Counter Rack Indoor Display Screens Install at Chase Up, Karachi

About the Project

Chase Up is one of Karachi’s well-established retail store chains, known for its department-store format spanning groceries, household goods, apparel, and general merchandise across multiple branches in the city. Like most high-footfall retail operations, Chase Up’s checkout counters are a point of genuine customer dwell time — shoppers stand in line, wait to be served, and have a few otherwise unoccupied minutes that traditional static signage rarely makes good use of.

Rather than a single large-format display at the store entrance or a video wall along one wall, Chase Up’s brief called for something more targeted: small-format Indoor Display Screens mounted directly onto the checkout counter racks themselves, positioned exactly where queuing customers naturally look while waiting to pay. The dual-sided front and back configuration extended this further, allowing the same physical unit to serve two purposes or two audiences from a single install point rather than requiring separate screens for each side of the counter.

Project Specifications

The 1×3 ft format is a distinctly different specification from the large-format SMD video walls typically associated with flagship retail installations. At this size, the screen is designed for close-range viewing — a customer standing in a checkout queue is often only a few feet away — which shifts the design priority toward a narrow, easily scannable format rather than the large, distance-viewed panels used for storefront or mall-facing displays.

Why Counter Rack Indoor Display Screens Make Sense for High-Footfall Retail

Capturing Attention at the Exact Point of Purchase

A checkout queue is one of the few moments in a retail environment where a customer is standing still, has already decided to make a purchase, and has a few minutes of genuinely available attention. Placing an Indoor Display Screen directly on the counter rack puts content exactly at this point of maximum relevance — a location that a store-entrance screen or a wall-mounted video display, however impressive, simply can’t replicate in terms of guaranteed dwell time.

The Value of a Dual-Sided Format

A standard single-sided screen only serves whoever happens to be standing in front of it. The dual-sided front and back configuration installed at Chase Up solves this by letting one panel do double duty — the customer-facing side can run promotions, pricing information, or loyalty programme content, while the staff- or floor-facing side can display different content entirely, whether that’s operational information, a different promotional message, or store branding visible from another angle of the counter area. This effectively doubles the useful surface area of the installation without doubling the physical footprint on an already busy counter.

Updatable Content Beats Static Signage

Printed counter signage is fixed the moment it’s produced — changing a price, swapping a promotion, or updating seasonal messaging means physically reprinting and replacing material across every branch and every counter. An Indoor Display Screen removes this entirely, letting Chase Up’s team update pricing, promotional campaigns, and seasonal content centrally and push it out across every installed screen without a single physical reprint.

A Format That Scales Across Multiple Branches

Because each unit is compact and mounts directly onto existing counter infrastructure rather than requiring a dedicated wall or structural point, this format scales naturally across a multi-branch retail chain — the same specification and mounting approach used at one Chase Up location can be replicated consistently at additional branches without the site-specific structural engineering a large facade or video wall installation would typically require.

How the Installation Was Approached

Counter Layout Assessment

Before sourcing the screens, our team assessed the checkout counter design across Chase Up’s retail floor, confirming exactly where a 1×3 ft dual-sided panel could be mounted without obstructing staff workflow, customer sightlines to the till, or existing point-of-sale equipment already in place at the counter.

Dual-Sided Mounting Engineering

Mounting a screen that displays independently on both its front and back face requires a different structural approach than a standard single-facing panel — the mounting bracket needs to support the unit’s full weight and cabling from a single point while keeping both display surfaces fully accessible and unobstructed from their respective viewing angles.

Content System Setup for Retail Point-of-Sale Use

Smart One Technologies configured the content management system driving the installation, allowing Chase Up’s marketing and store operations teams to schedule and update pricing, promotional content, and branding across every screen from a central system, rather than managing each counter unit individually store by store.

Testing and Handover

Each installed unit was tested for consistent brightness and legibility from typical queuing distance on both display faces, followed by a handover session with Chase Up’s team covering day-to-day content scheduling and updates.

