Why cashiers are important

This could be the way a customer is greeted when entering the store or even before, such as the experience they might have in the parking lot. The last impression, which many times involves a cashier, leaves a lasting impression. Regardless of how perfect the experience is prior to checking out with the cashier or walking out of the store, the last impression can either reinforce the positive experience or take it down with a mistake, a long line, a cashier with a poor attitude or any other interaction that is less that positive.

Maybe it is just NYC, but at both Home Depot and CVS I observed multiple times that people will go to the self-checkout even when there are human cashiers waiting to help them. As we were taught so long ago in the POS world, the last contact point the shopper has with the store or site is POS thus the POS devices and the employees must must be the ones to leave the strong POSitive impression on the shopper.

My only comment is that I seek out certain cashiers at my regular grocery store because I know that I will be treated courteously, rung up accurately and my groceries will be bagged efficiently.

I will wait a little longer to get this accomplished rather than get home and discover that my produce is bruised or my chips are crushed. As options evolve, smart retailers will understand what the evolution is doing for them by creating the ability to serve more customers faster, and with less labor. More technology options allow for even better customer service. Hiring the right people to fill these rolls that are becoming known as shopper assistants is critical.

Retailers that seek outstanding personalities and customer-focused associates for these roles will make all the difference. If these options are looked at solely as a labor savings, they will fail. Smart retailers will double and triple their customer service while having the opportunity to dramatically enhance their experience by fully utilizing the tools and the people to their full potential.

Retailers that scoff at the options and do not keep up with the advancements should beware that studies do show that even the consumer that chooses not to use any of the options still expects them to be there.

I love all of these surveys listing shopper complaints about checkout cashiers. Has anyone ever talked to the cashiers to find out their side of the story? I did. And the feedback will certainly make you think twice about complaining about cashiers.

Read my column on this topic on GroceryStories. It is the second post from the top of home page. Friendly and engaging cashiers are very important to the shopping experience. Many shoppers go back to them when frustrated with the glitches of self-checkout units. Look at what happened in the U.

The Morrisons supermarket chain polled its shoppers and found that that 60 percent of them prefer a staffed checkout instead of self-checkout. Because they liked to chat with the cashiers or share a joke. Imagine that.

Human talks to Human instead of Man interacts with Machine, a growing occurrence that is infecting our high-tech society. So Morrisons installed 1, staffed Express Checkouts in its stores in response to shopper demand for fast but personalized service.

If the thing you remember the most from your retail experience is a machine, shame on you. Check out needs to be both: high tech for no mistakes and speed, and high touch for someone brilliant to engage with and to thank you very much.

They get it. Skip to main content. How critical are cashiers to the in-store experience? Braintrust "Our data tells us that self-checkout usage by retailers has peaked.

Sort by: newest oldest most voted. Dick Seesel. Bob Phibbs. Paula Rosenblum. It will be really interesting to watch this change unfold in the coming years. It has to. David Biernbaum. Chris Petersen, PhD. Richard J. George, Ph. Max Goldberg. Zel Bianco. Camille P.

Schuster, Ph. Cathy Hotka. Choice is definitely the right way to go. Tony Orlando. Ed Rosenbaum. Roger Saunders. Top-flight cashiers often play the role of keeping the management team apprised of pace and unique patterns around the store Home Depot. Most cashiers are asked to work weekends, evenings, and holidays. Depending on where you work an international conglomerate has different requirements than a local grocery store the job requirements vary.

However, the basic cashier job requirements are:. A cashier in a small operation—like a small grocery store, boutique clothing store, or nail salon—basically functions like a clerk, secretary, or customer service representative.

It is important to note that if the responsibility for handling cash or electronic forms of payment is performed in addition to other office duties, then this task must be separate from the person who is responsible for balancing the books. This is necessary in order to maintain good accounting checks and balances. Here's a list of common duties of a cashier, which varies depending upon establishment:.

In larger establishments, the role of the cashier is mostly dependent upon the volume of cash and card transactions that must be completed on a daily basis. Separation of duties is also required in this role to maintain good accounting checks and balances.

A good example of a medium-sized business is a national car rental outfit. In this case, the cashier is also the person who functions as a receptionist because the cashier is also the greeter as well as the individual responsible for handling the cash and credit card transactions. This type of cashier function is typical at membership-based gyms and spas. In a large office, there is almost always a person that is solely responsible for handling all cash and card transactions. The most logical place to locate this office job is in the business office or accounting department.

In a large office, this job is a dedicated function where the volume of the transactions provides cashiers with enough work to justify this role being their only full-time job. An example of a cashier who works in a large business is a cashier employed in a white-shoe law office, major department store, large hotel, or hospital.

Because the cashier impacts the customer experience and the handling of sales so directly, investing in a strong cashier onboarding and training process is essential for retail stores to succeed. Not only does a good checkout experience create a positive experience for customers, that experience can translate into the customer recommending your store to others, leading to customer acquisition.

Moreover, once a cashier has mastered the responsibilities around POS transactions, they can expand their cashier skills into sales techniques by recommending products and upsells during the checkout. Knowing how to build a strong virtual team is more important today than ever -- and there are six critical things you must do to succeed.

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Cashiers handle the monetary transactions as part of the sales process. Cashiers make a significant impact on customer retention. As the last employee a customer interacts with before leaving the store, a cashier creates a lasting impression that can encourage patrons to return.

Cashiers stop fraud. They must deal with an array of people walking into the store, and a few are nefarious individuals. They may try to make an expensive purchase with a stolen credit card. Cashiers can catch these situations by employing steps such as checking ID and matching credit card signatures. Tips for creating a supportive environment: Providing the right kind of learning environment not only helps the cashier succeed, it also translates into business success in terms of higher employee morale and better customer service.

Set realistic goals: It takes time for new employees to learn the POS system, store policies and processes, and to get hands-on experience at the register before ringing up clients on their own. A good average is around 40 hours. If your store is small and the POS system is simple, it may take less time. On the flip side, it could take more time if your business has many policies to learn, a complex POS system, a large and varied assortment of products, or runs many types of promotions.

Establish expectations: Every employee wants to do good work, but if expectations are not set from the start, what an employee thinks is a job well done may not meet store standards. To avoid misalignment and frustration, spell out the expectations clearly, perhaps in an employee handbook. Review the most important items in person with the cashier, such as cash handling standards or a dress code.

By ensuring you're on the same page as your cashier, you not only avoid the need for admonishment but also strengthen a positive environment where everyone works together to succeed. This guidance instills confidence in the cashier and makes for positive customer interactions.