The COVID-19 crisis has led to stricter measures regarding "waiting in line," a symbol of endless anticipation. Retailers face customers who are often filled with impatience, and if time is wasted, it only diminishes their impression of the brand. Seizing the opportunity to transform waiting time into a creative experience, providing information, and igniting brand engagement is something entrepreneurs should embrace without hesitation.

A positive waiting experience can create a selling point for the brand and keep customers from leaving. For instance, Selfridges department store plays music for customers waiting outside, while Trader Joe's has set up a "look for the good" board for customers to share stories and express gratitude for what they encounter. Beyond atmosphere and activities, attentiveness to customers is also crucial. Some store employees step outside to welcome and inform customers in real-time, or provide awnings and chairs on hot days. Apple even offers water service to customers waiting outside and gives special privileges to those who may find it inconvenient to wait outside, such as the elderly.

Technology also helps reduce waiting times. Various applications are used for registration to show the best shopping times, and advance reservations can provide priority access. A department store in Finland has experimented with a chat system allowing customers to request specific items to be stocked at their local branch, with sellers fulfilling requests within 48 hours. Digital screens outside the store display new items requested by users, along with the names of those who made the requests, allowing people in the area to see a wider variety of products and plan their shopping accordingly.

For customers who arrive at a store only to find a long line, a digital management system for customer flow can help alleviate congestion. For example, well-known grocery stores like Lidl and Aldi use easily visible traffic lights to indicate the number of customers entering and exiting the store. Additionally, the Safe Queue app offers an online queuing system that allows customers to reserve a spot even if they are not physically present. Customers can relax elsewhere without having to stand in line, and when it's their turn, the app sends a notification. Having an app that facilitates queue reservations or displays clear information about customer flow not only prevents frustration but also assists staff in managing the number of customers in the store.

For stores unable to transition queuing to an online platform, offline solutions can enhance the customer experience. For instance, offering free Wi-Fi, showcasing various media, promotions, or campaigns for customers to browse, or providing digital discount vouchers for those waiting outside can motivate both customers and staff. Dutch manufacturer Philips has implemented a system to count customers and inform them of the wait time outside the store. When it's their turn, the system alerts them through sound and visual signals.

As everyone becomes accustomed to the convenience of online ordering, customers are increasingly reluctant to wait long at physical stores. One key solution to create a positive impression is curbside pickup, allowing customers to request items in advance and pick them up at a scheduled time. For example, Saks Fifth Avenue enables customers to set a time for pickup by messaging "Sidewalk services associates." If a store lacks a pre-order system, it can advertise products in its windows, allowing customers to choose items for staff to retrieve on their behalf.

1 2 3 Action!
  • Create Atmosphere Use technology to provide information, entertainment, or create art displays to enhance value and interest.
     
  • Online Queuing Utilize technology for queue reservations so customers don’t have to waste time waiting at the store.
     
  • Make a First Impression Allow customers to shop via QR codes from outside the store or create other engaging activities.
     
  • Queue as Opportunity Find ways to create clear and attractive standing areas for customers to maintain social distancing, such as using tape in various shapes, and encourage staff to interact with customers to enhance their waiting experience, whether by distributing samples or providing product information.
 

1 A grocery store chain in Germany.

Image Credit: Wararat Sangsat.

Source: Article "The Outside Store Experience" by Laura Saunter from wgsn.com 

Written by: Binyakorn Nualsanit and Busakorn Busapathumrong.

SOURCE: tcdc