Glossary A–ZLetter C
Checkout area
The checkout area is the part of a shop around the tills, with the queue, conveyor belts, self-service checkouts and the way to the exit.
Customers often spend several minutes here and stand still while doing so.
Screens in the checkout area hang above the tills, along the queue or at the exit. They show offers for goods within reach, notices about loyalty programmes, vouchers and services such as parcel drop-off. Some shops show which till will be free or open next in order to spread the queues.
Because customers wait here, content may be somewhat longer than at the entrance. Offers for goods at the other end of the shop have little effect, as the buying decision has already been made. Screens must not disturb the checkout process, for example by dazzling staff. After payment there is only a brief moment for notices such as opening hours.