, clothing stores typically use a handheld scanner; small grocery stores will also need a handheld scanner. Larger stores use stationary scanners or scanners built into the checkout counter.

Device for checking the authenticity of banknotes. There are automatic detectors (they work without the participation of a cashier) and screening ones (the cashier makes an assessment of authenticity). Viewing rooms are more often used by food stores, service industry enterprises and Catering choose automatic.

(in some cases). Scales are installed at the checkout point if some weighed goods are not labeled and there are no labeling systems on the sales floor. This is true for small grocery stores or counter stores. Some large stores choose another solution - a scanner combined with scales. This complex fits into the checkout box and allows you not only to read the barcode, but also to simultaneously measure the weight of the goods.

Business card

The Shtrikh-M North-West company offers you several options for equipment for cash registers:

For grocery and construction stores:

For small-format stores (minimarkets, convenience stores, convenience stores), a compact and inexpensive Light series cash register box is suitable. This box is not equipped with a conveyor, has a storage unit, and does not have a table top.

The Max series checkout box is designed for installation in supermarket and hypermarket format stores. The cash desk is equipped with a wide storage bin, a purchase separator and a long conveyor. This model will allow you to cope with the influx of customers during rush hour, reduce the queue and generally increase the productivity of the cash register.

Counters and display cases SELENA

Selena series furniture includes cash register displays and counters, including models with rotating shelves. Buyers will undoubtedly appreciate the magnificent appearance of counters and display cases.

Glass sales counters allow you to visually enlarge the sales area, making it more airy. Compact counters with an all-round view, if installed in the center of the hall, make it possible to make maximum use of the retail space, which is certainly important for boutiques, small accessories stores, jewelry stores and cellular phone stores.

Trade displays and counters FINO

The unique appearance of this series will decorate the space of almost any store and attract the attention of the buyer. Trade displays are ideal for stores that contain small-sized goods - household goods, photo and video equipment, phones, auto parts, etc.

Counters COMFORT. This series includes counters in which corner sections are not only 90 and 60 degrees, but also 45 degrees. This allows you to equip almost any retail space with maximum benefit. Furniture from the “Comfort” series includes models with display cases, with storage units, and specially designed models for cash register equipment.

KARAT counters. The series is specially designed for jewelry stores, watch stores and various accessories stores. The upper part of the counter can be glazed, as well as with space for cash register equipment.

Receptions. The series consists of cash counters equipped with shelves for equipment with drawers and doors that can be combined. Different combinations make it possible to make maximum use of the trading floor. This is an inexpensive and high-quality solution for stores of any type.

Of course, choosing commercial equipment is not an easy or responsible task. Traffic largely depends on the correct store layout and the most suitable equipment. point of sale and, as a result, the level of sales. With the right choice commercial furniture and cash register equipment, the specialists of the ShTRIKH-M North-West company will help you cope. The company's assortment includes both universal furniture series and specially designed furniture for the store format. We equip the store on a turnkey basis: it is possible here comprehensive solutions a wide variety of styles, including both retail equipment and cash register equipment specially designed for clothing and shoe stores, and we also carry out all commissioning work, furniture installation and project support.

Our experts

Daria Averyanova

pharmacist, Sakura-Pharmacia LLC (Kazan)

Elena Gritsay

Deputy Director of ST phytocenter "Romashka" (Novosibirsk)

Alena Novikova

Deputy Head of Pharmacy, Pharmbucks LLC (Ekaterinburg)

The space at the cash register is one of the most advantageous in a pharmacy, because here, one way or another, all visitors end up. To have a chance upsell was as high as possible, it will require not only pharmaceutical experience, but also knowledge of human psychology. How to successfully present products, how can a uniform design of seasonal products help, what products should never end up at the checkout, how often should you update the checkout assortment? The answers to these questions are in our article today.

The merchandising policy for pharmacies with closed and open displays is not the same. According to experts, each type of display has both pros and cons in terms of positioning goods at the checkout.

Pharmacy with a closed display: everything is under control

In a closed pharmacy, goods are reliably protected from an unscrupulous visitor - no one will steal them or ruin their presentable appearance. At the same time, it is quite difficult to be creative in displaying products here.

