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How to Form a Line: Queue Management for Businesses
One thing we know for sure is that customers hate waiting in line! Although waiting at any store is inevitable, waiting excessively or longer than expected can impact your store negatively, leaving a bad impression on customers. If customers are required to wait a very long time in your store, they will end up choosing a better, more efficient store.
Proper management of queues can help you optimize your business; they reduce wait times and make your store seem more efficient. Efficiency improves customer satisfaction. More satisfaction equals more loyalty from customers, leading to more sales and profits for your store in the long run.
The Psychology of Lines
More often than not, it is actually what we think about while waiting in line than the amount of time we wait in a line that is important. When managing queues in your store, there are some things that you should keep in mind:
- The difference in wait time does not change whether you have one, two, or three checkout lines, but having one checkout line makes it seem like the queue is moving faster. Based on a study conducted by MIT, customers do not really care about how long they wait in line; rather, they care about how fast the line is moving. Having only one line to check out will make customers feel that the line is moving faster; hence, they will feel that they have been waiting less.
- Research shows that customers are willing to wait longer in a store with a single line than in a store with multiple checkout lines. Having multiple lines to check out makes the customers feel like they are not being treated fairly, especially if they perceive that their line is moving slower and others are moving faster.
- If the line management at your store is confusing, customers will have a negative experience. If customers have no idea where the line starts, where it ends, and where it leads to, they might just leave without purchasing anything.
The Basics of Queue Management
- Have A Single Entrance for Your Checkout Line – Having a single entrance leaves your customers less confused; more than one entrance can have customers questioning which queue to join.
- Use Retractable Belt Barriers – Retractable belt barriers help to keep your line organized; they create a clear pathway, so customers know where to go. Placing these barriers at an angle will improve traffic flow in your queues and keep customers from bunching up.
- Always Turn Right – The majority of people are right-handed; hence, they are naturally inclined to turn towards the right. Left turns tend to confuse customers.
- Meet ADA Standards – ADA (American’s Disability Act) requires lines to have ample space for customers on wheelchairs and for wheelchair turns. Check the ADA website to find out the radius and width requirements.
- The Checkout Area Should Always Be In View – Customers should be able to see the checkout area when in line, and every time they move, the checkout area should seem closer. If customers are unable to see the checkout area, they will not be able to determine a wait time and might leave without buying anything.
- Adjust Your Lines Based on the Customers – Try and make the queues efficient as possible and adjust them day to day. For example, if you are having a slow day with fewer customers, move out the lines and the ropes to make it simpler for customers to reach the checkout counter.
The Different Types of Queue Layouts
In total, there are two different types of queue layouts: L-shaped and U-shaped.
L-Shaped
The L-shaped queue is the easiest to set up and is the most basic queue layout. This type of layout is best for small retail stores, coffee shops, and fast-food restaurants.
L-Shaped with an Express Lane
L-shaped queues with express lanes are usually found at airports and small banks.
An express lane is a line where customers check out faster than others. In grocery stores, express lanes are usually for those buying a certain amount of items, such as 12 items or less, or those paying with cash only. At airports and banks, express lanes are for premium customers such as those who are flying first-class or those who have a premium bank account or are older bank customers.
Express lanes can also be used to accommodate disabled customers.
It would help if you used different colored retractable belt barriers when having such lines. It helps customers identify which line is which. Paired with color-coding, you can also put up signs to show which line is which.
U-Shaped
This layout tends to be more popular with businesses with slower service, such as ticketing offices or larger grocery stores.
Although the U-shaped queue is harder to set up, it is more popular because of its flexibility. This is because it can be expanded into as many U shapes as possible and maximizes the space. You can queue a large number of people in this type of line; hence, it is best for larger businesses.
U-Shaped with an Express Lane
This type of configuration helps to make room for many customers standing in line while also offering a shorter line for those who are priority customers or with fewer items.
Statistics show that 1.6% of customers exit checkout lines without purchasing anything. Although 1.6% does not sound like a huge number, it is a significant figure when applied to the thousands of retail stores across the United States.
One of the main reasons this happens is disorganized lines and a lack of efficiency when checking out. When you implement strategies to manage queues, customers are able to check out faster and associate efficiency with your business. Customers will know that your store’s lines are not long (or at least they do not feel long!) and, hence, will come more often. This not only leads to a satisfied customer, but also to a loyal customer, which can only play a benefit to your business late one.