Why long queues frustrate customers and how stores are adapting

Table of Contents:

• Impatience in modern life and its impact on shopping
• Technology in retail – speeding up the checkout process
• Managing customer expectations to reduce frustration

Impatience in modern life and its impact on shopping

The pace of modern life is increasing, and time has become a precious resource. Sam Maglio, a marketing professor at the University of Toronto, highlights how impatience has become a common issue. Customers are constantly pressed for time, especially during busy shopping seasons.

Take Lorina Rigaux, a Calgary parent of two. She avoids long lines by shopping online or visiting stores when they first open. Like many others, she prioritizes convenience and efficiency. If a retailer consistently has long queues, shoppers often look for alternatives. According to David Ian Gray, founder of Vancouver-based DIG360, long waits can cost businesses valuable customers.

Technology in retail – speeding up the checkout process

Retailers are adopting technology to reduce waiting times and improve customer experience. Self-checkouts have become a popular solution, appearing not only in grocery stores but also in fashion retailers like Zara and Uniqlo. These systems use radio frequency identification (RFID) technology, eliminating the need for manual scanning.

At Zara’s newly renovated Calgary store, Michelle Neuls recently tested the self-checkout system. She praised its speed, noting that it helps customers get in and out of the store quickly. However, opinions on self-checkouts vary. Some customers appreciate the convenience, while others find the systems frustrating, particularly when glitches occur.

For parents like Lorina Rigaux, technical errors combined with managing children can make self-checkouts more of a hassle. In such cases, traditional cashier lines often prove faster and more reliable.

Managing customer expectations to reduce frustration

Managing customer expectations is essential for minimizing frustration caused by waiting times. Sam Maglio explains that people tolerate queues better when they are prepared for them. For example, shoppers entering a busy store like Ikea on a Saturday often expect to wait in line.

David Maister, a former Harvard professor, identified key factors that influence how customers perceive waiting times:

• Uncertain waits feel longer than expected waits.
• Unfair queues, where others skip ahead, cause more frustration.
• Time passes slower when customers have nothing to do.

Providing distractions, such as impulse purchase displays or smartphone use, can make waiting more bearable. Maglio suggests turning idle time into an opportunity to engage with others. A simple conversation with someone in line or observing their purchases can transform a negative experience into a positive one.

Retailers must focus on blending technology, efficient management, and customer engagement to tackle the challenge of long queues. By understanding and addressing the needs of modern shoppers, businesses can ensure a smoother and faster experience for everyone.

source: CBC