Viewpoint
THE CHANGING FACE OF RETAIL QUEUING
The UK has always been renowned for its love of queuing. Whilst this stereotype has stuck over the years, the way that we actually queue has changed dramatically, particularly in retail environments.
Here Jo Coxhill, group head of marketing at queue management and customer journey specialist Tensator, explains how queuing is one retail trend that has evolved and developed over the years and continues to do so.
One of the core priorities for any retailer has always been to ensure that customers move through the checkout process as quickly and efficiently as possible. As such, queuing systems have traditionally had one single use: to facilitate the organisation of customers at the end of the retail process.
Top Image: Jo Coxhill Bottom Image: Retail Queing System
When single line queuing and call forward technology was introduced, it radically changed the way people queued, delivering a fairer and swifter experience to the consumer. It also increased efficiencies for the retailer, reducing the average time taken for each transaction and increasing staff efficiency. Add into the mix queue enhancements such as in‐queue merchandising, which allowed the retailer to display impulse purchase products such as chocolate bars or magazines in the queue, and the retailer boosted impulse sales by up to 400 per cent. To Tensator, the queue is the final step in the customer journey, which begins from the moment the customer enters the store. It is this journey, the in‐store experience in its entirety, which keeps the customer engaged, from arrival through purchase completion to store departure. And it is managing this journey that holds the key to influencing consumer behaviour, encouraging a higher average sales value and resulting in the customer leaving the store holding the brand in
82 higher regard.
Modern trading environments are making this approach more important than ever. Retailers have to contend with consumer shopping habits continually shifting online, and the impact of trends such as ‘showrooming’, not to mention the recession. The new mantra of today’s bricks and mortar retailer is improving the shopping experience through alterations to the customer journey, in order to continue to draw customers in store.
This is leading to a rapid increase in the number of retailers considering the role of technologies such as near field communication (NFC), mobile point‐of‐sale devices, mobile payment apps and digital signage, and the role they have to play in delivering an efficient and innovative retail experience for the consumer. Retailers continue to search for innovative and creative ways to make their shopping environments more attention grabbing, in order to stand out amongst the competition.
Contact Tensator T: +44 (0) 1908 684600 W:
http://www.tensator.com/uk/products.aspx
www.a1retailmagazine.com
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