Often overlooked, the checkout is becoming increasingly important in determining consumers’ in-store experience, according to a new U.S. study.
Nearly 50% of respondents rank the checkout as the primary influencer of their shopping experience, with 70% citing it as a key factor in shaping their opinion of the store, according to the Popspots research.
Almost nine-in-ten shoppers warn that a bad checkout experience will negatively impact their perception of the retailer, with four-in-five saying that it would make them less likely to shop there in the future.
U.S. grocery retailers lose an estimated $500 million annually at the checkout due to out-of-stock and misplaced products; 47% of consumers find it more frustrating to find products out of stock at the checkout than anywhere else in the store, while 69% say they are less likely to return to a store that had out-of-store products at the checkout.
The checkout also provides retailers with a captive, engaged audience – 62% of consumers said they’d be more likely to watch an advert shown at a checkout than online or on television.