It’s a commonly held belief that consumers shop online rather than in a store to take advantage of better prices. And it’s probably true that lower cost is the #1 decision-maker when comparison-shopping between online stores, but, according to a recent study, the real reason folks spend their dollars through e-commerce is because of the speed of delivery. Fulfillment is a key component of the customer service experience, as Forbes recently pointed out in an article summarizing a study about why consumers really shop online. Say what? Even if you are able to snag next-day delivery, online shopping still requires a waiting period. Wouldn't it make sense that the speed of delivery is one of the biggest assets that a brick-and-mortar store has going for it – you walk in, find what you want, buy it, and walk out with your desired purchase. End of transaction. The only waiting you have to endure in order to get what you want is in the checkout queue. And there’s the answer – the checkout line. The dreaded queue. We can’t help but wonder if there's a connection to be made here – how brick-and-mortar can look at its own “speed of delivery” when it comes to waiting in line to tap into a consumer’s need for speed.
Speeding up the waiting line
There are many ways brick-and-mortar retailers can work to speed up the delivery of their services in-store. Technology is playing a key role. Here are just three methods that can keep people offline and in your line:
Electronic queuing with texting and pre-scheduled arrivals
People live, sleep, work, and play with their mobile devices by their sides. If you can’t get consumers to come to you and stay in your queue, connect with them in the ways that seem most logical to them – through texts and online registration services. Create an electronic queue that notifies people of their imminent turn in line, and also enables them to schedule their place in line prior to arrival. Nothing like knowing that “someone” is saving your spot for you.
Virtual queuing
Eliminating the line completely by creating a virtual queue helps people focus on other things besides just how long they’re waiting. The opportunity to roam free without being stuck in a snaking line allows consumers to shop more, sit back and relax, and just keep busy without being focused on how long they’re waiting. You could say it’s kind of like shopping online but better – meandering about as you please, but knowing you’ll be signing off faster and with your desired purchase in hand.
Queue monitoring
To be truly aware of just how well or how poorly your queues are operating, it’s essential to monitor them at all times. Queue monitoring lets you see when your queues are busiest, when they lack organization, when service times are lagging – and, most of all, technology makes you aware of any lapses in productivity before queues get unmanageable. Ultimately, it takes a commitment on the part of retailers to emphasize that last part of the service experience in the store. Checkout lines aren’t where you breathe a sigh of relief that customers are going through with their transactions – it should be where you work the hardest to keep people happy to stay right where they are and complete their purchase to the end.
