Many focus on products, promotions and attractive displays when arranging a store. But one of the most important areas is often overlooked – the counter area.
The counter is much more than a place where the customer pays. It is the store's focal point. This is where customers and staff meet, questions are asked, and transactions are completed.
The customer must be able to find the counter.
When a customer steps into the store, it should be easy to orient themselves.
• Where can I get help?
• Where can I pay?
• Where can I ask questions?
A well-placed counter creates reassurance and makes the store easier to navigate. The customer should be able to spot staff quickly without having to search the entire store.
Staff must be able to see the store
The counter’s location is not only about the customer.
From the counter, staff should have a good overview of the store. That enables better service, faster assistance for customers and greater awareness of what is happening in the store.
A workspace that works
An attractive counter is important, but above all it must function in daily use.
There must be room for:
• Bags and packaging
• Cash register and payment terminal
• Returns
• Office supplies
• Extra stock and promotional materials
The better the workspace functions, the better service employees can provide.
Create an inviting area
The counter area is often the place where the customer spends the most time in direct contact with the store.
Therefore it can be an advantage to create an area that invites dialogue. Small information signs, product news, promotions or inspiration can help make waiting time more interesting.
Flexibility opens up new possibilities
Many stores continually change their look, assortment and promotions. For that reason many opt for a flexible counter where the basic construction is retained while the front and appearance can be changed as needed.
Our Framework-disk is a good example. Here front panels, countertops and details can be adapted to the store's style. The counter can be supplied with a plinth or wheels and can be built in various heights and widths depending on the need.
That way you can invest in a solid workstation while retaining the freedom to change the store's look over time.
An investment in the customer experience
A good counter may not directly sell products.
But it creates overview, better service, more efficient operations and a better experience for both customers and staff.
That is why the counter still — and will likely always — be the store's natural gathering point.
