consideration for queues should not be taken lightly; “The queue can represent one of the most frustrating areas of a store for customers and is a primary reason for walk-aways from purchases. By creating an organised, efficient and entertaining queuing experience, retailers can not only minimise walk-aways, but also increase customer satisfaction and drive a higher rate of repeat shopping.”
Retailers do not want customers to feel frustrated in store. Unhappy customers are not typically big spenders, so any way to minimise disruption is a real boon for the retailer. “An efficient and fair queue will assist in creating a positive instore atmosphere, boost customer satisfaction, encourage repeat visits and drive word-of- mouth recommendations - all things that retailers should be striving for in the current challenging climate” explains Hickson. As well as calming the customers who have made the decision to make purchases, a fast moving and efficient till
will also encourage more impulse buys, as well as custom from people who are shopping on a time limit.
Harvey Nichols, Knightsbridge, has
recently seen the addition of a brand new Champagne Bar from
nails.inc in collaboration with Umbrella Design. When creating the initial design for the space, overcrowding was a key consideration.
nails.inc wanted to create an environment that encouraged a better customer experience and interaction with the brand. Crowded areas would be likely to discourage some customers from approaching the area, and may have made the space look poorly organised. In order to encourage a smooth flow of customers through the area, Umbrella Design came up with the concept of splitting the space into the three clear zones; a fast-paced zone at the front where the shoppers mingled, a medium-paced zone where the manicures took place, and a slow-paced zone at the back where longer treatments
were carried out. Adrienne Star, Studio Manager at Umbrella Design explains how everything was considered in great detail to ensure the space flowed correctly; “Customers that had come for a manicure would no longer take testers from the front of the store, leaving the display fully stocked and clear for casual, faster-paced shoppers. Additional retail units were put in between each manicure station from which treatment customers could pick their tester.”
Because the space has been designed to flow so simply, it’s a perfect place for shoppers to come and be pampered, even if they don’t have all the time in the world.
nails.inc are delighted with the end result, as Thea Green, founder of the fashion forward nail brand explains; “nails inc. has always strived to remain ahead of the curve. With the new Harvey Nichols Champagne Bar we wanted to make a powerful fashion-forward statement for nail
Tensator believes that queue systems need to be well thought out to prevent walk-aways. Systems need to be organised, efficient and entertaining in order to encourage purchases.
www.a1retailmagazine.com 15
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