The checkout area through the eyes of the manufacturer

Checkout area through the eyes of the manufacturer: adaptability, ergonomics, design. Broadcast on RETAIL.RU

On June 27, 2024 in the framework of "Dialogues about retail. Special Project" held an online conference on the topic "Checkout area of the store". It is a continuation of the series of broadcasts "Equipment in retail", organized by the Retail.ru project. The company 4RM Systems acted as a partner of the event.

The checkout area is one of the most important locations in the store. It should form the buyer's final impression, allow to pay for purchases quickly and comfortably and, of course, stimulate impulse sales. In recent years, the checkout area has seriously changed, especially in food stores: self-service checkouts have appeared, the processes of labeling and control over the actions of customers have become more complicated.

The experts of the online conference "Cashier zone of the store" were:

• Natalia Chichuk, expert on creation and development of modern retail, Formater Consulting
• Elena Nefedovskaya, Director of Superstore format, Komandor retail chain 
• Dmitry Karakov, Director of Trading House in Russia, 4RM 
• Andrey Matveev, Deputy General Director, Lifemart Management Company 
• Igor Zagvozdkin, Head of Information and Consulting Bureau "BIK", retail business consultant and DIY expert.

The conference addressed the following issues:

• How to organize the space of cash registers with benefit for the retailer, convenience for the customer and the employee. 
• How to reorganize operational processes in the store? 
• What methods remain in the checkout area in order to increase the average check? The importance of the checkout area in the retail space of the store. 
• The context of purchases in the checkout area. 
• Features of modern organization of the checkout area. 
• The contribution of the checkout area of the store in building loyal relationships with customers. 
• How to prevent losses in the checkout area in the self-service format?

Manufacturers of retail equipment do not stand still, researching and anticipating retail trends. To exchange experience, Dmitry Karakov, director of 4RM trading house in Russia, told about the solutions developed by the company. Full video of the presentation "Cashier area through the eyes of the manufacturer: adaptability, ergonomics, design" can be viewed on our website or on the channel RETAIL.RU:

We share the company's cases, talk about effective organization of space and formation of loyal relationships with customers.