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Is Your Physical Counter Set Up Driving Away Customers?

How is your customer counter set up at your store? Could you be losing business based on a piece of furniture?

This is a question that not many rental stores ask. The reality is, your counter is your first impression for many customers. How it drives customer interaction is just as important as a website or delivery fleet.

Most counters are set up in two basic formats. I classify the styles as "stand up" or "sit down". Stand up is what you commonly see in the banking industry. Fairly high counter height with stools in front and back for customers and employees. The "sit down", as the name implies, has employees sitting in standard chairs behind the counter, lower than the customer.

If you have a sit down counter, watch your employees next time a customer comes in. The natural reaction is to "hide" behind the counter and have the customer wait to get your attention. Customer and employee are not at eye level. The employee is typically looking at paperwork, terminal or phone behind the counter. It almost feels like you need a bell on the counter to ring to get the employee to look up. Not very friendly and the customer's experience is starting on the wrong foot.

If you have a stand up counter, the employee and customer are at eye level as soon as they walk in. In most cases, recognition is instant. Great first impression. You have the customers attention and you show you want their business.

For those who have a stand up counter, here are some quick tips to make the experience even better. First, make sure monitors are on top of the counter (again at eye level). I would even recommend to remove employee stools. This will keep employees upright and eyes higher. If you read any information on "sitting disease", this could also help employees with their fitness.

Positioning of the counter is also important. The counter should naturally be the first place a customer walks to. Not off to one side, not in a corner, not past rows of equipment. Information is at the counter. Don't make a customer walk a maze to find that information. (The same should apply to your website - something the author of this tip is working on - due to some recent customer feedback).

Your counter should also be clean and uncluttered. I'd also recommend a well defined area to place rental returns. Mostly to avoid customers throwing equipment on top of counter, but also for customer safety.

So take some time in the next couple days and watch how customers react to your counter. Some simple changes could improve your overall customer experience and make you more money.

If you would ever like a second set of experienced eyes to give an opinion on how your counter is set up, give Five Bo Inc a call. We have rental professionals with 25-30 years of experience who would love to come by and talk rentals. Together, let's make our industry better.

JimBo