Can Your Queue Pass the 6 Minute Test?

A recent study by Omnico found that British shoppers will wait in a queue for just 5 minutes 54 seconds before abandoning their purchase and walking out. The study, as reported in the Retail Gazette, magnifies the importance of understanding the psychology of waiting lines. It also points to a growing feeling among consumers that queuing is inconvenient and possibly even unnecessary considering the "click-to-buy" reality of 21st century shoppers. The study also found that people aged 16-24 will wait longer on average than older people--young shoppers willing to wait for up to 6 minutes 9 seconds, where shoppers aged 55 and over say they’ll wait for 5 minutes 46 seconds. However, 59 percent of young people said they wouldn’t return to a shop after a ‘bad queuing experience.’

Cutting Wait Times: The Focus of Queue Management

Whether the cut-off time is 5 minutes 54 seconds, 6 minutes 47 seconds or something in between, the reality is people just want to spend less time waiting. So what can you do to pass the test? Here are a few quick reminders:

1. Monitor your queues for real-time variations in acceptable wait times.

Do you find your customers are good with 5 minutes but start bailing at the 5:10 mark? Set your KPIs accordingly and install real time queue monitoring to ensure your lines stay within range.

Learn more about real time queue monitoring.

2. Configure your queue for maximum efficiency.

If you've kept up with this blog you know we are proponents of a single line queue for its natural ability to keep lines flowing. But there are so many other details to consider when it comes to how a queue is designed. So many, in fact, that one of the configurations being adopted more and more is no line at all (virtual queuing). Electronic queuing is also gaining acceptance across industries. Learn more about single line queuing.

3. Take action to cut perceived wait times.

"Keep calm and wait on" is what you really want to say to those waiting customers but it’s better to give them something more productive or at least entertaining to do while they wait. Distracting customers in the queue can make a 5 minute wait feel like 2 minutes and this can be just what you need to keep the reneging at bay. Learn more about reducing perceived wait times. The bottom line is that waiting lines deserve good management. When managers prioritize the customer’s queuing experience the results are positive all the way around. Customers are happier, employees are more productive, and profits are higher. What steps will you take to get your queue in line? Let our queue management experts help plan your approach. Request a sales call.