While having friendly sales staff, top-notch products, and eye-catching visual merchandising will attract potential customers to your store, what happens at your retail counter is a vital part of turning prospects into paying customers. According to one study, retailers are losing roughly $37.7 billion in potential sales due to long checkout lines. If you’re missing the mark at the checkout counter, it could significantly impact sales. Here’s why this part of your business is important, as well as strategies you can use to increase checkout times.