“A closed pharmacy has much more opportunities to place quite expensive goods in the checkout area,” says Alena Novikova, deputy head of the pharmacy, Pharmbucks LLC. - Closed display cases ensure minimal risk of theft. In open-type pharmacies, this is more difficult - even the presence of security and surveillance cameras does not guarantee the safety and integrity of the goods.”

Elena Gritsay, deputy director of the Romashka phytocenter (Novosibirsk), who, unlike Alena, works with a closed display, notes that her pharmacy does not have enough space to advantageously present various groups of goods in the checkout area.

In a “closed” pharmacy, only a small number of items can be placed near the cash register. True, it is possible to somewhat expand the scope of the checkout area, using the space not only next to the cash register window, but also above it.

Pharmacy with an open display: more freedom

Despite the fact that in a pharmacy with an open display the goods are more vulnerable, this format has significant advantages. For example, here you can present products in different ways - partially lay them out in baskets or on special racks.

Daria Averyanova, pharmacist at Sakura-Pharmacia, agrees that open display implies more freedom of action. “An ‘open’ pharmacy allows you to place a diverse assortment and organize it in a brighter and more interesting way for the buyer,” says Daria. “In addition, the visitor can pick up the product and study information about it by reading the information on the packaging and the advertising leaflets lying nearby.”

Cash selection

Whatever the type of pharmacy, the basis of the checkout assortment is selected according to the same principles.

According to Alena Novikova, when choosing goods for the checkout area, there are no clear regulations - each pharmacy solves this issue in its own way. However, there are a number of unspoken rules among pharmacists to ensure optimal use of this space.

• The product must be compact: voluminous, bulky products are an unaffordable luxury for the checkout area, which is always in short supply. It is desirable that the packaging be not only miniature, but also bright.
• “Products with a catchy, beautiful “wrapper” attract the eye, and this is 80% of success: maybe a person doesn’t need this drug at all, but his subconscious reacts to the original design of the product, and an impulse purchase occurs,” says Alena.
• An important condition for the checkout assortment is a wide the target audience. It is illogical to place highly specialized tools in the most visible place: the one who needs them will inquire about it himself. “In our pharmacy at the cash register there are goods in mass demand, including products with a small price that can always be offered for change - ascorbic acid, hematogen, lollipops and so on,” shares Elena Gritsai. According to experts, the income from such “small things” is sometimes comparable to the proceeds from the sale of an expensive drug. In addition, this assortment is interesting to the youngest visitors, who in a certain sense are the engine of trade: parents prefer to buy their child some healthy bar so that he calms down and does not interfere with adults choosing more serious products.
• The space at the cash register is ideal for displaying participating products. The top location is the space to the right of the cash register (in accordance with the movement of the queue) - this is where promotional items should be placed so that buyers pay attention to them. If you highlight these products with bright price tags and signs with the exclamation “Promotion!”, the maximum number of visitors will be aware of your special offers. Moreover, each discount product must have a main point of sale on the sales floor. “In small closed pharmacies it is not always possible to place all promotional products at the cash register, and then it is impossible to do without additional information from the pharmacist,” emphasizes Elena Gritsai. “Moreover, such information can be targeted: young mothers can be offered vitamins for children, and pensioners, for example, products for joint health.”

By season

Another product category worthy of being at the forefront of the pharmacy is seasonal assortment. It is believed that visitors already remember about seasonal products, but practice shows the opposite. “We place seasonal goods in front of the buyer,” says Daria Averyanova. - For example, in the cold season, in addition to lozenges and throat lozenges, we also put warm socks and camel wool belts in checkout baskets. I can say that they sell out with a bang, but without such a hint, visitors would hardly have made such a useful purchase. People really remember some seasonal products, but we help them see the whole panorama of products that are relevant for a given time.”

In addition, seasonal products can be placed on shelves directly behind the cash register - they will also become the focus of visitors' attention. Daria advises using unobtrusive decoration of seasonal shelves so that they are even more noticeable to customers.

