High street shops have a number of traditional designs and assets. Window displays, for example, remain a key feature of almost every store because of the continued advantage they offer, advertising products and giving passersby a brief glance into a retail space and its aesthetic. Other familiar features of the retail environment include shop shelving and aisles, which structure the layout of an area and curate how customers will browse.
Perhaps the most essential part of brick and mortar retail, one fundamental to the shopping experience as a whole, is the checkout counter. While the ability to perform a transaction of sale is a key part of a shop space, the counter itself is more versatile than many realise. Here are four modern ways its traditional design is changing.
Compact
Historically, checkout or service counters have needed to facilitate not only the space for staff and customers to interact with products, but also the equipment needed to perform transactions. Tills, cash drawers, and product scanners have been large and cumbersome, requiring a significant amount of space in the room. However, as technology advances, this has changed.
Now, checkout counters can be streamlined, with tills becoming more compact in the wake of card transactions and many computers being replaced with mobile devices, such as tablets and smartphones. This means that large structures that support heavy computers and conceal an abundance of wiring are no longer needed, freeing retailers up to add more shop shelving to the room.
Mobile Checkout
This shift toward wireless devices has not only compacted the technology required for shopping transactions but it has also made it mobile. Now, customer service representatives can move around a shop space and assist customers on the go, allowing them to sell products without the need for a central location. This can be especially useful for quick sales, such as selling gifts from greeting card units in the centre of a shop space, freeing the customer from the need to queue or wait.
Bespoke Design
The various needs of retailers can lead to the need for differing counter designs. Instead of purchasing a uniform item of retail furniture, one that requires a shop space to be built around it, many are now choosing to have bespoke and custom counters made.
Colour, shape, and style are all able to be considered when creating a custom piece of furniture but the end result is not only an item that appropriately suits the space and operational needs of a shop but also the message and aesthetic of a brand.
Digital Crossover
With the implementation of digital devices, it is easier than ever for retailers to offer digital services and e-commerce crossover to customers. A number of high street retailers are, for example, using service counters as opportunities for customers to sign up to newsletters, register for discounts, and even browse online catalogues to have purchase products for click and collect. Such offerings can expedite sales and improve the customer experience, helping to meet their needs and offer more services before they leave the store.
