Where Should the Cash Desk be Located?

This topic is a controversial one. I have met many retailers who aren’t keen on having their cash desks moved from it location by the entrance. Why? Well, they say to deter any shoplifter. However, data show that majority of theft is caused internally by staff. In this case, why penalize shoppers who DO NOT steal and thereby suffer the consequences of lost sales? In this example, by moving the cash desk toward the midsection-back of the main selling space, entry into the secondary selling space was widened from 7 ft. to a now inviting 18′. Can you now see how penetration rates to this secondary space increased significantly?

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