“A unified display design will allow you to present the goods as a whole and remind a person that they need to take, for example, not only an antiviral drug, but also a hot drink, nasal drops, throat spray, and so on,” comments the pharmacist. At Elena Gritsai’s pharmacy, the seasonal shelf is also located right behind the cash register. “This is a very advantageous zone: it is at arm’s length from the pharmacist, so the specialist can always draw the buyer’s attention to it,” explains Elena.

When setting up a cash register, experts recommend not to forget about the holidays and use significant dates as an additional stimulator of consumer interest. “For example, this year for Valentine’s Day we ordered Balloons in the shape of hearts and attached them next to the cash register; sets of toothbrushes and toothpaste decorated with hearts, herbal teas for heart health and other “themed” products were temporarily moved to the checkout area,” says Daria. And at Elena Gritsai’s pharmacy, on the occasion of March 8, cosmetic products come to the fore every year.

Add popularity

In the checkout area there is no place for substandard goods or products with an expired shelf life, because if the “face” of the pharmacy demonstrates a dubious assortment, then in general a bad opinion will be formed about your organization. However, this does not mean that all products at the checkout should be a priori popular among consumers. “In the checkout area, we most often display products that are not in great demand in themselves,” says Alena Novikova. “On the shelves in the common room, it will most likely lie in vain, but, being located near the cash register, it will at least arouse curiosity among visitors.” Thus, the cash register becomes a tool for promoting products.

“We recently did this with a cosmetic line that was no longer in demand,” says Elena Gritsai. “And we filled the showcase where it was located earlier with other products that sell themselves and do not need such display.”

“Often unpopular products suffer undeservedly,” complains Elena Gritsai. - A striking example is products that were once widely advertised, but then lost powerful PR support. Because advertising has stopped, the product has not become worse, it just now requires more effort to be promoted by pharmacy employees.”

Sales of an advertised, but quite expensive product can also be increased due to its location at the checkout. “At one of the three checkout counters we have a decorative cherry blossom tree, next to which we place expensive products, such as electric saws and magnetic therapy devices - while admiring the tree, the buyer definitely pays attention to this product,” says Daria Averyanova.

Audit

How often should you audit the checkout assortment? Experts answer this question differently and cite the location of the pharmacy as one of the decisive factors. “Our pharmacy is located in a residential area, the clientele is mostly established, accustomed to a certain location and set of products - changing the order causes them confusion, so we adhere to a policy of consistency,” says Elena Gritsay. - In addition, frequent and radical reshuffles in the checkout area can complicate the work of staff, because pharmacists also get used to a certain arrangement of goods. I believe that the power of habit should work for results.”

However, if the pharmacy is located in a busy place, in large shopping centers, near metro stations, where the flow of customers is large and inconsistent, the assortment in the checkout area should change to match it. Basic principle mobility becomes - regular inspection of goods is necessary. “We conduct an audit of the checkout area approximately once every two weeks,” says Daria Averyanova. “During this time, I can understand whether the product is in demand or whether it is better to change it to another.”

While standing in line or waiting for payment, your visitors involuntarily look at the goods located at the checkout. And if this “hot” zone - no matter how compact it is - is organized competently, the interest of customers, and therefore the income of your pharmacy, will be at its best.

IN retail trade The checkout area continues to be one of the most profitable areas in the store. However, this “gold mine” contains numerous reserves that can be mobilized to increase turnover.

The location of the cash registers is primarily influenced by the type of department in which they are installed - self-service (for example, supermarket, discounter), semi-self-service (for example, women's and men's clothing) and full service by the seller (for example, perfumes). In self-service and semi-self-service departments, cash registers are located separately from the rest of the furniture; in full customer service departments, they are built into the furniture of the department and represent a single complex. Generally speaking, the location of the cash registers in the sales area depends on the concept and business idea of ​​the store.

This is a place where many impulse purchases are made. While standing in line, the buyer has enough time to carefully examine the products on the counters within the checkout area. The store’s task is precisely to influence the visitor’s decision to make a purchase. Particular attention should be paid to the arrangement of goods on the shelves, because even with the ideal organization of the cash register, customers on average stay here for some time (visitors spend from 25 to 40 minutes making purchases, of which they spend 5-10 minutes in the checkout area), and the products offered for sale remain in their field of vision for a relatively long time.

