It is not unheard of for retail stores to be under the false impression that the queue is a pitfall to their organisation, assuming that a lengthy queue will make customers think twice about purchasing.
While in many cases this is often true and inescapable, a shop queue can in fact be used to the stores advantage if they utilise it correctly.
Many shop queue systems now commonly integrate display units. These display units are a valuable source of extra cash flow for a store as most impulse buys are made in this circumstance. Ordinarily stores will exhibit small, inexpensive items which will appeal to a wide array of shoppers. For example, you will frequently see sweets or chocolates presented at the tills in supermarkets, or socks and jewellery in fashion stores.
Not only do point of sale display units benefit the business by increasing sales, they do in fact boost the patience level of waiting customers, which means they are less likely to exit the queue before purchasing. The diversion of such items can also prevent a consumer from reconsidering the purchase they’re about to make, increasing the chance that their transaction will be completed effectively.
To be able to realise maximum revenue it’s also beneficial to consider queue control . As an alternative to having separate lines for every till, the most business savvy shops have one long queue for each and every available till. It is very irritating for the customer when they are stood in line and the next queue moves at a faster pace than their own. So despite the fact that one line might appear longer than 4 or 5 separate queues, this is a substantially fairer system as shoppers are served in the order that they enter the queue. A solitary line will also appear to be moving considerably faster than separate lines.
Queue control can also be managed by employing ‘virtual queue systems’ as opposed to ‘physical queues systems’. Such methods are popular in doctor’s surgeries or hospitals, but the most notable illustration of virtual queue systems in retail is by the catalogue shop Argos.
One of the advantages of virtual queuing is that customers normally get given a chair whilst they wait. Customers that are seated are usually happier to wait for a lengthier time period than those required to stand up. This then helps to boost profits, as consumers are less likely to walk away before completing a purchase.
Electronic digital signage can furthermore be utilised to maximise the pace at which a queue moves, whilst likewise improving customer knowledge.
When a single line queue system is in position in a store, waiting customers may be stood fairly far from particular tills. This tends to make it problematical for customers to be informed whenever a till becomes available. Electronic digital signage could be integrated along with a speaker system to clearly state when a till becomes available. This system will ensure that the queue is constantly moving in a timely manner. Consumer anxiety will also be reduced as they can relax while waiting, instead of being forced to keep highly alert so that they do not miss their turn.
