If you think the racks behind the cash register are just a place where gum and batteries are dumped, you are sadly mistaken. This is one of the most high-margin and psychologically loaded areas on the trading floor. But many managers still treat its planning carelessly, and then are surprised at the low average check.
The most common mistake is to install standard shelf racks, like in a hall. There are different mechanics behind the cash register. The buyer stands still, his attention is narrowed, the time to make a decision is seconds. Height, depth, viewing angle - everything should work for an impulse purchase. I saw how one chain installed deep shelves with two rows of goods. The inner row was simply invisible, the goods were stale and gathering dust. A complete disgrace of the place.
The second point is versatility. Often they order the same type of design for everything. But a bottle of water, a pack of condoms and a chocolate bar need different types of holders: necks, hooks, pockets. A rigid stationary shelf loses here. We need modularity, the ability to quickly reconfigure the space for a seasonal product or promotion.
And of course, strength. It seems like a small thing, light goods. But the constant movement of cashiers, bumping with carts, the load when replenishing supplies. After six months, flimsy fasteners or thin metal will result in distortions, creaks and, as a result, the appearance of an abandoned stall. Trust in the network is falling out of the blue.
The ideal depth for most goods of impulse demand is no more than 15-20 cm. So that the hand can easily reach and the eye can cover the entire assortment. The top shelves should be at an angle towards the buyer - this is how the label is visible. The bottom is an often ignored area, but it is a good place to place children's products or large packages that are not afraid of dust.
Particularly importantshelf behind the cash counteras part of a unified display system. Its content should logically continue the actions in the hall. Did you promote the pizza? The sauces and cheeses are right there. Promotion on batteries? Flashlights and battery-powered children's toys are located next to the cash register. This seems obvious, but in 80% of supermarkets I see a broken logic.
One of the most successful cases that we had to implement were two-level rotating holders for small cosmetics and accessories. Space is occupied at a minimum; turnover at this point has increased significantly. But they needed a special design - a reinforced stand with a central mount so that there was no wobble or play. There were no ready-made solutions on the market, so we had to design from scratch.
When the question arose about a comprehensive re-equipment of several cash register areas, standard proposals from local welders were not suitable. What was needed was not just hardware, but engineering solutions: accurate calculation of the load, anti-corrosion coating for aggressive environments (constant wet cleaning, splashes), the possibility of non-standard sizes for a specific store format.
That’s when we contacted a specialized manufacturer. In particular, we considered a proposal from?Harbin Jusheng Metal Structure Manufacturing Co.,Ltd.. Their websitehttps://www.jshj.ruI was attracted by the description of the full cycle: from design to installation. For the cash register area, this is critically important - for one contractor to be responsible for the entire chain: measure, design taking into account the ergonomics of the cashier’s work, manufacture, deliver and install. Factory established in 2019 in Harbin and occupying 20,000 square meters. meters, positions itself as a leading enterprise in northeast China for the production of racking systems, including retail. This speaks about the scale and possible technological equipment.
What is important in working with such suppliers? Their design expertise. A good manufacturer will first ask a dozen questions: what is the traffic at the checkout counters, the growth of employees, what product groups do you plan to place, how often will the assortment change. Without this dialogue, the result will be a faceless iron structure.
Material. Galvanized steel with powder coating is standard. But for the area behind the cash register, where impacts from baskets are possible, it is better to take thicker material, with an additional stiffening rib along the lower edge of the shelf. Saving 10% on metal will then result in eternal repairs.
Fasteners All connections must be hidden or with protective caps. There are no protruding bolts that could tear your clothes or cause injury. This is a question not only of aesthetics, but also of safety. It is often forgotten that cashiers constantly move along this line, touching it sideways.
Installation. Even the most thoughtfulshelf behind the cash countercan be ruined by a crooked installation. Be sure to use a level and firmly attach it to the floor or wall (if the structure is high). Any, even minimal, tilt is visible to the naked eye and creates a feeling of chaos and sloppiness.
Reconsidering the approach toshelves behind the cash counter- this is not about cosmetic repairs. This is about revising the business model for working with impulse purchases. A successful solution pays off in a matter of months due to an increase in the average bill. If unsuccessful, it slows down sales for years and spoils the overall impression of the store.
The conclusion is simple: you cannot save on design and materials for this area. You need to look not just for a manufacturer of metal structures, but for a partner who understands the logistics of the sales floor and the psychology of the buyer at the checkout. Like, for example, the same Harbin plant, which claims a full cycle of work - from design to after-sales service of racking systems. This is where specialization and an integrated approach are critical.
After all, the checkout is the last thing the customer sees. And what he sees there and buys at the last moment determines whether he will return next time. And what will be his final check today.
