Back Up Shoppers at the Front of the Line

Retailers’ concerns about shopper queues generally center on those last few at the back of the line and on the experience of those last few as they’re waiting. Now researchers at RWTH Aachen University and WHU, both in Germany, urge retailers to also take into account the experiences of those in front of a long line once they get the service of a salesperson or cashier. The finding is that these consumers feel pressured to transact their business promptly because of a sense of others breathing down their neck, and this results in less satisfying impressions of the store, the staff, and the merchandise. When this happens at the store checkout, the dangers are particularly great, since this becomes the customer’s last memory of the retailer.
     The researchers went on to determine that two techniques ease these negative effects:

• Have the salesperson or cashier encourage the consumer not to feel at all rushed in getting the help they want. This works because it places the responsibility for the extra time on the salesperson, removing the social pressure on the consumer. 
• Maintain distance between the waiting line and the location where service is being delivered. In the studies, this was accomplished by keeping the line out of sight of the service location. My store experience indicates to me that greater distance, even when sight lines are maintained, can work well. 

     Additional research-based tips for easing the irritation of all those in the queue:

• If you can see the end of the line, greet each person as they join, even if only with a brief smile and a nod. 
• Periodically say to those in line, “I apologize for the delay. I’ll be with you soon.” 
• As you welcome each new person coming to you, acknowledge that they’ve been waiting. 
• If the lines are unusually long, remark about a possible reason, saying, for example, “My goodness, people seem to really like today’s sale.” 
• Maintain quality internet access so people can pass the time with mobile devices. 

     When in a store queue, shoppers become highly vigilant. One reason is the extra stress caused by being in close physical proximity to people we don’t know. Another reason is to be sure social norms are respected, such as nobody butting into line and each person waiting about an equal amount of time. So the best way to handle queues is to keep those lines moving.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

Click below for more: 
Acknowledge People Waiting in Line
Sense When Wait Irritation Heats Up
Ease Irritation by Eliciting White Lies