Nobody likes to queue. Unless it is for some special croissant that has gone viral all over TikTok. But we are not talking about exceptions here.

Most shoppers just want to pay and get on with their day. If you do not want impatient shoppers standing in long waiting lines, you need to address how you manage queues in your store.

Are long queues costing you sales?

When a queue looks too long, some shoppers may leave without buying anything. Those who stay may still walk out frustrated. It negatively affects the customer’s experience. This can be extremely costly for your business.

Researchers studying a supermarket deli found that shoppers were less likely to buy as the queue grew. The number of people ahead seemed to matter more than how quickly the queue was moving. Read Columbia Business School's "The cost of a queue”.

When the queue grows and your staff are busy

You can plan for a lunchtime rush. But if the crowds start coming in early, your staff may already be busy serving customers. By the time someone calls for another counter to open or asks a colleague to help, shoppers may already be waiting for several minutes.

What to do to keep queues under control

The trick is to spot the build-up early and alert a staff who are available to help while the queues are still manageable. Use your digital signage screens to guide, inform and entertain shoppers while they wait.

Give your team an early heads-up before the chaos starts

Decide how long the queue can get before you want a staff member to step in. With the right setup, your queue management system can alert your team when the queue reaches that level. A colleague on standby can then open another counter while the queue is still manageable.

How queue sensors work

One option is to aim a sensor at a point along the queue and use it to detect when the queue line reaches that point.

Another option is a Bluetooth sensor. It picks up signals from mobile phones and other devices near the queue. The number of devices the sensor detects can help you estimate whether the queue is growing. Read how ZetaDisplay detects Bluetooth signals here.

Use screens to point shoppers to an open counter

When another counter opens, shoppers further back in the queue may miss it. Once a counter is ready, put a message such as “Counter 3 is open” on a dedicated screen shoppers can see from the queue.

This gives shoppers a clear direction. When the counter closes, take the message down so that shoppers can see where they can pay.

Give shoppers more to watch while they wait

Place separate content screens where shoppers naturally look while waiting, such as alongside the queue or facing the waiting area.

Plan your regular playlist around how long a shopper usually waits. During peak hours, the shoppers may see the same content several times before it is their turn to pay.

When the same content keeps looping, it reminds the shoppers how long they have been standing there. Adding more variety of content to your playlist gives shoppers something else to focus on.

When your queue management system is integrated with Engage Suite, you can set the screen to switch to a longer playlist when the queue reaches a level you have chosen. When the queue eases, the screen can return to its regular playlist.

Let me entertain you

Give shoppers a good mix of useful information and a little entertainment while they wait.

When queues are short, show promotional content shopper can watch at a glance. When queues get longer, you can switch to a longer playlist that mixes those offers with useful information and entertainment. For example, share a quick meal idea or run a quiz.

You could also showcase your company values and how that shows up in the decisions you make every day. For example, a short clip that shows the people who make the products they buy.

And never underestimate the power of music. The right in-store music sets the mood around the checkout area and simply makes the wait more pleasant.

Keep queues moving and make the wait easier

Spotting a queue early gives staff time to respond. Clear directions help shoppers find an open checkout counter, while useful screen content and well-chosen music can make the wait more pleasant for those still in the queue.

Contact us if you are exploring what could work in your store today.