How This Compares to Other Retail SMD and Display Formats

Chase Up’s counter rack installation sits at a different point on the retail display spectrum compared to other projects Smart One Technologies has delivered. Our Indoor SMD video wall installation at Maryum N Maria in GiGa Mall Rawalpindi used a large-format wall to build in-store atmosphere and brand presence across an entire retail floor, while the SMD screen installed at Costa Coffee Karachi used a single prominent display to drive impulse promotions near the counter. The Chase Up installation takes a different, complementary approach — smaller, more numerous Indoor Display Screens distributed precisely at the checkout point across multiple counters, prioritizing reach and point-of-purchase relevance over the singular visual statement a large-format wall makes. Different retail environments genuinely call for different formats, and this project is a clear example of specifying to the actual customer touchpoint rather than defaulting to the largest available screen.

What to Consider When Specifying Counter Rack Indoor Display Screens

• Viewing distance: Since customers view these screens from close range in a checkout queue, content and pixel density should prioritize legibility at a few feet rather than the distance-optimized specification used for storefront or mall-facing displays.
• Mounting integration: The screen needs to fit within existing counter and till infrastructure without disrupting staff workflow or blocking customer sightlines to the point-of-sale terminal.
• Content management scalability: For a multi-branch retailer, centrally managed content scheduling is essential — updating dozens or hundreds of individual screens manually isn’t a realistic operating model.
• Dual-sided use case planning: Deciding what content runs on each face of the screen should be planned deliberately, since the two sides may serve genuinely different audiences or purposes depending on counter layout.

Common Mistakes in Counter-Level Retail Display Projects

• Treating a counter screen like a storefront display: Content designed for distance viewing looks oversized and out of place at close checkout range, and vice versa.
• Ignoring staff workflow during mounting: A screen that obstructs a cashier’s movement or sightline creates an operational problem that outweighs its marketing value.
• Managing content branch by branch: Without centralized scheduling, keeping pricing and promotions consistent across a multi-branch chain becomes an unmanageable manual task.
• Underusing the dual-sided format: Running identical content on both faces of a dual-sided screen wastes the format’s main advantage — reaching two distinct viewing angles with tailored content.

Why Retail Chains in Pakistan Work With Smart One Technologies

Smart One Technologies sourced, engineered, and installed the dual-sided Indoor Display Screen network at Chase Up’s Karachi counters, applying the same site assessment and content system planning used across our broader retail project portfolio. Our team specifies each retail display project around the store’s actual customer flow and counter layout, rather than defaulting to a single generic screen format regardless of context. Explore our full range of indoor and outdoor SMD screens to compare formats suited to different retail touchpoints, or read our broader guide to custom SMD screen solutions for every industry in Pakistan for how retail display specification is approached across Pakistan’s malls, wholesale markets, and national chains.

Frequently Asked Questions

What size are the counter rack Indoor Display Screens installed at Chase Up?

Each screen measures 1 ft by 3 ft and is built as a dual-sided unit, displaying content on both its front and back face simultaneously from a single mounting point on the checkout counter rack.

Why install screens on checkout counters instead of a single large storefront display?

Checkout counters are a guaranteed point of customer dwell time, making them an effective location for point-of-sale promotions and pricing content that a single storefront or entrance display can’t replicate in terms of consistent, close-range viewer attention.

What can be displayed on a dual-sided Indoor Display Screen?

The two faces can run entirely different content — for example, customer-facing promotions and pricing on one side, while the other side displays different branding or informational content visible from another angle of the counter area.

How is content updated across multiple screens in a retail chain like Chase Up?

Through a centralized content management system that lets the retailer’s team schedule and push pricing, promotional, and branding updates to every installed screen at once, rather than updating each unit individually in person.

Is this counter rack display format suitable for other retail chains in Pakistan?

Yes, the compact, dual-sided Indoor Display Screen format scales well for any multi-branch retailer looking to place content directly at the checkout point across multiple counters and store locations.

Who installed the counter rack Indoor Display Screens at Chase Up in Karachi?

Smart One Technologies handled the complete project, including screen sourcing, dual-sided mounting engineering, and content management system setup across Chase Up’s Karachi retail counters.

Final Thoughts

The counter rack Indoor Display Screen installation at Chase Up in Karachi shows how a smaller, precisely placed display format can outperform a larger, more general one when it’s matched correctly to the actual customer touchpoint. At 1 ft by 3 ft and built dual-sided, each screen puts updatable, centrally managed content exactly where Chase Up’s customers are already standing and paying attention — the checkout queue — while scaling cleanly across multiple counters and branches without the structural complexity a large-format video wall would require. It’s a practical example of specifying retail display technology around real customer behavior rather than defaulting to the biggest available screen.