I didn’t steal a bunch of candy. Oh, I could have. I bought some over-priced M&Ms at a candy shop on the Magnificent Mile in Chicago. The checkout was at the back of the store in the most awkward place. I had to walk up a ramp, stand in a line, then stand in the entry way to the nostalgic candy area near the back of the store to pay for my purchases.
I watched customer after customer walk away from the checkout with a decorative paper bag into which they could have tossed tens or even hundreds of dollars worth of loose candy from multiple displays on their way to the front of the store. I don’t think they did. I didn’t. But I could have.
Sure, the store had cameras near the front door. But with the crowd that was in that store on a Saturday afternoon, beating those cameras would have been a breeze worthy of the Windy City.
It wasn’t just the shoplifting aspect that bothered me with the layout of this particular store.
The registers were side by side, but the line to get to them was beside them, not in front of them. If someone was at the first register, by the time it was your turn, you had to scootch around them to get to the second register. If someone big, or a party of two or more was at the first register, you couldn’t even see the tiny little cashier at the open register.
The registers were also poorly placed in the doorway to a special section of nostalgic candy. You know Nostalgia is one of my Core Values. I was excited to enter that section. I was a lot less excited waiting for the gal at checkout with her stroller that was blocking my entry to the area.
I suppose if you’re in a large city like Chicago, catering to the tourist crowd, you can overcharge for your goods to offset your shrinkage and create a layout that frustrates the heck out of customers knowing that they likely won’t be back anyway.
If you’re not in this situation, you might want to plan your layout more carefully.
Put the cash-wrap where you can see everything and everyone in the store, but also close enough so that once people check out, they can easily leave. More importantly, plan the line of customers for checkout so that they don’t block other customers trying to shop. Best of all, make it easy and intuitive for customers to know where to go and what to do when they are ready to check out.
I know there is a train of thought that says you want a layout that gets people to the back of the store. Using your checkout as the lure, though, is not the best way to accomplish this, especially in a store that has a ton of traffic and sells easily-pocketed items.
This kid definitely wasn’t as enthralled with this candy shop.
PS I will give them props on the centerpiece display. The giant lollipop tree pictured here was worthy of the stop and a good example of Over-the-Top-Design. They also had several choose-your-own-flavor stands for things like Jelly Bellies, M&Ms, and other candies. But then again, the last feeling of the experience is the lasting feeling of the experience. Don’t let your customers walk out unhappy, confused, frustrated, or befuddled.