Traditionally, impulse goods include sweets, chewing gum, cigarettes, lighters, razors, batteries, spices, various small household and other goods.

Typically, impulse demand is for those products that you can put in your pocket. These are so-called “pocket format” products. In most cases, products are placed in the checkout area, which can often change all the entries in the “what to buy” list that the buyer has compiled in advance. “As a rule, the largest goods are placed just below eye level, the small and most popular ones are placed at eye level and above,” said Elena Kuchikhina, head of the integrated equipment department of the Russian Project company.

In addition, no other department can achieve such a turnover and such a profit in such a small area. This serves as a good reason for many merchants to begin fully arranging the cash register and checkout area.

Given the fact that the psychology of impulse buying is very sensitive to price shocks, one should avoid sharp increase prices for goods in this group.

"Depending on what equipment is in the store and what advertising campaign held in this moment, near the cash register, very small items can be sold - chewing gum, decorative magnets, photographic film, postcards/magazines, etc., as well as very large items - champagne, large boxes washing powder. But, of course, shelves with goods should not prevent customers from paying for purchases,” says Elena Slepushko, marketing manager shopping center"Kalinka Stockmann".

Here are some functions that the checkout area “takes on”:

• the opportunity to make an impulse purchase;
• the opportunity to hold a discounted sale, seasonal sale or promotion for standing customers rather than just passing by;
• For security reasons, small goods are under the supervision of the cashier; they are difficult to hide in the presence of other people and security;
• chilled drinks sell better near cash registers (a buyer walking through a heated store in outerwear in winter or in the summer heat, feels thirsty).

Technology

Everyone buys dispenser stands for the checkout area. retailers. But for many large network operators, suppliers often provide them for free. This is due to the fact that companies selling small products in the checkout area take care of the favorable presentation of their products.

The production of racks for the checkout area is a high-tech process of welding thin wire. If low-quality steel is used, the equipment very quickly becomes unusable.

Conventionally, all manufacturers can be divided into three large groups: large manufacturing companies such as Wanzl, Storebest; Russian manufacturers(for example, "Techno-Design") and companies that make up general group"offers" (a number of Turkish and other manufacturers). All equipment complies with the norms and standards that are usually required for these products.

"We have two types of checkout racks: German - for displaying goods placed over a large area, and Italian - for small stores. German racks are distinguished by a unique design and technical solutions for configuration - each client has the opportunity to assemble his own rack, unique in configuration and appearance ", added Elena Kuchikhina.

This equipment is so easy to assemble that it can not only be designed to fit the required size of the checkout area, but also additional technical elements can be selected from those already available in the store. Another thing is that when equipment is completed using improvised materials, it does not look very aesthetically pleasing.

As told Commercial Director of the Techno-Design company Eduard Yakhilevich, the main requirements that guide the company when designing checkout area equipment are:

• exclusive design;
• rational placement of goods;
• design versatility (possibility of hanging shelves and accessories, availability of price tag holders);
• possibility of placing removable advertising (banner);
• ease of assembly;
• ease of transportation.

I would like to note some design features of checkout counters that help prevent theft. The Storebest dispenser has a grid that can be closed at night or during breaks. The Wanzl counter has a special device that, when taking an item, makes a sharp click, which attracts the cashier’s attention and makes it impossible not to present the taken item.

Zone

It is important to consider the placement of counters and shelving in the cash register area. They should be placed so that they do not block the path of customers who want to pay for their purchases.

"It is necessary to leave a passage between the ends of the counters and the cash register. The zone that results from this is important for any operator. Depending on the format of the store, this zone can be either 2.5 meters or 8-10 meters - the length of which it is reaches in large chain operators. Typically, this space in large stores is used for sales tables. At the ends of the shelves facing the cash registers, pallets, refrigerated cabinets for drinks or stands for tenants with brands are placed,” explained Arina Ponomarenko, head of the company’s architectural design department. Oleks Holding"

In large “format” stores, this area turns into an area of ​​additional offers, seasonal sales, and promotions.

