How can you increase the sales in the check-out area of coffee points or bakeries? How can you manage it in the most efficient way?

We have carried on the audit, surveillance and interviews with buyers and have identified several factors that can have an influence on buyers and their behaviour in the check-out area.

Number 1: HEALTHY EATING in the check-out area
Although the key criteria for check-out area products are the convenience of their format, attractive package and usage occasion, i.e. by the force of habit or in the momenta, the products in the check-out area may be characterised by the same consumer expectations as any other categories: 48% of all respondents said that the goods they purchased in the check-out area were not very useful for their health and that made them concerned. According to Nielsen global investigation, 67% of consumers in Russia take active care of their ration. So, bakeries or cafeteria shall not be afraid of experimenting with ‘natural’ assortment and with formation of relevant supplies in the check-out area.

Number 2: CORRECT check-out area assortment
As a matter of traditions, buyers are ready to see the following in the check-out area: chewing gums (68%), chocolate sticks (61%), candies (39%), or chocolate bars (29%). Nevertheless, every fifth buyer named the products they would like to buy but had not seen in the check-out area. First of all, buyers spoke about seasonal goods: many of them said that they would like to bottled water (18%), and refrigerators with water and soft drinks (9%), or ice-cream (9%) in the check-out area. Secondly, buyers also mentioned promotional products: on the one hand, buyers themselves are interested in such goods and 63% of them looked for items at reduced price in the check-out area. What is more, on the other hand, price segmentation as depending on the time of baking provides a stable association of the relevant confectioner’s shop, bakery or fuel station as client-oriented one.

Number 3: Involvement TECHNOLOGIES
According to the realised research, over 8% of buyers use their smartphones when standing in a queue in the check-out area. So, the check-out area is still an offline space, hence, the people, who are standing there, may be involved in nine cases out of ten, in impulse purchases, using traditional means, i.e. unusual arrangement of the check-out area, or uncommon solutions for location of shelves and commodity items thereon.