Another major point discussed by the author in chapter fifteen is checkouts. For some of us shopping is fun until we have to checkout. We always try to avoid long lines at the register. Underhill categorizes checkouts as a necessary evil. The main issue discussed in this chapter is that retailers are failing to recognize how important is the location of checkouts and how it can affect to the entire store. Mostly all of the retail stores I have shopped in have checkouts in the front. Retailers think is a good strategy for shoppers because after finishing their purchases the exit is right close to them. Although, when we go shopping and if we see long lines in the front of the store, we just go away, come back later or even try a different store.
