Oh yeah customers forget how to read the minute they step into the store. I would have something wrong with my pen pad and put a note by it so I wouldn’t have to repeat myself, but nobody read it. I put the note in large, red, capitalized, highlighted letters and still nobody read it. Even pricing signs aren’t immune to this phenomenon. I’m not saying customers are stupid though, I have worked that register all day and then come up to check out at it after my shift and done THE SAME THING. The human brain is weird. I think it might be because we are bombarded with so many signals in stores, we can’t possibly pay attention to all of them and so our brains just automatically filter some out for us. Problem is, sometimes they filter out the important ones!