Several years ago Apple “reinvented” retailing with its sleek, modern stores and store employees who could check you out with a convenient mobile device. There was no waiting in line, and customers were offered a choice of a printed receipt or an emailed receipt. From a shopper’s perspective, the process was quick, efficient, and pleasant. Soon after the introduction of mobile checkout, many in the industry predicted that the model would gain momentum and that retailers of all kinds would equip store personnel with mobile devices to check shoppers out anywhere within the store. But, for a variety of reasons, mobile checkout has not taken off, and traditional cash wraps have continued to play a meaningful role across a wide variety of retail sectors and formats.
Cash wraps come in all shapes and sizes but perform the same basic function. They serve as a hub within the store and the destination site for shoppers to complete their shopping transaction. It’s the only place in the store that provides a guaranteed interaction or touchpoint with customers and an opportunity to provide excellent customer service to ensure customers have a positive experience. In addition, if merchandised properly cash wraps are the best vehicles to drive impulse sales.