The word ‘queue’ sends me into an absolute spin. Who likes them? I’d say no one. And, why has there not been a real solution to this retail age old problem… until now? Once the customer is in the queue, your work is not done. I’m pretty sure this part of store design is the thorn in every retailer’s side, because for a shopper, it’s a love it or leave it moment. God knows how many times I’ve been in a queue and awkwardly thrown the merchandise on a shelf where it obviously doesnâ
€™t belong. I do my fast walk out of there, head bowed, and have no intention of going back. Sound familiar?
There is a solution and when you think of how technology, communication, and action used simultaneously can make your brand life long friends with your beloved customer, virtual queuing seems like a no brainer. Virtual queuing can not only eliminate customer frustration, if done correctly it will also strengthen your relationship with the shopper.
Virtual queuing
One of the best things about virtual queuing is it allows customers to wander around the store, giving them the opportunity to see and touch more merchandise, which increases the chances of more purchases – think of that bottom line!
Their turn in the queue is loaded to a cloud-based virtual queuing system that eliminates the physical line and because the customer’s attention is distracted the wait seems a whole lot less than if they’re standing still for a period of time.
How does this work? The customer registers their place in the store at a kiosk (tablets can work) or even through the internet via their own smartphone or tablet. The queuing system will send a notification when it’s their turn via an instore LCD display or via a text message. The text message system is great because it allows the customer to leave the store if they wish and go about their other chores.
What are the benefits to the retailer?
Impulse purchases
If the customer has the opportunity to walk around and check out the rest of the store, the chance of an impulse purchase increases by as much as 400 per cent.
Wait times are decreased
Wait times decrease dramatically when queue managers are equipped with technology that allows retailers to monitor queue performance and reallocate resources as necessary.
Perceived wait times are decreased
As mentioned before, when customers are kept busy, their perception of time reduces substantially and I’ve heard it can drop by as much as 40 per cent.
Done wrong, virtual queuing can be disastrous, however, done right, you’ll have those customers for life.
Lizzi Hines is MD of Spaceworks. For more information, phone 0800 2 FIT OUT, or visit www.spaceworks.co.nz
