Coke Solutions
Retail

6 Ways to Cash In at the Checkout

Research reveals insights to generate additional sales

Did you know consumers consider a supermarket’s checkout area the least favorite part of their shopping experience? Not good news, since this is prime real estate with potential for high profitability. To change this dynamic, seven top-performing companies combined expertise to uncover ways for retailers to drive more transactions in this lucrative spot.

The Coca-Cola Company, along with six other leading consumer packaged goods companies, conducted research that revealed significant shopper insights. Learnings were used to establish best practices to generate additional sales.

The major “aha” was that patrons are typically focused on leaving the store quickly rather than making other purchases1. Waiting in line only fuels their distraction and dissatisfaction. Yet, almost half of impulse buys occur here, which presents enormous sales opportunities1.

The key for retailers is to foster a more interesting, engaging and pleasurable experience that inspires guests to buy. This can be achieved through innovative solutions, merchandising, marketing, technology and operational efficiency.

The research revealed these recommendations:

  1. Design the front end with a distinct identity. Use clever merchandising and colorful point-of-purchase tools for effective communication and easy navigation.
  2. Stimulate excitement with interactive displays and relevant product assortment.
  3. Stock best sellers and provide high visibility placement. Beverages lead the mix; in fact, if immediate consumption drinks were considered as a single category, they would rank 50th of 500 Nielsen supermarket categories1.
  4. Pairing beverages with snacks can generate even greater incremental sales. Offer specially priced bundles.
  5. Pay attention to self-checkout lanes, which are increasingly popular.
  6. Tap technology to connect with consumers using smartphones to shop. Offer loyalty points, coupons and discounts.

Reinvent this important section by creating an oasis instead of an obstacle course – and enjoy the resulting sales lift!

Ask your Coca-Cola representative for more ideas on capturing attention and sparking sales at the checkout.

1Proprietary research by The Coca-Cola Company and other leading consumer packaged goods companies.

Published: October 22, 2014