POP. This means more to retailers than just the sound of a balloon popping, but rather it identifies the POINT OF PURCHASE area in your store. Considering this is where money is being exchanged for products you sell, I often refer to this area as a “hot spot” in your entire retail real estate environment. After all, money is a good thing. So just what can you do to maximize this area so that more money ends up in your cash register?

For starters, get rid of the clutter. Papers often pile up on cash wrap areas because cash wrap areas often become working offices for store owners and their associates. Bills, order forms, line sheets, magazines, Chinese take out brochures… I’ve seen it all. But the best cash wraps I’ve seen – and the most profitable stores I visit – typically have clutter free point of purchase areas that focus on the customer, not themselves. With that in mind, here are a few helpful tips to re-create your POP area.

1. Make your POP area approachable and easy to touch. If your price points demand you to keep things locked up, so be it. But for most retailers, accessibility is key. Customers like to touch things, so let them. Display items in bowls, hanging from eye level counter racks and stacked neatly without intimidation. The idea is to have your customers linger and impulsively buy whatever it is they are touching.

2. Keep the price points low. By the time a customer gets to your check out area, they typically have something in hand that they want to purchase. Your goal at this point in your store merchandising plan should be to offer add on sales for their purchase. Add on sales are great ways to increase your items per purchase, as well as your overall sales. Depending on your unique store price points, low ticket items thrive in this space. Think simple and quick here. Gum, candy, hand sanitizer. Add some depth to your assortment depending on your store. Affordable jewelry, hair accessories, batteries, playing cards . Keeping these items under $10 is ideal. $20 is okay, too, but the cheaper the better.

3. Encourage future visits. Gift cards, loyalty program announcements, coupons for future visits and announcements of upcoming special events and sales are great things to share details about at the POP area. It extends the life cycle of your customer relationship by giving them a chance to want to come back or better yet, feel like they need to come back. If holidays are around the corner, having your sales associate ask if they need a gift card is a great way to make an additional sale. Communication is the goal here – both verbally and written in clean, clear and attractive signage.

Combining these details in a cohesive merchandising display offers a nice final destination point for your customers to visit. Rotate these displays and the products within them often for the best return.  And if you happen to find yourself in a position where a particular item is your best add on sale to date – don’t change it. Just keep re-ordering!