If this is an economy class store or discounter, then it will be much less. This is due to the store saving on retail space (the area will be narrowed, but the markup on goods will be minimal). The further down the service level, the higher the prices, but also the higher the comfort in the checkout area.

Of course, a retail operator can buy checkout equipment in parts: first, the necessary racks to form the cash register area, then additional sections in the form of racks or pallets. There is some rationality in this. But large chain operators are trying to purchase equipment for the cash register area in a “set”, taking into account the space of this area and its arrangement on the trading platform. In terms of cost, it is cheaper and logically correctly organizes the space near the cash register terminals.

Manufacturing a set of checkout equipment, consisting of one dispenser stand and one storage unit for cigarettes, will cost, according to Eduard Yakhilevich, $250-300. With a complex order of these products, the cost will decrease by approximately 1.5 times.

The importance of the checkout and checkout area in shaping the reputation and image of a store cannot be overestimated. The checkout area often becomes problematic in the operation of self-service stores (supermarket, hypermarket, discounter). Long queues at the cash register and, accordingly, waiting for payment can significantly affect the opinion of customers about the store and ruin its reputation.

The optimal placement of the cash register area should provide the cashier with good review for the most part trading floor store and provide customers with easy access to the exit. The placement of the cash register area is also influenced by the placement of the entry/exit area, the configuration and area of ​​the sales floor, the direction of movement of customers in the sales area, etc.

The checkout and checkout areas are the most attractive for placing goods of impulse demand. Therefore, it is important that these areas are not overloaded with retail equipment for the sale of small goods and do not interfere with the free movement of customers to payment centers.

To determine the approximate number of cash registers required for making payments to customers in the store's sales area, the norm is taken to have one cash register per 100 m2 of retail space in a grocery store and 150 m2 of retail space in a non-food store. In this case, it is necessary to take into account the store’s throughput and its product and format specifics.

For a more reasonable calculation of the number of cash registers, store building experts recommend using the following formulas:

Where Uk - number of cash desks, units;

M - throughput store, person/h;

F is the average number of units of goods that the buyer selects;

X - processing time for one unit of goods (scanning a barcode, entering identification code product using the keyboard), sec.;

T - Extra time necessary for settlements with the buyer;

TO - average coefficient of use of working time by cashiers (0.7).

Where Uk - number of cash desks, units;

5 - area of ​​the sales area, m2;

d - the minimum area of ​​the trading floor is determined by building codes and regulations (SNIP) and is 2.5 m2 per person.

For optimal design of the checkout area, it is necessary to take into account the specific conditions in which the store operates. Thus, the area of ​​the sales floor and the expected throughput of the store influence the choice of the length of the cash register conveyor, and the features of the principle of selling goods determine the shape of the checkout box.

It is necessary to take into account that the cash register is a complex and often the most valuable part information system store. At the checkout point, the customer is confronted with the operation of the store's information system, and how it works often determines whether the customer will return to the store again.

On average, the area allocated for payment units should be 15-20% of the area of ​​the store’s sales floor.

Experts identify six main rules for placing goods in the checkout and checkout areas :

1. In the checkout and cash register area, it is advisable to present goods of different product groups, selected according to the following principles:

- “reminder” - goods that the buyer does not always remember, but can buy impulsively;

- “temptation” - products that ideally combine price and quality;

Special store offers, promotions and promotional places for goods suppliers;

Seasonal goods.

2. It is not advisable to place goods that require preliminary selection and understanding in the checkout area.

3. The number of product items in the checkout area should be limited, and items should be repeated at different cash registers (for example, after one).

4. Goods in the checkout area must be provided with large and bright price tags.

5. In non-food stores, goods placed on checkout counters must have a main point of sale on the sales floor.

6. In the checkout area Special attention should be given to children's merchandising: a noticeable number of children's products are specifically focused on the touch zone and the implementation of children's touch impulses. But at the same time, parents’ opinions on satisfying such children’s impulses should also be taken into account (for example, in the American supermarket chain “Giant”, two out of twenty checkouts do not offer children’s impulse products).