How Customer Displays Can Enhance the Customer Experience

Customer-facing displays at a point of sale are an often overlooked part of the checkout experience. You’ve probably found yourself in stores before, awkwardly staring at a cashier while they scan your items, wondering what your total is going to be. Alternatively, if the cashier needs your phone number or email to link your loyalty account, it can be inconvenient trying to spell out an email address and hoping they heard and entered it correctly. Both of these situations can be solved with a dedicated customer display.

Possibly the biggest advantage to having a customer display is the increased trust and engagement customers will experience at checkout. Being able to see discounts apply as the items are scanned instead of waiting to check the receipt after paying can bring comfort to the customer. This can also increase the accuracy of the transaction since the customer is able to quickly spot any mistakes, such as an item being double scanned or a price that is rung not matching the advertised price in the store. Since it’s quicker and easier for the cashier to exchange or remove items from a transaction that’s in progress, a customer display can save your store time and money by giving customers the power to spot discrepancies in real time compared to them processing returns once the customer realizes the mistake later on.

Not only are these displays convenient to your customers, but in some places like California, they are required by law. This law states that a business “shall ensure that the price of each good or service to be paid by the consumer is conspicuously displayed to the consumer at the time that the price is interpreted by the system.” The law is intended to protect the rights of consumers during a purchase so a business cannot mislead people into believing an item is cheaper than it really is.

Outside of convenience, a customer display is also a great way to increase adoption and use of your store’s loyalty program. While registers are not in use, a customer display can show marketing images that promote your brand, loyalty benefits, or seasonal promotions. This provides a way to increase branding in a store that is easily updated over time without having to print and display physical media. Then, once the customer is checking out, a touchscreen display can give them control over searching, signing up, or managing their own loyalty account. This speeds up the checkout process by empowering the customer to link themselves to the transaction asynchronously from the cashier who would be scanning the items. As a bonus, there will be no more miscommunication about the characters of an email address or saying your phone number out loud for everyone to hear.

At JumpMind, we think of customer-facing displays as being a valuable extension of the point of sale. That’s why we have built this display into JumpMind Commerce directly and have it available out of the box. All it takes is some simple configuration to have a POS running on one device with a paired customer display running on a second device and you’ll be providing an excellent experience to customers at checkout