How to Create an Exceptional Cash Wrap and Checkout Experience for Your Customers

What is the purpose of a Cash Wrap? 

A cash wrap serves as a multifunctional hub within the retail environment that allows customers to purchase product, interact with associates, and further understand the brand’s values and identity. A thoughtfully executed cash wrap design visually grounds the retail space, allows team members to maintain visibility over key areas to keep track of customers, and acts as the final touch point in the customer journey. 

Form Follows Function 

Cash wraps should always prioritize the functionality for both your customers and associates above everything else. Additionally, comfort and accessibility are essential. For customers, counters should be at a convenient height, and payment terminals should be easy to reach. For staff, the design should allow for efficient workflow, with everything they need within arm’s reach and ample space to move comfortably, even during busy hours. By focusing on these functional elements, the cash desk is a practical and welcoming part of a retail space. 

Arcteryx Seattle’s cash wrap is minimal, clutter-free, and underbranded to perfectly fit their brand.

Space Planning Around Your Cash Wrap

A well-designed checkout experience goes beyond the cash wrap itself. It considers the entire layout of a store to create optimal traffic flow that avoids bottlenecks and confusion. The layout should naturally guide movement, include moments of pause, and enhance the overall shopping experience. 

Aesop Capital Hill’s cash wrap is architecturally integrated with the design of the shop.

Best Design Practices for Cash Wraps that Don’t Compromise Functionality

Add Accent Lighting 

Accent lighting near or above your cash desk is one of the easiest ways to level up your cash wrap experience. It immediately elevates your retail space, makes your cash desk easy to identify, and helps visually ground the space.

Snowpeak Portland utilized their own product as an accent light installation for a custom feel.

Athleta University Village solved their mobile checkout kiosk issue with overhead signage and lighting.

Place Your Cash Wrap in an Easy-to-See Location

Not all retail spaces have an obvious place for a cash desk. When choosing a location take into account the existing architecture, fixtures, and product placement. Your cash wrap should always be easy to see from multiple locations throughout your space including for customers entering the space, moving through it, and needing assistance. This will ensure staff can maintain visibility over key areas to provide security, offer assistance to customers, and foster a welcoming atmosphere throughout the entire time users are in the space. This strategic placement of the cash desk will also allow you to minimize the number of associates needed to adequately staff the space. 

Roark Park City’s cash desk is scaled appropriately to their space and has dual functionality as a display case.

Add Branding Moments Over Products

Cash desks are a powerful tool for creating meaningful connections and leaving your customers with a positive impression that extends beyond the transaction. Avoid the common mistake of over-cluttering your cash wrap with potential upsells. Instead, use a nearby fixture for additional product as it should always be the most well-maintained location in your shop. Use the checkout moment to connect with your customer by sharing storytelling elements about your brand. 

Choose to have a Custom-Fabricated Cash Wrap

If your budget allows, your retail experience designer can draw detailed plans for a custom cash wrap as it's unlikely to find a generic off-the-shelf solution that can set your brand apart from others. Custom fabrication allows your cash desk to have a material palette, unique form, and specific details that will elevate and set the tone for your space and brand identity. The investment in a well-designed cash wrap is well worth it due to the amount of engagement it gets.

Artizia Prudential Center Boston’s cash desk is optimally located for servicing the fitting rooms and being attentive to customers' needs. High-end materials reinforce the quality of their brand and products as users are making their purchase.

Ready to Elevate Your Retail Space? 

Now that you understand everything that goes into creating an exceptional checkout experience for your customers, it’s time to work with our retail designers to create an unforgettable retail experience that authentically reflects your brand. With over 15 years of architecture, in-house brand, and design agency experience for influential brands including HOKA, Arc’teryx, Nike, Adidas, and Garmin, Feels on Brand is the go-to retail experience design studio for the outdoor industry. Our studio is built around helping purpose-driven, environmentally-minded, and inclusive brands thrive in the ever-competitive retail space. Together, we'll help navigate designing and implementing your next retail brand experience. 

Download our Investment Guide to learn how to get started working with our expert designers.